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Marketing to Baby Boomers - US - January 2014

Published By :

Mintel

Published Date : Jan 2014

Category :

Advertising and Marketing

No. of Pages : 204 Pages

Marketing to Baby Boomers is rooted in the quality of the product or service being advertised. Boomers may take notice of product messaging (though they might not want to admit they are influenced by something so prosaic as direct marketing and TV ads), but if products don’t deliver on their promise or perform as expected, Boomers will not hesitate to move on to a competitor – and for many Boomers, even those at a higher price.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

Snapshot of Boomers
Figure 1: US population, by generation share, 2014
Boomer spending
Figure 2: Median household income and average annual expenditures, by all versus Baby Boomers, 2012
The Boomer consumer
Getting the most value, a positive experience, and getting a deal matter most
Figure 3: Baby Boomers’ top five factors very important to purchase decisions, November 2013
Most Boomers not swayed by a company’s social altruism
Figure 4: Baby Boomers who make an effort to buy from “good” companies, November 2013
Boomers who make caused-based purchases most concerned with poverty
Figure 5: Most important social issues to Baby Boomers who go out of their way to buy from companies/brands that support issues, November 2013
Baby Boomers underutilize their smartphones
Figure 6: Smartphone use and attitudes, by all and Baby Boomers, November 2013
Boomers do not appear to be receptive to digital direct marketing
Figure 7: Baby Boomers’ attitudes toward direct marketing communication, November 2013
Keys to Boomers’ success: health, financial security, strong family ties
Figure 8: Achievements critical to success, by Baby Boomers and Millennials, November 2013
What we think

Issues and Insights

How can marketers resonate with Baby Boomers?
The issues:
The implications:
What is the market value of Boomers…and what do Boomers value?
The issues:
The implications:
What drives Boomers’ purchase decisions?
The issues:
The implications:

Trend Application

Inspire Trend: Attention Economy
Inspire Trend: Buydeology
Mintel Futures: Human

Baby Boomers by the Numbers

Key points
Baby Boomers account for nearly one quarter of the US population
Figure 9: US population, by generation share, 2014
Despite falling numbers, Boomers remain a powerful market force
Figure 10: Population by generation, 2009-19

Demographic Characteristics of Baby Boomers

Key points
Marital status
Figure 11: Marital status, by age/generation, 2012
Boomer men are more likely than women to be married
Figure 12: Marital status of Baby Boomers, by age, 2012
Race/Hispanic origin
Figure 13: Share of US population by generation, by race/Hispanic origin, 2012
Household size and presence of children in household
Figure 14: Household size, by generation of householder, 2012
One in five Baby Boomer households have children younger than 18
Figure 15: Households with own children, by generation of householder, 2013
Median household income
Figure 16: Median household income, by age/generation of householder, 2012
Labor force participation
Figure 17: Labor-force status of people aged 16 or older, by age/generation, 2012
Figure 18: Employment status of people aged 16 or older who are in the labor force, by age/generation, 2012
Educational attainment
Figure 19: Educational attainment, by age/generation among those aged 25+, 2012

Baby Boomer Economy

Key points
Boomers account for lion’s share of consumer spending
Figure 20: Median household income and average annual expenditures, by age/generation of householder, 2012
How do Boomers spend their money?
Figure 21: Average annual expenditures by category, by all versus Baby Boomers, 2012
How will Boomers spend in the next decade?

Innovations and Innovators

Programs and initiatives
AARP Innovation @50+
Aging2.0
AACC Plus 50 Initiative
Technology
AdhereTech – smart pill bottles designed to increase medication adherence
Figure 22: AdhereTech smart pill bottle
Retail and clothing
Amazon
MarlaWynne – fashion for the 50+ woman
Leisure
Tee Pal Pro
Figure 23: Tee Pal Pro
Health and fitness
Striiv – the world’s first smart pedometer
Figure 24: Striiv pedometer
Fitbit Aria scale – measuring more than just weight
Oxo – providing universal design

Marketing Strategies

Boomer-inclusive, but not exclusive
Skinny Cow … and Skinnygirl, Skinny shot, skinny water, etc
Figure 25: Skinny cow Divine Filled Chocolates, 2013
J.Jill uncomplicates fashion
Figure 26: J.Jill uncomplicate campaign, 2013
Figure 27: J.Jill “uncomplicate.” video, 2013
Tylenol helps grandma to be active for her grandchild
Figure 28: Tylenol, “Are you ready grandma?” TV ad, 2013
Travel targets Boomers – with upgrades at a higher price point
Air travel
Cruises
Figure 29: Viking River Cruises, TV ad, 2013
Samsung shames Apple devotees by suggesting they are parents

