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Marketing To Gen X, Y, Boomers And Seniors

TheMatureMarket.com, 8/11/07

Abstract:

Confused about what Generation X, Y, and age-related segments of today's market really want? If you learn the differences that appeal to each, your product and services sales will soar...

...Baby boomers are that vast population of 78 million-plus people born between 1946 and 1965. As a group, they are more prone to impulse buying, so think flash, fun and out-front placement of your products. Each spends an average of $41,000 annually on cars, recreation, education, insurance and apparel. Of the boomers, 28 million are empty-nesters, so children's goods and services won't appeal as strongly to this group, unless they already are grandparents. They tend to have a Peter Pan mentality about aging, so appeal to their youthful and adventurous side. They want goods and services that will have them time, increase their energy and lower stress.

Bottom Line: They boast more college degrees than previous generation, so don't talk down to this market in your advertising copy. And don't assume that all are in love only with the Internet; also include offline approaches in marketing to this age group. And never, ever use the word "aging" in your advertising; they will buy into hip nostalgia, but not into aging.

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