Who are Baby Boomers anyway?

The Generations:

Greatest Generation: born prior to 1946 (64 + years of age in 2009) Boomers: 1946 – 1964 Generation X: 1965 – 1976 Generation Y (Echo Boomers or Millennials): 1977-1994 Generation Z: 1995-2012

Just back from presenting at the Aged and Community Services Association Conference and it reminded me of a post I did some time ago about Boomers…it’s still relevant so I thought an update was in order. The post was based in part on a research report from Nielsen around a subject that’s ‘near and dear’ to me.

Why do marketers’ misunderstand Baby Boomers ?

The over 50s are Australia’s fastest growing consumer segment, controlling the largest portion of Australia’s wealth, with the discretionary spending power estimated at over $218 billion.

In the USA ‘ they (Boomers) spend 38.5% of Consumer Packaged Goods (CPG) dollars. Yet it’s estimated that less than 5% of advertising dollars are currently targeted towards adults 35-64 years old (which includes the latter half of Generation X in addition to Boomers). With most marketers generally targeting 18-49 year olds, more than half of the affluent …

Read More