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
Born between 1946 and 1964, Baby Boomers are stylish, active and resourceful. They grew up with an active mindset that changed culture, music, art, civil rights, politics, media, sex and relationships. They are now ages 48-66 and are searching for less stress and more living. They may be an empty nester, married, divorced or a grandparent. They prefer less traffic, fewer taxes and more fresh air and exciting activities. They are going back to school, volunteering, exercising regularly and feeling younger then their driver's license IDs.» 1 Comments
For many years, I've been making the point that Boomers aren't as old as many marketers seem to think they are. The youngest Boomer is just turning 49, after all, and the "average" Boomer (born at the peak of the bubble) is only 55; they are a long way, in fact, from being old.» 17 Comments
This is the final blog in a series providing traditional and online marketers' insights into securing and keeping baby Boomer and senior customers. A significant pitfall is to lump all boomer and older customers into the same group. The average Baby Boomer and senior customer doesn't exist. Behaviorists have discovered that no two people see anything exactly the same way. No view we have of anything can be fully congruent with anyone else's view because, like fingerprints, every brain is unique as are the five senses that connect us to the world outside our minds. However, there are stage-of-life values ...» 0 Comments
Baby Boomers are spending more time online each week, 15 hours vs. a teenager's 13 hours per week. Overall, digital advertising will receive an estimated 22% of marketer's overall marketing communication budget, according to eMarketer in 2012.» 3 Comments
As recently mentioned on MediaPost, an industry report showed that younger generations are dining out less frequently, but their Boomer and Silent Generation parents and grandparents are apparently picking up the slack.» 2 Comments
For the last year or so, my interest in the Boomer marketplace and new products has gotten me thinking about the hearing aid market. It is hard to find a major consumer product category more in need of disruptive innovation.» 2 Comments