Personal Finances and Spending Habits

Key points
Boomers more worried about the longer term
Figure 30: Personal finances – concerns and habits, by all and Baby Boomers, November 2013
Boomers working full-time appear comfortable about finances
Figure 31: Baby Boomers’ personal finances – concerns and habits, by employment status, November 2013
Strict budgeters’ financial concerns and habits are similar to the average Boomer
Figure 32: Baby Boomers’ personal finances – concerns and habits, by those who stick to strict budget, November 2013
Boomers are responsible spenders – at least they think so
Figure 33: Average total debt (2012), credit debt (2103), by generation, 2012/13
Figure 34: Frequency of overspending, by all and Baby Boomers, November 2013
Unexpected expenses drive overspending, living on the edge also a factor
Figure 35: Reasons for overspending, by all and Baby Boomers, November 2013

Factors Influencing Purchase Decisions

Key points
Value and experience matter most to Boomers’ purchasing decisions
Three quarters want to feel good about purchases
I am what I am – and that’s just fine
Figure 36: Importance of select factors to Baby Boomers’ purchase decisions, November 2013
Compared to Millennials, Boomers are considerably less influenced by most factors
Figure 37: Factors very important to purchase decisions, by Baby Boomers and Millennials, November 2013
Boomer women give greater consideration to purchases
Figure 38: Factors very important to Baby Boomers’ purchase decisions, by gender, November 2013
Younger Boomers seek satisfaction through discounts
Figure 39: Factors very important to Baby Boomers’ purchase decisions, by age, November 2013
Boomers working full-time less concerned with value
Figure 40: Factors very important to Baby Boomers’ purchase decisions, by employment status, November 2013

Personal Information and Incentives to Share

Key points
Boomers willing to share habits, preferences, email address
Figure 41: Type of personal information Baby Boomers would/would not be willing to share, November 2013
If the subject is initially unwilling to share, most won’t be enticed by incentives
Figure 42: Incentives that would prompt Baby Boomers to share personal information, October 2013
Age is just a number – or is it?
Figure 43: Type of personal information Baby Boomers would not share even if incentives offered, November 2013
Boomers who appreciate tailored advertising more willing to share
Figure 44: Type of personal information Baby Boomers would be willing to share, by those who are positive toward personalized advertising, November 2013

Expectations of Companies and Brands

Key points
Boomers do not appear to be receptive to digital direct marketing
Purchasing trends show email and direct mail marketing is effective …
Figure 45: Made a purchase as a result of message received through specified channel, by age, 2012
… but you don’t get something for nothing
Figure 46: Baby Boomers’ attitudes toward direct marketing communication, November 2013
Most Boomers not swayed by a company’s social altruism
Figure 47: Baby Boomers who make an effort to buy from “good” companies, November 2013
Boomers expect less when it comes to digital forms of communication
Diversity, inclusivity
Figure 48: Attitudes toward company business practices, by Baby Boomers and Millennials, November 2013
Gender and age impact Boomers’ perceptions of companies
Figure 49: Baby Boomers’ attitudes about business practices, advertising, and technology, by gender and age, November 2013

Attitudes toward Personal Health and Health Reform

Key points
Baby Boomers less tolerant of unhealthy habits
Figure 50: Attitudes about personal health, by Baby Boomers and Millennials, November 2013
As affluence increases, so does sense of personal accountability
Figure 51: Baby Boomers’ attitudes about personal health, by household income, November 2013
Optimistic attitudes about health tied to affluence
Figure 52: Baby Boomers’ attitudes about personal health, by those who think they are healthier than most others their age, November 2013
Baby Boomers skeptical about impact of the Affordable Care Act
Figure 53: Attitudes about the 2010 Affordable care act, by Baby Boomers and Millennials, November 2013
Unlike personal health attitudes, affluence has little impact on perception of the ACA
Figure 54: Baby Boomers’ attitudes about healthcare reform, by household income, November 2013
Weight is top health concern among Baby Boomers
Figure 55: Personal health concerns, by Baby Boomers and Swing/WWII generations, November 2013

Technology Use and Opinions

Key points
Baby Boomers underutilize their smartphones
Figure 56: Smartphone use and attitudes, by all and Baby Boomers, November 2013
One quarter prefer shopping online rather than in store
Figure 57: Preference for online/offline shopping and influence of mobile ads, by all and Baby Boomers, November 2013
Boomers tuned in to return policies when shopping online
Figure 58: Usually checks return policy before making an online purchase, by generation, March 2013
One in five Boomers think they spend too much time online
Figure 59: Preference for online/offline shopping and influence of mobile ads, by all and Baby Boomers, November 2013
Boomers multitasking on tech is similar to average
Figure 60: Technology use and communication preferences, by all and Baby Boomers, November 2013
Technology use loosely correlated to household income
Figure 61: Baby Boomers’ technology use and opinions, by household income, November 2013

