Seniors Optimistic About the Futures in Their Homes

May 31, 2007

A study conducted by the Internet Home Alliance Research Council found that homeowners over the age of 65 worry less than younger homeowners about living independently, feeling secure in their home, using the bathroom independently, seeing a doctor on short notice and staying connected to family. Read full article.

Overall, they found that seniors are optimistic about having a fulfilling retirement and make choices about their home’s location, design and upgrades that reflect their positive outlooks. Tim Woods, vice president of the council, predicts that “older seniors may be realizing that the aging process is taking less of a toll on them than they expected.”


Menopause Is No Longer a Four-Letter Word

May 31, 2007

An estimated 37 million women in the United States are menopausal, making this inevitable experience no longer a taboo topic. This is due in large part to the mass amounts of boomer women facing menopause and the variety of (sometimes controversial) treatment options available. Read the full article.

It is rare that any two women have the same menopause experience, so appealing to this could be quite lucrative for marketers.

Boomers Are Talking, and Their Friends Are Listening

May 31, 2007

A new study of 502 U.S. baby boomers, titled “B2F Connections,” found that boomers serve as important information sources for fellow boomers when making purchasing decisions. Read complete article.

The study, conducted by Weber Shandwick, said that most boomer to friend conversations and word-of-mouth recommendations are very personal in nature and rich with personal opinion. So you’d think that no topic would be off-limits. Au contraire, as boomers follow a strict “code of silence” when it comes to financial services.

Contrary indeed, since they are the ones that seem to need it the most.

Keeping that Mind Sharp: Video Games vs. Everyday Activities

May 31, 2007

While there’s a ton of hype around electronic games, like Nintendo’s Brain Age, for boomers and seniors to keep their minds sharp, some scientists say that engaging in a range of social, mental and physical activities can do the trick. Staying socially active, engaging in frequent intellectual activities, and exercising will all contribute to better cognitive fitness. Read the whole Buffalo News article.

Some types of suggested activities are volunteering, working on crossword puzzles, recalling books or movies for friends, and taking a walk. One researcher advises to “travel, go to the theater, go to museums, take a dance class” to increase cognitive function and delay dementia. That sounds much better than sitting around and playing a video game.

Boomers Live Past with Top Down

May 30, 2007

The Beacon Journal reports convertibles have a certain sex-appeal and danger that is especially appealing to baby boomers, who have the time and money to spend buying new or restoring old ones. While only 1 to 2 percent of US auto sales are convertibles, those numbers may grow as more boomers enter retirement.

Is Visa Hearing an ‘Echo’ too Soon?

May 29, 2007

Visa just commissioned a study on echo boomers (those born between 1979 to 1989) and baby boomers to compare spending habits, as told by MediaPost. The only true similarity between the groups is that both are concerned about saving for retirement. They concluded that echo boomers are being more frugal in their younger years than the baby boomers were, which will eventually lead to more discretionary income than the baby boomers currently have.

Read the rest of this entry »

Unilever Sees the Boomers are Still Booming

May 29, 2007

Before launching their Dove Pro-Age campaign, Unilever conducted extensive research on the baby boomer generation, which is part of a much larger study on marketing to distinct consumer segments, like boomers and Hispanics. Read the Advertising Age article.

One of the primary reasons they launched the study internally was to convince their own marketing executives that boomers are still viable consumers, and should not be written off due to age. “You’ve got to continue to think about this target,” Eileen Kozin, director of consumer futures, said. “It’s a huge target, and they’re not going away. They’re still going to be influential as they get older, and they’ve got the money to spend.”

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