IN HUMAN NATURE, THE HEART RULES THE HEAD.

There’s one unwavering truth in advertising and communications. Consumers allow emotions to guide their buying decisions. We covet that which makes us feel good about ourselves. In many cases what we buy acts as a subconscious badge that defines who we are in our own eyes and how we wish to be seen by others. And this couldn’t be truer than with the destinations we travel to, the leisure experiences we engage in or the products that make those experiences possible. BCF creates messages that connect with consumers’ emotions, drawing their hearts toward a decision; knowing that their rational minds will follow.

WE ARE ALWAYS GENERATIONALLY INFORMED.

We live in unprecedented times. There is a generational and cultural wave of change happening around us. For the first time in marketing history we have two, equal in size, and equally important demographic groups: Baby Boomers and Generation Y.

In the past younger consumers out-numbered older ones by nearly 2:1. They were rightly considered to be the sweet spot as they had the size, income, activity and vitality advertisers desired. Not so today. The Baby Boom Generation and Generation Y are now of nearly equal size.

WE ARE ALWAYS GENERATIONALLY INFORMED.

The Baby Boom Generation – refuses to slide into retirement quietly. They remain vitally engaged in the act of consumption; considering it a life-long birthright. In addition, they are in the process of inheriting the largest transference of wealth in history – $8.4 trillion dollars.

We are also witnesses to a huge generation, Generation Y, more strongly connected to – and influenced by – their parents (Boomers) than any generation before them. But they are also the most ethnically blurred generation in our nation’s history and their cultural influences are radically different from their Boomer parents.

As a result of these generational realities we practice a new discipline known as Generational Marketing, which allows clients to ride the tremendous wave of changing generations, rather than be engulfed by it.

Introducing Gen•US

Being Generationally informed means more than just knowing the soft, qualitative data surrounding the age wave. Hard empirical data is needed to tell today’s – and the future’s – quantitative story of our Nation’s generations. In 2010 BCF commissioned Oxford Economics to create a methodology to understand the empirical truths of the each generation’s financial realities; and how these trends will affect a client’s business. The result is Gen•US a Generational Wealth and Distribution Study. This is a one-of-a-kind national study that each year gauges the financial status of Silent, Baby Boom, Gen X and Gen Y households.

Gen•US data informs marketers about the generational distribution and trending on a national, regional and DMA basis, and helps to predict potential shifts as well as emergence of potentially important new feeder markets. And in addition to the tremendous implications it has on media planning, target identification and segmentation, Gen•US also dispels conjecture and media hype – and shedding empirical light on which target audiences clients should concentrate their limited marketing dollars.