Resources - Mature Market Headlines

The future of luxury brands

Media Post Publications, 7/6/09

Abstract:

An unprecedented economic recession has swept a pall of fear and frugality across the nation. For the Baby Boomer generation, is it here to stay?

In an Adweek article, "Boomers Caught in Squeeze Play," which assesses Boomer consumerism in these difficult times, the future does appear bleak.

Eric Almquist, a Bain & Co. partner, observes that a large group of pre-retirement Boomers are entering a lifestage of economic parsimony.

The current Boomer mindset revolves around a nearly universal question: "Can I live off my savings and Social Security for the rest of my life?" This leads to greater risk aversion, obsessive price shopping, and an urge to preserve fiscal equilibrium.

Ben Kline, with Leo Burnett in Chicago, believes that consumers are not just cutting back on spending; they're reassessing what is important.

> Read the full story > Return to 50+ Headlines