How to tap into the estimated $2 trillion in spending power wielded by Baby Boomers aged 40-59 is an ongoing question that continues to puzzle marketers and manufacturers alike. Yet according to a new report from market research publisher Packaged Facts, Baby Boomers: Attitudes, Markets, and Opportunities, avoiding all references to age and metallics, i.e. silver and gold, is the best place to start.
An attitudinally-focused report, Baby Boomers explores beyond sheer numbers and statistics to penetrate deeply into how Boomers are revolutionizing what it means to « age, » as they continue to approach life with the same intensity and self-indulgent determination while approaching 60 as they did in their 20s and 30s.
Indeed, as many boomers simultaneously experience parenthood, grandparenthood, widowhood, divorce, elder care, retirement, and semi- retirement, they are redefining these terms to fit their own philosophies and lust for retaining youthfulness.
Health, diet and wellness, finances, technology, home, and travel-fully explored in the report-play an important role in Boomers’ quest to continue living the good life. Anything that takes away from this quest is bad karma.
« Boomers are used to being the center of attention. But current marketing still caters to the youth culture between 18 and 40-ironically using approaches that Boomers themselves created. Now they’re angry that they are not the center of attention anymore, » notes Don Montuori, the publisher of Packaged Facts. « By refocusing on boomers as they are today, focusing on their psychographic, youth-oriented eccentricities and specialized life stages as opposed to lifestyles, marketers will be better equipped to tap into this vast-and lucrative-market. »
Baby Boomers provides a forward-thinking look at shopping behaviors, consumer attitudes, and life influences driving this 77 million consumer base, which is growing up … not aging. Including a critical analysis of Boomer advertising, including Boomer feedback on blogs, the report champions the cause of how to reach Boomers living out their extended youth. Priced at $3,500, this report is available from Packaged Facts by clicking: http://www.packagedfacts.com/pub/1190036.html. It is also available at MarketResearch.com.
Source: Packaged Facts
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