Once the poster child for optimism and categorized as the generation that boldly grasped opportunities, many Baby Boomers are feeling bruised and battered by the prolonged economic downturn and lack of governance, according to recent findings from our ongoing research initiative to help brands better understand their audiences. Many Boomers are frustrated as their belief in the future fades; at the same time they know they still have a lot left to contribute to society.» 2 Comments
Baby Boomers, aged 48-66, hold 70% of the U.S. wealth. They drove the growth of Facebook and now mobile. They are online, they have life-changing needs and passions and money to spend. They have embraced technology and the Internet. They are spending 40 hours per month online.» 1 Comments
We have recently been asking Boomer women how they travel the path to purchase new products, and their answers are surprising only because they don't point to the tools used by many marketers today. No matter how many "friends" and "followers" you have, Facebook and Twitter are not the place for activation. It turns out that a combination of peer reviews and coupons is the most effective way to get Boomers to buy your new product.» 5 Comments
Emotions tell us how relevant a matter is to our needs. Reason alone cannot do this, says Damasio. Because emotions drive the purchase decision, as important as it is to understand what Baby Boomer and senior customers think, it's even more important to understand how they think before you develop traditional and online style, tone, images and messages.» 0 Comments
Blame the sexual revolution, but here's a newsflash: Boomers and seniors have sex. Go ahead, children of Boomers, cringe. But on a more serious note, it looks like too many are throwing caution to the wind when it comes to protection and attention to their sexual health.» 1 Comments
Consumers ages 48 - 66 -- officially known as Baby Boomers in marketing speak -- love to travel. They have the resources to do sol. Baby Boomer consumers purchase 80% of the luxury travel and over 60% have their passports. There is a pent-up demand for travel from years of our recession.» 1 Comments
When we launched a website for Boomers in 2009, a surprising number of brands and agency people used to ask, "Are Boomers really using the Internet?" While the undeniable online activity of real people over 45 have silenced those concerns, a lot of other questions remain about how this online activity is related to their actual behavior as consumers.» 1 Comments
Justin Timberlake's new music video, "Mirrors," should be required viewing for beauty execs looking to make a real impact on their companies' bottom lines. It may just inspire them to rethink dated marketing plans that ignore Boomer and older women-who now make up more than 40% of the beauty consumer market.» 3 Comments
In February 1998, the late David B. Wolfe wrote an article in the now defunct American Demographics magazine headlined, "What Your Customers Can't Say." The article challenged the assumption in most customer research that customers are the best sources about their motivations. "Consumers don't choose rationally, [so] any research that forces rational answers has to be flawed," wrote Wolfe. The article drew the largest response in the magazine's history.» 5 Comments
We know all about the impact of social media and how Boomers are increasingly becoming active participants. Obviously, the CPG and technology markets have led the way, there's a proliferation of personal healthcare apps out there, and even the retirement living market is beginning to play catch-up. The hospital industry, on the other hand, has been the slowest to adopt this platform, with reasons ranging from HIPAA concerns to staffing issues to the difficulty of securing buy-in from staff physicians.» 1 Comments
