How to Market to Baby Boomers — The $2 Trillion Question

New York, May 8, 2006 — How to tap into the estimated $2 trillion in spending power wielded by Baby Boomers aged 40-59 is an ongoing question that continues to puzzle marketers and manufacturers alike. Yet according to a new report from market research publisher Packaged Facts, Baby Boomers: Attitudes, Markets, and Opportunities, avoiding all references to age and metallics, i.e. silver and gold, is the best place to start.

An attitudinally-focused report, Baby Boomers explores beyond sheer numbers and statistics to penetrate deeply into how Boomers are revolutionizing what it means to “age,” as they continue to approach life with the same intensity and self-indulgent determination while approaching 60 as they did in their 20s and 30s.

Indeed, as many boomers simultaneously experience parenthood, grandparenthood, widowhood, divorce, elder care, retirement, and semi-retirement, they are redefining these terms to fit their own philosophies and lust for retaining youthfulness.

Health, diet and wellness, finances, technology, home, and travel—fully explored in the report—play an important role in Boomers’ quest to continue living the good life. Anything that takes away from this quest is bad karma.

“Boomers are used to being the center of attention. But current marketing still caters to the youth culture between 18 and 40—ironically using approaches that Boomers themselves created. Now they’re angry that they are not the center of attention anymore,” notes Don Montuori, the publisher of Packaged Facts. “By refocusing on boomers as they are today, focusing on their psychographic, youth-oriented eccentricities and specialized life stages as opposed to lifestyles, marketers will be better equipped to tap into this vast—and lucrative—market.”

Baby Boomers provides a forward-thinking look at shopping behaviors, consumer attitudes, and life influences driving this 77 million consumer base, which is growing up…not aging. Including a critical analysis of Boomer advertising, including Boomer feedback on blogs, the report champions the cause of how to reach Boomers living out their extended youth. Priced at $3,500, this report is available from Packaged Facts by clicking: http://www.packagedfacts.com/pub/1190036.html. It is also available at MarketResearch.com.

About Packaged Facts
Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer industries, including consumer goods, foods and beverages, and demographics. For more information visit www.PackagedFacts.com, or contact Tom Ehart at 240-747-3014, or tehart@marketresearch.com.