Boomers Broken Down
November 9 2006
Marketers and advertisers generally fail to properly segment and target the Baby Boomer generation, despite their awareness of its high purchasing power, according to Chadwick Martin Bailey (CMB). The Boston-based MR firm released its own five-segment analysis this week.
VP Mark Doherty says that 'For years, companies have been marketing their products to the Baby Boomer generation as if it were a homogeneous group... Using the new segments we've identified, we believe there's a more effective way to target America's most-publicized generation.'
The survey, conducted in conjunction with Arnold Worldwide, highlighted two 'common misperceptions', as follows:
- More than 70% of Boomers were never actually politically active in the 60's and 70's. For example, only 6% claim to have been active participants in historic movements such as civil rights, anti-war and women's rights; and only 15% claim to have participated in demonstrations or protests.
- While only one in five Boomers consider themselves a 'knowledgeable source of information for new technologies,' certain portions of the Boomer population are much more tech-adept than previously believed.
CMB's five subgroups are:
- Status Seekers (26% of boomers). These are materialistic and feels that money is the best measure of success. They enjoy the finer things in life and are willing to pay more for brand names.
- Traditionalists: (23%). Defined by their conservative political, economic and social views. They have traditional attitudes and belief systems, are known for following the rules, and are smart consumers (interested in value, trust and variety). 45% 'will go out of the way to buy American-made products.'
- Blue Collar Skeptics: (18%). Hesitant to trust big businesses and are concerned about the amount of information online. They fall on the low end of the Boomer income bracket and are more stressed about time and money than the rest of their generation. 68% fear they haven't saved enough money for retirement.
- Activists: (17%). Generally liberal. Donating a significant amount of time and money to charity. Concerned about the environment, brand-loyal, and financially smart with 37% describing themselves as 'green consumers'
- Achievers: (16%). Adopt technology early and rely on it heavily. Focused on success and wealth and heavily involved in social activities.
CMB surveyed 1000 people born between 1946 and 1964. The firm is online at
www.chadwickmartinbailey.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
