Understanding Baby Boomer Demographics

If your clients insist on marketing to the 77 million members of the Baby Boom generation with one stroke of the same brush, they are missing a key opportunity to increase sales. This generation includes consumers who range from 44 to 62 years old.

Here are three of the top 10 myths (debunked) about this generation:

  • They are planning to retire early – Research shows just over 10% will retire early. Another 17% are continuing their education and changing careers. Nearly 80% will work or volunteer in retirement.
  • They don’t pay attention to online advertising – Research shows 26% click on ads when they’re interesting or selling products of interest.
  • They are past their peak spending years – Research shows a sizeable percentage of consumers between the ages of 50 and 65 buy new residences, pay for their children’s college education, and search for new jobs.

Remind your clients of the importance of targeting consumers by behavior rather than age in order to increase sales.

Source: Focalyst release, April 2008

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.