There are 43 million Americans who care for elderly loved ones. These family caregivers, many of whom are "sandwich generation" moms busy juggling their own working and family lives, are responsible for making decisions about products and services for elderly family members. Compare this with 2 million brides and 4 million new mothers, and you can see that caregivers are a huge, and growing, market.
Generally, I share quantitative consumer research and insights that inform marketing strategy in this space; today, I want to look at the role of socio-cultural influences and how that shapes consumers. Specifically, mature consumers and their relationship to social strategy.
No matter what the media say, spend more time in 2011 thinking about the 54-year old Boomer than the 65-year old Boomer. You'll gain more business with her, and you'll be better positioned to serve Gen X when its first member turns 50.
Looking to the past for motivation, the present for strength, and the inevitable for inspiration.
Demonstrate that you understand the consumer mindset has shifted towards responsible consumerism, address the sustainability aspect of your product or service, and enable Boomers to see experiential benefits of making a purchase, not just material benefits.
Looking to get a little gut-level insight into what the Baby Boomers are about? Then watch "The Graduate" again. The end of the film offers a vivid depiction of individualism in action, and it shows just how irrational a force it can be
Marketers continually look for ways to group targeted customers to connect efficiently with them. The following offers insights into understanding better early stage boomers (born 1946 to 1954) and older customers.