Boomers Take a Walk on The Wildside

The marketing gurus have long proclaimed the most-desirable target as women and/or men, aged 19-49. In the last few years, the target has been aged to 25-54 year-olds and, as the strength of the graying boomer population (1946 – 1964) hits the cash register, 60-year-olds are sizzling.

Obviously, nutrition, supplements, fitness and cosmetic procedures and products are generating fast action in this Booming arena. The travel industry is on the fast-track to help Boomers find places to spend their expanding leisure time and dollars, while the infant and children’s market knows grandparents are an easy target.

Boomers On The Run

With good health and retirement savings to support them, Boomers (also known as the Flower Children of the ‘60s) are returning to their dreams of making the world a better place. Organizations such as Cross Cultural Solutions and Global Service Corps offer international volunteer/service vacations in Thailand, Nepal, Africa and other third world countries. Universities and community colleges are designing courses in everything from the opera to online trading specifically targeted to Boomers.

Not Your Mother’s Grandmother

Today’s 30-something marketers will make a fatal error if they view Boomers as aging “grandparents.” The JSH&A study, “Defining Women,” categorized women from their 60’s to 80’s as “Sliders” – not “Seniors.” The Boomer Woman will be well into her eighties before she considers the Senior title. For the next 20 years, watch for the early wave of Boomer women to lead the charge with adventure and luxury vacations, hot cars, continuing education, volunteerism, politics and entrepreneurial endeavors. Step aside, the Boomer Woman will reshape the world.

Marketing Milestones

Marketers who have heard the thunder have prospered:

• Dove gained notoriety and sales for its “real women” campaign including two ads specifically targeted to the mature category
• Vespa sells 25% of its scooters to the 50+ consumer and hopes to increase that to 33%
• Disney’s theme parks urge Boomers to “come back after the kids are gone”
• For strategies to reach this incomparable consumer power, call JSH&A. We’ll put our JSH&A LIF™style approach to work and help you break through to the Boomer Buyer.

Baby Boomers in the U.S.

According to the U.S. Census Bureau’s January, 2006 report:

• There are 78.2 million Baby Boomers in the U. S. – or 27.5% of the 2006 population
• African-American Boomers total 9.1 million
• Hispanic Boomers equal 8 million
• Women accounted for 50.8% of Baby Boomers in 2005
• In 2005, half of all Boomers were 50 years old – or older
• The 50+ population will grow by 70% over the next 15 years
• Estimated annual spending power in 2005 – $2.1 trillion
• Of the 57.8 million Baby Boomers projected to be living in 2030, 54.9% will be female