Most Important Social Issues

Key points
Boomers say that poverty in the US is the most important social issue
Poverty and education
Physical health
Online privacy and security
Veterans and military
Community and political activism
Figure 62: Most important social issues, by all and Baby Boomers, November 2013
Boomers who make caused-based purchases most concerned with poverty
Figure 63: Most important social issues to Baby Boomers, by those who go out of their way to buy from companies/brands that support issues, November 2013

Opinions about Work and Career

Key points
Boomers prioritize health benefits, personal fulfillment, job security
Figure 64: Baby Boomers’ opinions about work and career, November 2013
Health benefits are considered a top priority
Figure 65: Good health benefits should be a priority – agree/disagree, by Baby Boomers and Millennials, November 2013
Personal fulfillment, passion for work, and making a difference
Figure 66: Workers should feel passionate – agree/disagree, by Baby Boomers and Millennials, November 2013
Figure 67: Making a positive difference is more important than money – agree/disagree, by Baby Boomers and Millennials, November 2013
Job security trumps potential for advancement
Figure 68: Baby Boomers’ attitudes toward job security and advancement – agree/disagree, November 2013
Boomers compartmentalize professional relationships
Figure 69: Manager’s relationships should be professional – agree/disagree, by Baby Boomers and Millennials, November 2013
Boomers realistic about work conditions, looking for improvement
Six in 10 Boomers think most workers deserve greater compensation
Figure 70: Workers are underpaid – agree/disagree, by Baby Boomers and Millennials, November 2013
Striking a balance between extra hours and being competitive
Figure 71: Baby Boomers’ attitudes toward work/life balance, working overtime, and competition in the workplace – agree/disagree, November 2013
Four in 10 Boomers agree many workers are overqualified
Figure 72: Many workers are overqualified – agree/disagree, by Baby Boomers and Millennials, November 2013

Achievements Critical to Success

Key points
Keys to Boomers’ success: health, financial security, strong family ties
Figure 73: Achievements critical to success, by Baby Boomers and Millennials, November 2013
Boomer men more likely to measure success by career
Figure 74: Achievements critical to Baby Boomers’ success, by gender and age, November 2013
Household income impacts ideas of success
Figure 75: Achievements critical to Baby Boomers’ success, by household income, November 2013

Impact of Race and Hispanic Origin

Key points
White Boomers worried about finances – but in better shape than others
Figure 76: Baby Boomers’ personal finances – concerns and habits, by race/Hispanic origin, November 2013
Positive experience, feeling good, standing out more important to Black and Hispanic Boomers
Figure 77: Factors very important, to Baby Boomers’ purchase decisions, by race/Hispanic origin, November 2013
Blacks positive to targeted marketing – find it helpful
Figure 78: Baby Boomers’ buying behaviors and reactions to targeted advertising, by race/Hispanic origin, November 2013
Figure 79: Baby Boomers’ willingness to share personal information, by race/Hispanic origin, November 2013
Black and Hispanic Boomers want environmental business practices
Figure 80: Baby Boomers’ attitudes about business practices, advertising, and technology, by race/Hispanic origin, November 2013
Black Boomers more tolerant of unhealthy habits
Black Boomers also more positive toward Affordable Care Act
Figure 81: Baby Boomers’ attitudes about personal health and healthcare reform, by race/Hispanic origin, November 2013
Weight is Boomers’ number one health concern – particularly Hispanic Boomers
Figure 82: Baby Boomers’ personal health concerns, by race/Hispanic origin, November 2013
Black Boomers multitasking on tech
Figure 83: Baby Boomers’ technology use and opinions, by race/Hispanic origin, November 2013
Black Boomers more concerned than Whites with poverty
Figure 84: Social issues most important to Baby Boomers, by race/Hispanic origin, November 2013
White Boomers struggle with balance; Black Boomers seek more pay
Figure 85: Baby Boomers’ opinions about work and career, by race/Hispanic origin, November 2013
Hispanic Boomers more likely to value social life/circle of friends
Figure 86: Achievements critical to Baby Boomers’ success, by race/Hispanic origin, November 2013

