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Was 2009 the end of 55+, age-qualified, active adult housing?  It certainly was a painful year for builders, developers, and experts like myself, who had expected this market would out-perform the overall housing market during a downturn.  Instead, as I note in my Top Ten Take-Aways from IBS, mature homebuyers – primarily discretionary purchasers – exercised their discretion and stayed…

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. 

Thanks to a tweet this a.m. from Bill Vick, we can share some updated statistics on what 65+ seniors do online.  New data from Nielsen Online shows that email is still the number one activity of these older Americans.  The next two activities - getting maps and weather - suggest gift-givers might safely consider buying their grandparents a GPS or…

My grandmother moved in with my mom in the eary 1990s,  and Mom jokes the household suffered instant memory loss.  Nana completely forgot that my mom was an intelligent woman who had travelled the world, worked and raised a family.  Mom quickly forgot what it was like to finish a story by herself.  "That's not the way it happened," Nana would…

This Veteran’s Day, there are an estimated 23.2 million men and women who have served in the American Armed Forces. 9.2 million are over the age of 65 (the Silent and Greatest generations and their elders). As we recognize those who have given years (and lives) in service, marketers can and should consider the veteran population as a distinct subgroup of older consumers. Mature marketing experts Creating Results offers five facts and marketing insights into the “niche” of elder veterans.

Generational marketing expert Todd Harff tells Housing for Seniors that 2010 will see innovation in the active adult (50+) housing market.  What form will that innovation take?  Many forms.  Harff says it's clear that builders are focused on new concepts and marketing strategies, and that some past trends targeting Baby Boomers and beyond have run their course. What's Out: 10-foot ceilings:…

Kudos to MetLife and NAHB who recently released a study about how builders were doing meeting the expectations of the mature market (Baby Boomers and beyond).  At Creating Results, we love research!  Decisions can be made based on data rather than that gut feel in your stomach or the old fall-back “we’ve always done it that way.”  In this economy, when…