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The U.S. Baby Boomer Market: From The Beatles to Botox - 3rd Edition

This Packaged Facts report examines the baby boomer market, defined as American consumers born between the years of 1946 and 1964 and currently falling in the 38-56 age range. While the number of consumers in this 76-million-strong generation remains roughly stable over time, the baby boom generation constitutes over 26% of the U.S. population. The current aggregate income of baby boomers is $4.1 trillion, and as boomers are in their prime earning years, this much targeted demographic is even more important to - and poses a greater challenge for - marketers than it has been in the past.

The baby boom generation continues to gray, but they are not accepting aging in the same way their parents’ generation did. Boomers are fit, have high incomes, and want to stay fashionable and have fun. They are the targets of unprecedented marketing, yet are not wedded to particular brands and are skeptical of media pitches. And, as they continue to outspend their earnings, many face inadequate retirement savings and are recognizing the need to address their long-term financial futures.

Information on how boomers are spending-and saving-their money and what messages they respond to is crucial to successfully reaching the group that holds the greatest financial clout in the United States, and will continue to do so for years to come.

This report provides key data and analysis for this complex, high-income group of consumers: what they like, how they spend their money, and what messages appeal to them. It features seven focus sections—Financial Services; Housing and Household Goods; Automotive and Auto Care; Computers, E-Commerce, and Communications; Media, Entertainment, and Travel; Personal Goods and Consumables; and Health, Fitness, and Healthcare—which are based largely on current Simmons Market Research Bureau data on U.S. consumer purchasing, ownership, and product usage patterns.


Barely 43% of Baby Boomers Have Financial Investments, Many Will Keep Working

New York, October 28/PRNewswire - The "baby boom" generation, the population of the U.S. born between 1946 and 1964, has always been one of the richest target demographics for marketing initiatives. Now, according to The U.S. Baby Boomer Market: From The Beatles to Botox®, a new research report published by Packaged Facts and available through MarketResearch.com, the success of all this marketing has led to a "baby bust" in retirement accounts.

This latest analysis seems to validate the reputation that baby boomers have earned for being poor savers as compared to their parents. Fewer than 44% of boomers have financial investments of any kind, and only 27% have a 401(k) plan for retirement. While male boomers are slightly more likely than their female cohorts to hold most types of investments, the gender gap is not as broad as might be expected: 20% of male boomers have mutual funds, as compared to 19% of female boomers. All around, the percentage of boomers saving their money is startlingly low.

"Boomers have been the most marketed-to generation in American history," said Don Montuori, Acquisitions Editor for Packaged Facts. "After years of being told how to spend money, this age group has overwhelmingly turned a blind eye to saving. Now we’re seeing many boomers who, as they reach retirement age, discover that their lack of savings might stall their plans to retire early, especially with the economy in its current state."

The U.S. Baby Boomer Market predicts that more than 75% of boomers - both men and women - will continue working beyond the traditional retirement age of 65. The new report also covers spending habits, demographic profiles, and consumer attitudes within the baby boomer market.

About Packaged Facts
Packaged Facts, a division of MarketResearch.com, produces research reports on a wide range of consumer industries and demographics, covering the U.S. markets and including information on global market trends and opportunities. For more information visit www.PackagedFacts.com.

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I. Executive Summary

    Introduction
    • Scope of Report
    • Report Methodology
    • Looking Ahead: Trends and Opportunities

    Boomer Demographics

    • Boomers Reach Middle Age
    • Boomers Over 77 Million Strong
    • Two Boomer Cohorts
    • Black Boomers Have Different Values
    • Majority of Boomers Are Married
    • The First Educated Generation in History
    • 80% of Boomers Are Employed
    • Over a Third of Boomers Are Southerners
    • 45- to 54-Year-Olds Have Highest Incomes—and Expenses
    • Will Boomers Be Able to Afford Retirement?
    • Boomers Attempt to Stave Off Age with Exercise
    • Boomers’ Attitudes, Tastes, and Preferences Established in 1950s and 1960s
    • Boomers’ Values, Politics, Evolve with Age

    The Boomer Market

    • Boomer Market to Near $2.6 Trillion by 2007
    • Table 1-1: Aggregate After-Tax Income of Baby Boomer Market, 1998-2007 (dollars)
    • Boomers Dominate Market for Most Consumer Goods and Services
    • Figure 1-1: Boomer Expenditures for Consumer Products and Services, 2000 (dollars): 9 Categories
    • Americans 45-54 Have Highest Income
    • Boomers’ Spending Ability Proven

