Boomers – spanning 20 years, are at various life stages with needs for products and services. One More Reason Why Marketers Still Need to Target Boomers

Though marketers are tempted to lump all Baby Boomers together in one demographic, it is critical to realize that spanning 20 years from leading edge to trailing edge Boomers, they are not all the same. Categorized as being born from 1946 - 1964, the 40-somethings don't really see themselves as relating to the Boomers turning 65 and vice versa as illustrated in a commentary to Matt Thornhill, Boomer Project founder/president. And even within one age demographic, like the larger segment of the audience in their mid - 50's, there can be Boomers with young children or teenagers right through having grandchildren. Not to mention those already taking care of their parents. The key is to focus on life stage no matter what the age and since they're not brand loyal (as described in our last post), there's plenty of opportunity for new marketers and new products or services to catch Boomers' attention. You just have to appeal to what's going on in their lives now and not focus on their age.


Source:  MediaPost Engage:Boomers Blog, article by Matt Thornhill

(On January 1, 2011, the first of the Baby Boom generation begins to turn 65. While marketers have traditionally viewed anyone over 49 as over the hill, there are compelling reasons why overlooking Boomers isn’t smart for business. During the course of the next few weeks, we’ll be highlighting 65 of those reasons.)