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Category Archives Generation Jones (trailing edge Boomers)

Last Friday, “Eat, Pray, Love” opened in movie theatres around the nation.  It’s likely many a Baby Boomer woman was in the audience, marveling at the tale of self-discovery.  Professionals marketing to Baby Boomers and 65+ seniors can discover a few insights into their own mature audiences by considering how we eat, pray and love.

Baby Boomer Spending on Food

* I really appreciate The Bundle’s infographics that illustrate household spending by age.  Take a peek at their 2010 report and you’ll see that Baby Boomers (aged 50-65) and Silent Generation (65+)  spend more on food and drink than the “coveted” 18-25 year olds – $6,992 and $5,211 respectively.  36-49 year olds are the tops in food and food and drink, averaging $7,487 in 2010 per household.

* Reflecting their lifestage, 35-50 year olds spend the most each year on groceries – $4,322 per Bundle.  50-65 yr old BInfographicFoodSpendingByAgeoomers are in second place, spending an average of $4,001.

* Mature marketing expert Brent Green has called Baby Boomer men the “next marketing frontier,” noting that men are more apt to spend than save (even in a downturn) and more prone to buy national brands at the grocery store. 

"In social media, not only do women rule, but it seems that the middle-aged are Social Media’s largest share holders," writes Brian Solis in a new blog post.  Solis shares new data from a Pingdom study of 19 social networks which found the age groups that dominate the social Web are 35-44 (Gen X, 58%), 17 and under (21%) and…

The Pew Research Center's latest study, "Millennials: Confident. Connected. Open to Change" provides insights for marketing to Gen X, Baby Boomers and Silent Generation as well as the nation's 18-29 year olds.  This week we'll post short takes related to social networking, economic outlooks and other topics.  We recommend reading the full study and spending some time with the terrific interactive…

Just before the holidays, REI released its first-ever TV advertisements – two spots that depart from typical outdoor gear marketing that show products as heroes and outdoor enthusiasts as superheroes.  Designed to inspire sales during the holiday season, they actually inspired a first-ever “generational face-off” blog post from the Creating Results team: will REI’s new TV ads connect with Baby Boomers and beyond?

The REI Holiday TV Ads

Both new spots feature intergenerational groups.  In one, a group of hikers (including a sixty-something gent) wait for the rain to stop under a rocky ledge.  In the other, a mother and daughter enjoy a meal of peanut butter sandwiches on a cold mountaintop.  Both depict the outdoors as perhaps a little wet, cold or uncomfortable but still fun.

Holiday Hikers/Just Add Water (cave)

Mountain View/4-Star Dining

Tom Vogl, REI vice president of marketing, says “We hope viewers find them inviting, fun and authentic…”

Dan Neil of the LA Times says “I think the retailer just walked off a cliff.”

What did our team have to say?

She Said:  Boomers Love the Outdoors, Won’t Love these Ads

It’s only right that Kathy East, VP of Client Services Director and a Baby Boomer herself, starts our generational face-off.

What a missed opportunity!  And worse than that … The elders in both spots are TOTALLY IGNORED!  I’m not feeling all warm and fuzzy about that co-op I joined 35 years ago in Seattle.  Yes, 35 years ago when I was 2 years old 20 years old. 

Part 4 of a series on using social media for marketing to Baby Boomers and beyond. PART 4: FIVE WAYS LINKEDIN CAN HELP YOU REACH 40+ PROFESSIONALS Where can you be virtually guaranteed to find affluent, educated and mature consumers online? Try LinkedIn. For companies targeting younger matures (the tip of Gen X, Gen Jones/trailing edge Baby Boomers and those in…

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