Baby Boomers are America’s largest, wealthiest consumer base and yet, they are also the most overlooked and stereotyped. According to Nielsen, 95% of the categories they track are dominated by Baby Boomers yet only 5% of all ad spending is targeted to this audience.
We have been focusing on Baby Boomers since 2007 and our ongoing exploration of the cohort and brailling of Boomer culture has led to insights that are on few radar screens today. During this time, and on a quest that continues, we have identified 12 Boomer trends (BoomerHeadings) that reflect and predict Boomer behavior and that must be understood to make proper inroads with this audience.
Our work has led to explorations of Boomers across categories including travel/leisure, retail and pharmaceuticals.
Our insights have had application in financial services, pain management, technology and even human resources.
Our goal is to help illuminate new and innovative opportunities for reaching and capturing this highly underdeveloped market with actionable solutions.
We KNOW this market and we ARE this market. We targeted them at 18-24, we marketed to them at 25-34, we grew with them at 35-44, and we ARE them now as the youngest of them hits 50 and the oldest is still mid-60’s. We know the lens through which they must be viewed and the filters through which they view brands, services and messages.