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Wrapping up our short takes from new Pew Research Center data, we turn to religion.  Pew's study says that Millennials are not as religious as the four elder cohorts - Gen X, Baby Boom, and generations Silent and Greatest.

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Pew points to people's natural “tendency to place greater emphasis on religion as they age" but notes that - when you look at how the generations felt when they were of similar ages (18-29 years old), Millennials are more like Baby Boomers than Gen X.
"[Y]oung people today look very much like Baby Boomers did at a similar point in their life cycle; in a 1978 Gallup poll, 39% of Boomers said religion was very important to them."
We are reminded that marketing to Boomers or any other generation for that matter) cannot be based on a cohort's label alone.  It's what what Dick Stroud once called the "the blindingly obvious – lifestyle and lifestage trumps age."

More insights from a new Pew Research Center study on the Millennials, which compares the attitudes and habits of 18-29 year olds with those of the Baby Boom, Silent and X generations.  Today's topic: Social networking. Despite tremendous growth in the numbers of Baby Boomers and matures actively participating in social networks, Pew Research Center found that “Only 30% of all Boomers…

Another look at the generational marketing snapshots provided in the new Pew Research Center study on Millennials (see yesterday's post).  Today's topic: Technology.   Two years ago, Harris Interactive asked Americans what they'd re-name their generation, if they could.  A full quarter of both Millennials and Gen X chose "Generation Tech."  That finding is confirmed in Pew's new research which reported…

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? …