Boomers continue to defy precedent


You don’t exactly need to forget the significance of 18-49 and 25-54, but if you set the ceiling on your target demo as low as those two higher numbers, you may well be conceding 2 Trillion dollars worth of market power to those media outlets that continue to serve the boomer generation. A new survey from FH Boom and the National Marketing Institute has found that members of this group will not consider themselves old just because the calendar pegs the age at 70 years — that goes for 74% of them, at any rate. 76% will be staying on top of new technology to keep in touch with family and friends, and 93% will be spending money on travel, entertainment and hobbies. The types of messages that will appeal to this group as it ages needs careful consideration, however. 86% will place practicality and pragmatism over trendiness and indulgence when making spending decisions.

Suffice it to say that many aging boomers nevertheless think their best years are ahead of them, and that 22% of their annual expenditures will be of the discretionary variety.