NMI Identifies Five Boomer Consumer Segments: Ideal for Marketing/Advertising Initiatives

Harleysville, Pa. (March 2006) – Baby Boomers represent a diverse and economically powerful group of consumers. Marketers and advertisers need to understand the drivers of Boomer attitudes and behaviors in order to successfully reach and talk to this influential group. In fact, a majority of Boomers prefer ads that show people their own age and which capture a sense of their generation.

According to NMI Managing Partner Steve French, “A majority of Boomers state they have become more brand loyal and consistent with the brands they use – an attractive consumer for marketers to target. Boomers can also be considered 'influencers' as approximately three quarters are telling their friends and family about something new they learn regarding health and wellness.”

Based on data and insight from NMI's Healthy Aging/Boomer Database™, NMI has developed a proprietary Boomer consumer segmentation among the U.S. population consisting of five segments:

• ARRIVERS: (19% of Boomers) The most financially prepared, proud of their accomplishments and successful at achieving their ambitions. They understand the connection between lifestyle and healthy aging. Products that enhance self-direction and independence appeal to this segment.

• STRIVERS: (18% of Boomers) A youth-oriented segment that is healthy in body, extremely active and well on their way to achieving their goals. Attracted to non-mainstream, anti-aging health products that are hip, cool and trendy. Likely to be searching for the fountain of youth. Very brand loyal consumer group.

• WORRIERS: (21% of Boomers) The largest segment – this female skewed group fears poverty more than those who are actually poor. They take responsibility for their health, but have a significant fear of future illnesses, which drives a range of preventive health modalities. They want new brands that are affordable, proven and provide peace of mind.

• BEWILDERED: (17% of Boomers) Least well-off financially and most likely to be managing current health issues. They do not take responsibility for their own health, have a high reliance on Rx, and are highly dependent on others. Least likely to have health insurance. They want control over their lives, providing an opportunity for various industries to provide guidance.

• PETER PANS: (19% of Boomers) They share the values of a much younger cohort with no impetus to mature or become associated with the typically Boomer stereotype. Relatively healthy and less concerned with future health issues. The most male skewed group. Over-arching attitude is that there is plenty of time to sort out their affairs. Great prospects for buy now, pay later.


“The identification and understanding of these consumer segments is vital to many companies with regard to consumer targeting, marketing strategies, new product development, and a range of other initiatives,” states French.

These are some select findings from NMI’s 2006 Healthy Aging/Boomer Database™ study that was conducted in January 2006 among 1,502 Boomers aged 41-60. The data is nationally representative, balanced to the U.S. Census, and has a margin of error of +/- 2.6% For more information on NMI’s Healthy Aging/Boomer Database™, visit NMI’s website at www.nmisolutions.com/healthy_aging.html
or contact us at 215-513-7300.



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NMI is a strategic consulting, market research, and business development company specializing in the health, wellness, and sustainable marketplace. For more information on NMI’s other proprietary research reports and services, visit NMI’s web site at www.NMIsolutions.com.