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A fundamental attitude change sweeping the baby boomer generation means changes in marketing to these 77 million Americans

Market Wiire, 6/4/08

Abstract:

One of the most surprising discoveries, especially with regard to the eldest boomers, who turn 62 in 2008, is that the catch-all marketing image of the Aging Free-Love Commune Psychedelic Hippie Radical, while convenient and often amusing, doesn't actually apply. So what does, you ask? A fully updated report from Packaged Facts, Baby Boomer Attitudes and Opportunities: At Home, At Work and On the Road, dispels common misconceptions about the generation and examines the cohort's surprising diversity across demographic segments.

Anti-aging products are just one of the industries that will see growth from the 77 million aging Baby Boomers in the United States who believe life is just starting. Packaged Facts predicts that Boomer-oriented trends in the future will include: Prevention-centered healthcare to keep aging bodies disease free; media and Internet technology that facilitates family and social ties; housing innovations that allow homeowners to age in place; increasing entrepreneurial activity among those who have retired, with flexible work schedules that allow for equal work and leisure time; and a growing diversity in travel and leisure options, especially with regard to volunteer and eco-friendly opportunities...

...This fully updated report from Packaged Facts, U.S. Baby Boomer Attitudes and Opportunities: At Home, At Work and On the Road, explores the behaviors of Americans born between 1946 and 1964 and examines their attitudes and motivations, particularly their devotion to hard work and youthfulness. At the same time, it delineates how cultural and financial divides inform the diverse ways in which Boomer segments respond to those commonalities.

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