Boomers Get Segments
Posted on January 26, 2007
Filed Under Commercial Trends |
I’m an avid follower of the baby boomer market. Call it an age related ddisease. For decades boomers have been htought of as one group but suddenly the marketeers are starting to divide them into targetable market segments. The reason has something to do what a widerrecognition that this age group have teh spending power and the appetite for innovation that was previously and wrongly associated with adolescents. Yes, we’ve still to grow up. Here are a few recent quotes:
“ Boomers who posses a desire to maintain vitality are now considered “Generation V.” Dr. Hal E. Quinley from The Segmentation Company, a division of Yankelovich Inc. states, “There is a distinct segment of the Boomer population that I would classify as ‘Generation V’ because they not only rank physical and mental vitality above wealth, professional achievement and social status….”
“Indeed, the International Council on Active Aging has reported a 78% growth in available programs is required to meet the needs of the aging population….”
“Capturing 50-plus Year Olds’ Spending in 2006 : The over-50s represent one of the most exciting areas for brands to communicate with. Seniors account for more than a third of personal care occasions and over 40% of food and drink consumption in many categories.”
“Communicating with Empty Nesters is important since they resent being ignored by marketers who focus on younger consumers.”
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