Appendix – Other Useful Tables – Demographic Characteristics

Figure 87: Marital status, by age/generation, 2012
Figure 88: Marital status of men, by age/generation, 2012
Figure 89: Marital status of women, by age/generation, 2012
Figure 90: Median household income, by age/generation of householder, 2012
Figure 91: Household income distribution, by age/generation of householder, 2012
Figure 92: Labor-force status of people aged 16 or older, by age, 2012
Figure 93: Labor-force status of males aged 16 or older, by age, 2012
Figure 94: Labor-force status of females aged 16 or older, by age, 2012

Appendix – Other Useful Consumer Tables

Personal finances and spending habits
Figure 95: Personal finances – concerns and habits, by all and Baby Boomers, November 2013
Figure 96: Baby Boomers’ personal finances – concerns and habits, by gender, November 2013
Figure 97: Baby Boomers’ personal finances – concerns and habits, by age, November 2013
Figure 98: Baby Boomers’ personal finances – concerns and habits, by gender and age, November 2013
Figure 99: Baby Boomers’ personal finances – concerns and habits, by household income, November 2013
Figure 100: Baby Boomers’ personal finances – concerns and habits, by marital status, November 2013
Figure 101: Baby Boomers’ personal finances – concerns and habits, by gender and household income, November 2013
Figure 102: Baby Boomers’ personal finances – concerns and habits, by presence of children <18 and 18+ in household, November 2013
Frequency of overspending
Figure 103: Frequency of overspending, by all and Baby Boomers, November 2013
Figure 104: Reasons for overspending, by all and Baby Boomers, November 2013
Factors influencing purchase decision
Figure 105: Importance of select factors to Baby Boomers’ purchase decisions, November 2013
Figure 106: Factors very important to purchase decisions, by Baby Boomers and Millennials, November 2013
Figure 107: Factors very important to Baby Boomers’ purchase decisions, by gender and age, November 2013
Figure 108: Factors very important to Baby Boomers’ purchase decisions, by household income, November 2013
Figure 109: Factors very important to Baby Boomers’ purchase decisions, by marital status, November 2013
Figure 110: Factors very important to Baby Boomers’ purchase decisions, by gender and household income, November 2013
Figure 111: Factors very important to Baby Boomers’ purchase decisions, by presence of children <18 and 18+ in household, November 2013
Personal information and incentives to share
Figure 112: Type of personal information Baby Boomers would/would not be willing to share, November 2013
Figure 113: Type of personal information Baby Boomers would be willing to share, by race/Hispanic origin, November 2013
Information willing to provide – among those positive to targeted ads
Figure 114: Incentives that would prompt Baby Boomers to share personal information, November 2013
Expectations of companies and brands
Buying behaviors and reactions to targeted advertising
Figure 115: Buying behaviors and reactions to targeted advertising, by all and Baby Boomers, November 2013
Figure 116: Baby Boomers’ buying behaviors and reactions to targeted advertising, by gender, November 2013
Figure 117: Baby Boomers’ buying behaviors and reactions to targeted advertising, by age, November 2013
Figure 118: Baby Boomers’ buying behaviors and reactions to targeted advertising, by gender and age, November 2013
Figure 119: Baby Boomers’ buying behaviors and reactions to targeted advertising, by household income, November 2013
Figure 120: Baby Boomers’ buying behaviors and reactions to targeted advertising, by marital status, November 2013
Figure 121: Baby Boomers’ buying behaviors and reactions to targeted advertising, by employment status, November 2013
Figure 122: Baby Boomers’ buying behaviors and reactions to targeted advertising, by gender and household income, November 2013
Figure 123: Baby Boomers’ buying behaviors and reactions to targeted advertising, by presence of children <18 and 18+ in household, November 2013
Attitudes about business practices, advertising
Figure 124: Attitudes about business practices, advertising, by all and Baby Boomers, November 2013
Figure 125: Baby Boomers’ attitudes about business practices, advertising, and technology, by gender, November 2013
Figure 126: Baby Boomers’ attitudes about business practices, advertising, and technology, by age, November 2013
Figure 127: Baby Boomers’ attitudes about business practices, advertising, and technology, by household income, November 2013
Figure 128: Baby Boomers’ attitudes about business practices, advertising, and technology, by marital status, November 2013
Figure 129: Baby Boomers’ attitudes about business practices, advertising, and technology, by employment status, November 2013
Figure 130: Baby Boomers’ attitudes about business practices, advertising, and technology, by gender and household income, November 2013
Figure 131: Baby Boomers’ attitudes about business practices, advertising, and technology, by presence of children <18 and 18+ in household, November 2013
Attitudes toward personal health and health reform
