Marketing to Baby Boomers, Part 2 -- Redefining Aging in America
As Boomers get older, they're redefining what it means to be old. That doesn't mean Boomers want to be back in their 20s or 30s; it simply means they want to feel as good as possible for their age. In fact, many Boomers say they feel about 12 years younger than they are. They're realistic about what it means to grow older, but they aren't ready to be "old." Maybe they'll never be ready.
"The massive postwar boomer generation that drove every significant cultural and marketing trend for 50 years…is defying marketers' expectations about how it wants to live and shop," says Louise Lee in BusinessWeek.
They're also planning on keeping up with technology. Some members of the WWII generation rode in horse-drawn wagons in their youth, but lived to see the first moon landing. Is it any wonder that, with so many changes, some of them have trouble programming their VCRs?
Not so with Baby Boomers. Boomers grew up behind the steering wheel, and they intend to remain mobile well into their golden years. Most Boomers have never experienced a world without technology, and they've kept up with every advance-in fact, they've been responsible for many of them (think Bill Gates, one Boomer who turned 50 in 2006). Because they've been there every step of the way, you can expect them to continue to be technology-savvy as they grow older.
Boomers also aren't going to be flocking to Florida and Arizona when they turn 65. For one thing, Baby Boomers won't be retiring as early as many of their parents and grandparents did. A recent Merrill Lynch & Co. survey of Boomers showed that fewer than 20% of Boomers see themselves stopping work altogether as they get older. For some, it's a matter of insufficient retirement funds. Others plan to reinvent themselves by starting a second career. Finally, Boomers seem to prefer to retire near their families, keeping those relationships tight-knit, rather than moving away to a warmer climate.
Related Tags: marketing, elderly, aging, 50, demographics, target market, baby boomers, boomers
Andrea Di Salvo's writing background includes features, editorials, reviews, profiles, poetry and fiction. She was the winner of the MOTA short story contest in 2002 and received honorable mentions for fiction from Writer's Journal magazine in 2002 and 2004. Andrea also worked as editor for AVA (Advertise Virginia) Magazine from 2005 to 2006. Check out her blog at creativewithwriting.blogspot.com
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