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Category Archives Boomers

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…

Despite Hollywood's infatuation with youth, half of movie tickets are bought by people over 30. "Youth-oriented movies make or break themselves on their opening weekends," says Bill Newcott, host of Movies for Grownups® and editor of AARP The Magazine. "But three of the highest-grossing movies of all time—the grownup-oriented My Big Fat Greek Wedding, Dances with Wolves, and A Beautiful Mind—never…

My Nana turns 98 today, and in her honor we present some facts about what's been called the "grandparent economy."  Mary Furlong describes grandparents as "wealthy and willing to spend."  And, while Nana is a card-carrying member of the Greatest Generation, marketing to grandparents today can't be done without a better understanding of marketing to Baby Boomers.  Read on for some spending stats and a resource for those curious to learn more.

Baby Boomers are Grandparents, Too

According to Grandparents.com, roughly half of all Boomers are grandparents and the other half are soon to follow.  Their April 2009 report, authored by demographer Peter Francese, looked at the spending habits and economic impact of grandparents and found that "in aggregate, they buy $2 trillion worth of goods and services annually."  Francese/Grandparents.com also found that grandparents are younger than ever before:
* "Parents first become grandparents at the median age of 50 for women and 54 for men. * 54% of grandparents, almost 38 million, are younger than 65 years old. * By 2010, more than half of the grandparent population (51%) will be Baby Boomers (those born between 1946 and 1964) — nearly 60% by 2015."

eMarketer's new data on the US Internet population shows that the online world now resembles the offline: filled with active older consumers.  Internet usage is shifting, as mature users have taken to the Web.  Those marketing to Boomers and seniors will note that eMarketer predicts this trend will continue for the next five years: "More than one-half of new users will be ages…

Pop quiz: what topics were hot at this year’s International Builders Show?  A. Green Building, B. Financing (good luck, buddy), C. Social Media, or D. The psychological outlook of Baby Boomers and other active adult homebuyers.  If you answered “all of the above,” you’re today’s winner.* Baby Boomers are wounded, worried and wary.  Even those who have survived the recent…

Social media marketing seemed to be the topic of the hour at the 2010 International Builders Show (and other conferences I’ve attended in the past few months, such as the American Association of Homes and Services for the Aging event).  Builders and developers – of active adult communities, of intergenerational housing, of continuing care retirement communities – are all wondering…

What Baby Boomers read is a topic of great interest to media planners and generational marketing agencies like Creating Results.  So, when min – an authority on the consumer and b2b magazine business – welcomed the new decade with a list of the top 10 monthly magazines for the last decade, Creating Results wondered ... are Baby Boomers behind the positive numbers? …

Two new articles to share for those committed to more effective marketing to Baby Boomers and Silent Generation (seniors).  Last week, MarketingSherpa profiled a campaign for one of our retirement community (CCRC) clients that lifted leads from older prospects more than 267% over the previous year.  And, the International Council on Active Aging(ICAA) featured a by-line by our own Todd…

Yesterday we let a Baby Boomer, a “gap kid” (born just after Generation Jones) and a member of Generation X sound off on whether REI’s first-ever TV ads will motivate Boomers.  It was the first-ever Creating Results generational face-off.  Today, we address a perhaps bigger question:  Old People Don't Hike or Camp, Do They? Demographics of Outdoor Recreation Outdoor recreation…

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.