    Boomers as Consumers

    • Boomers Spend More in Virtually All Categories
    • Less Than Half of Boomers Have Any Investments
    • Boomer’s Financial Services Needs Not One-Size-Fits-All
    • Boomer Patterns for Food and Beverages
    • Boomers Drive Growth of Vitamins, Food Supplements
    • Empty-Nesters Enjoy Eating Out
    • Upper Midsize, Mini Vans Fill Many Boomers’ Driveways
    • Boomer Patterns for Entertainment and Recreation: The Beat Goes On
    • Boomers Fuel Growth in Travel Industry
    • Boomers an Underappreciated Market for Apparel
    • Boomers Bring Consumerism to Healthcare
    • Boomer Patterns for Household Furnishings and Equipment
    • Boomers Spend More Than Other Age Groups on Personal Care Products and Services
    • Boomers Seek Anti-Aging Skincare Products
    • Boomers as E-Consumers

    Boomer Use of Media

    • News and Educational TV Are Big Winners with Boomers
    • Boomers the Demographic Behind Many Radio Stations
    • Boomers a Major Part of Readership of Most Mainstream Publications
    • Catalogs the Only Direct Mail Boomers Read
    • Over Half of Boomers Use Interactive Computer Service

    Marketing to Boomers

    • Marketers Know Boomers, But Age Brings Change
    • White, Affluent Stereotype Alienates Many Boomers
    • Product Must Meet Boomer Needs—As They Define Them

    Examples of Campaigns and Strategies Targeted to Boomers

    • MasterCard’s “Priceless” Campaign Reflects Changing Boomer Values
    • Uncle Ben’s Targets Boomers’ Adventurous Palates
    • “Road Candy” Appeals to Boomers
    • Tour Companies, Resorts, and Travel Destinations Understand Importance of Aging Boomer Market
    • Dearth of Clothing-Related Advertising Reflects Market Lack
    • Women Bombarded by Anti-Aging Ads
    • Olay Preaches Self-Acceptance

II. Boomer Demographics

    Introduction
    • Boomers Reach Middle Age
    • Implications for Marketers
    • How Baby Boomers Will Change Aging

    The Boomer Population

    • Boomers Over 77 Million Strong
    • Boomers Driving Median Age of Population
    • Two Boomer Cohorts
    • Many Boomers Now Considered Mature
    • Females Increasingly Outnumber Males with Age
    • Whites Dominate Ranks of Boomers
    • Black Boomers Have Different Values
    • “Stonewall” Generation Part of Boomer Population
    • Table 2-1: Age Distribution of Baby Boomer Population, 2002-2007 (number): From Age 38 to Age 61
    • Table 2-2: Ratio of Mature Boomer Males to Females, 2002 vs. 2007 (number and percent)
    • Table 2-3: Share of Baby Boomers by Racial Origin, 2002 (number and percent): Whites, African Americans, Hispanics, Asian/Pacific Islanders, Native Americans

    Boomer Family Patterns

    • Majority of Boomers Are Married
    • ... Many More Than Once
    • Boomers See Benefits of Marriage, Fidelity
    • Boomers Have Fewer Children, but More Stepchildren
    • Over Half of Boomer Households Are Without Kids
    • Boomers Are “Sandwich Generation”
    • Table 2-4: Share of U.S. Adult Population by Marital Status and Age Grouping: 18-34, 35-54, and 55 or Over, 2001 (% of U.S. Adults): 4 Classifications
    • Table 2-5: U.S. Adults in Households Without Children Present by Age Grouping: 18-34, 35-54, and 55 or Over, 2001 (number and % of U.S. Adults): 3 Age Brackets
    • Table 2-6: Share of U.S. Adult Population by Age of Children in Household and Age Grouping: 18-34, 35-54, and 55 or Over, 2001 (% of U.S. Adults): 5 Classifications

    Boomer Educational Patterns

    • The First Educated Generation in History
    • Gen X’s Educational Achievement Gaining on Boomers
    • Table 2-7: Share of U.S. Adult Population by Highest Level of Educational Attainment and Age Grouping: 18-34, 35-54, and 55 or Over, 2001 (% of U.S. Adults): 6 Classifications

