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BOOMERS
Boomers, the most powerful consumers ever to inhabit the planet. Get Boomer Smart >
Change in population growth:
Between now and 2020, the Boomer segment will grow in size by over 70%. No other age segment will grow more than 10% over that same period. (Graph showing age groups and percentage of growth change between now and 2020, with the 55-64 age group at 70% growth and the 65+ age group at 55%)
The new "coveted demographic":
The traditionally coveted 18-49 demographic will see minimal growth over the next 10 years, while Boomers will increase 25%. (Two comparison charts showing age groups 18-49 and 50+ growing 1% and 25% respectively by 2016)
Guided by their gut:
With age, comes wisdom. And wisom shapes decision-making. As such, Boomer purchase decisions are guided by gut instict, not reason. (Interactive graphic showing change between Rational, Emotional, and Gut Feeling decision making by age being younger or older)
The inner-directed life:
Question: "Thinking about your activities - compared to 10 years ago, are you now spending more or less time on...?" (Graph showing 65% of responses claiming nearly 70% more time on Family, 43% spending 50% more time on Learning, 37% claiming 45% more time on Spiritual Development, 37% spending 40% less time on Work, and 37% spending 45% less time on Entertaining)
Physiology of the aging Brain:
As they age, adults experience less negative emotion, pay less attention to negative than positive stimuli, and are less likely to remember negative than positive emotional materials. (Graphic comparing a Younger brain and an Older brain, with the younger brain showing much more negative stimuli compared to the older brain)
The war generation: "A linear life":
Their parents lived a linear life - moving from one life stage to the next. (Graph showing spans of time spent across ages 20-70, showing a uniform progression between Student, Marriage, Career, First House, Children at Home, Kids/College, and Retirement)
Life stages of Boomers: "Cyclical":
Boomers may occupy any number of life stages - despite their age. (Graph showing uneven distribution of time spent from ages 40 to 60, ranging from Parent, Care-giver, Retired, Single Again, Empty Nester, Entrepreneur, and Grandparent)
What do to next?
Get smart - Our business partnership with the Boomer Project, America's leading authority on Boomer behavior, helps us get and stay Boomer smart. Check out the Boomer Project's new book, one of the Top 10 Marketing books of 2007. Contact Mary Pannullo (mpannullo@boomyourbrand.com)
Take Action - Call Mary Pannullo at 757-497-5811.