Figure 132: Attitudes about personal health and healthcare reform, by all and Baby Boomers, November 2013
Figure 133: Baby Boomers’ attitudes about healthcare reform, by those who think they are healthier than most others their age, November 2013
Figure 134: Baby Boomers’ attitudes about personal health and healthcare reform, by gender, November 2013
Figure 135: Baby Boomers’ attitudes about personal health and healthcare reform, by age, November 2013
Figure 136: Baby Boomers’ attitudes about personal health and healthcare reform, by gender and age, November 2013
Figure 137: Baby Boomers’ attitudes about personal health and healthcare reform, by marital status, November 2013
Figure 138: Baby Boomers’ attitudes about personal health and healthcare reform, by employment status, November 2013
Figure 139: Baby Boomers’ attitudes about personal health and healthcare reform, by gender and household income, November 2013
Figure 140: Baby Boomers’ attitudes about personal health and healthcare reform, by presence of children <18 and 18+ in household, November 2013
Personal health concerns
Figure 141: Personal health concerns, by all and Baby Boomers, November 2013
Figure 142: Baby Boomers’ personal health concerns, by gender, November 2013
Figure 143: Baby Boomers’ personal health concerns, by age, November 2013
Figure 144: Baby Boomers’ personal health concerns, by gender and age, November 2013
Figure 145: Baby Boomers’ personal health concerns, by household income, November 2013
Figure 146: Baby Boomers’ personal health concerns, by marital status, November 2013
Figure 147: Baby Boomers’ personal health concerns, by employment style, November 2013
Figure 148: Baby Boomers’ personal health concerns, by gender and household income, November 2013
Figure 149: Baby Boomers’ personal health concerns, by presence of children <18 and 18+ in household, November 2013
Technology use and opinions
Figure 150: Technology use and opinions, by all and Baby Boomers, November 2013
Figure 151: Baby Boomers’ technology use and opinions, by gender, November 2013
Figure 152: Baby Boomers’ technology use and opinions, by age, November 2013
Figure 153: Baby Boomers’ technology use and opinions, by gender and age, November 2013
Figure 154: Baby Boomers’ technology use and opinions, by marital status, November 2013
Figure 155: Baby Boomers’ technology use and opinions, by employment status, November 2013
Figure 156: Baby Boomers’ technology use and opinions, by gender and household income, November 2013
Figure 157: Baby Boomers’ technology use and opinions, by presence of children <18 and 18+ in household, November 2013
Most important social issues
Figure 158: Most important social issues, by all and Baby Boomers, November 2013
Figure 159: Social issues most important to Baby Boomers, by gender, November 2013
Figure 160: Social issues most important to Baby Boomers, by age, November 2013
Figure 161: Social issues most important to Baby Boomers, by gender and age, November 2013
Figure 162: Social issues most important to Baby Boomers, by household income, November 2013
Figure 163: Social issues most important to Baby Boomers, by marital status, November 2013
Figure 164: Social issues most important to Baby Boomers, by employment status, November 2013
Figure 165: Social issues most important to Baby Boomers, by gender and household income, November 2013
Figure 166: Social issues most important to Baby Boomers, by presence of children <18 and 18+ in household, November 2013
Opinions about work and career
Figure 167: Baby Boomers’ opinions about work and career, November 2013
Figure 168: Baby Boomers’ opinions about work and career, by gender, November 2013
Figure 169: Baby Boomers’ opinions about work and career, by age, November 2013
Figure 170: Baby Boomers’ opinions about work and career, by gender and age, November 2013
Figure 171: Baby Boomers’ opinions about work and career, by household income, November 2013
Figure 172: Baby Boomers’ opinions about work and career, by marital status, November 2013
Figure 173: Baby Boomers’ opinions about work and career, by employment status, November 2013
Figure 174: Baby Boomers’ opinions about work and career, by gender and household income, November 2013
Figure 175: Baby Boomers’ opinions about work and career, by presence of children <18 and 18+ in household, November 2013
Achievements critical to success
Figure 176: Achievements critical to success, by all and Baby Boomers, November 2013
Figure 177: Achievements critical to Baby Boomers’ success, by gender, November 2013
Figure 178: Achievements critical to Baby Boomers’ success, by age, November 2013
Figure 179: Achievements critical to Baby Boomers’ success, by marital status, November 2013
Figure 180: Achievements critical to Baby Boomers’ success, by employment status, November 2013
Figure 181: Achievements critical to Baby Boomers’ success, by gender and household income, November 2013
Figure 182: Achievements critical to Baby Boomers’ success, by presence of children <18 and 18+ in household, November 2013

Appendix – Baby Boomer Associations

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