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"Particularly in the last year or so, there has been a reawakening of marketing to Boomers as a group," says Mark Doherty, vice president of Chadwick Martin Bailey. In part, that is because Boomers are credited with being a heavily consumption-oriented bunch, even as they head toward retirement.
"They aren't going into a shell…they're spending money rather than putting money away," adds Martin Murk, Chadwick Martin Bailey project manager.
The researchers say they cannot point to any companies currently evaluating the Boomer market in this way, as they have only recently released their findings to clients and the public. "Trying to market to the whole Boomer population probably isn't worth your while as a marketer," Murk says. "Be more specific about whom you're going after, rather than trying to just chase everyone aged 41 to 63."
The five groups singled out by Chadwick are:
- Status Seekers -- more than one fourth of the age group falls into this category, one that places a great deal of value on having money and visible marks of prestige.
- Traditionalists -- 23 percent of the Boomer population, according to Chadwick. Church-going, frugal, and politically conservative.
- Blue Collar Skeptics -- 18 percent of the population, a hard-working and lower-income group.
- Activists -- The vestiges of the protest poster children of the 1960s and 1970s, representing 17 percent of the population. The most likely to be interested in liberal political messages and environmental issues.
- Achievers -- The smallest group, aggressive users of technology and very goal-oriented.
The firm surveyed 1,000 members of the age group across the country on a variety of questions ranging from their current attitudes about politics and consumer considerations to their life during the 1960s and 1970s and their family environment growing up.
Source: 1to1 Weekly, www.1to1.com