    Boomer Employment Patterns

    • 80% of Boomers Are Employed
    • Table 2-8: Share of U.S. Adult Population by Employment Status and Age Grouping: 18-34, 35-54, and 55 or Over, 2001 (% of U.S. Adults): 5 Classifications
    • Boomers Have Changed the Workplace
    • Many Boomers Will Continue Working

    Boomer Housing Patterns

    • Over a Third of Boomers Are Southerners
    • Nearly 80% of Boomers Live in Houses
    • Boomers Trail Their Elders in Home Ownership
    • Table 2-9: Share of U.S. Adult Population by Region and Age Grouping: 18-34, 35-54, and 55 or Over, 2001 (% of U.S. Adults): 4 Classifications
    • Table 2-10: Share of U.S. Adult Population by Type of Residence and Age Grouping: 18-34, 35-54, and 55 or Over, 2001 (% of U.S. Adults): 3 Classifications
    • Table 2-11: Share of U.S. Adult Population by Kind of Residence and Age Grouping: 18-34, 35-54, and 55 or Over, 2001 (% of U.S. Adults): 3 Classifications

    Boomers and Finances

    • 45- to 54-Year-Olds Have Highest Incomes ...
    • ... And Also the Highest Expenses
    • Less Than Half of Boomers Have Any Investments
    • Home Mortgage Most Common Loan for Boomers
    • Will Boomers Be Able to Afford Retirement?
    • Company-Based Retirement Plays Major Role in Retirement Strategy
    • Two in 10 Will Be Self-Sufficient in Retirement
    • Will Retiring Boomers Overburden the Young?
    • Will Retiring Boomers Bust the Economy?
    • Are Boomer Richer Than Their Parents?
    • Table 2-12: Types and Value of Investments Owned by Age 35-54 Population: Overall and by Gender, 2001 (number and % of U.S. Adults): 16 Types/6 Values of Investments
    • Table 2-13: Types of Loans Held by Age 35-54 Population: Overall and by Gender, 2001 (number and % of U.S. Adults): 8 Types

    Boomers and Health

    • Physical Changes Accompany Aging
    • Oral Maintenance Becomes an Increasing Concern
    • Hearing Loss
    • Changes to the Skin
    • Menopause
    • Reduction of Sexual Functioning
    • Baldness or Thinning Hair
    • Heart Disease
    • Boomers Attempt to Stave Off Age with Exercise
    • Swimming Tops List of Boomer Sports
    • “Boomeritis” Plagues Aging Athletes
    • Medical Advances a Double-Edged Sword
    • Table 2-14: Physical Fitness Programs/Exercise by Age 35-54 Population: Overall and by Gender, 2001 (number and % of U.S. Adults): 5 Classifications
    • Table 2-15: Top Sports Activities Participated in by Age 35-54 Population, 2001 (number and % of U.S. Adults): 6 Classifications

    Boomer Psychographics

    • Boomers’ Attitudes, Tastes, and Preferences Established in 1950s and 1960s
    • Factors That Influenced the Boomer Cohort
    • Growing Up in the Shadow of the Bomb
    • Birth Control and an End to “Reproductive Tyranny”
    • Turning On and Dropping Out
    • Influences of the 1970s
    • Interest in the Outdoors
    • Interest in Healthy Food and Alternative Healthcare
    • Boomers Believe World Can Be Changed
    • Peace Corps, An End to Hunger, Ben & Jerry’s Other Examples of Boomer Optimism
    • Health a Key Factor in Autonomy, Self-Esteem
    • Appearance Important, Particularly for Women
    • Aging More Psychologically Stressful for Men?
    • Americans Picture Themselves Younger Than Their Chronological Age
    • Life Stages No Longer Set in Stone
    • Boomers’ Values, Politics, Evolve with Age

III. The Boomer Market

  • Figure 3-1: Estimated Size of U.S. Baby Boomer Market, 1998-2002 (dollars)

Market Size and Growth

  • Boomer Market Reaches $2.5 Trillion
  • Boomers Dominate Market for Most Consumer Goods and Services
  • Boomers Fill the Highest Income Brackets
  • Female Boomers Have Lower Incomes
  • Table 3-1: Estimated Size of U.S. Baby Boomer Market, 1998-2002 (dollars)
  • Table 3-2: Boomer Expenditures for Consumer Products and Services, 2000 (dollars): 9 Categories
  • Table 3-3: Share of U.S. Adult Population by Household Income Bracket and Age Grouping: 18-34, 35-54, and 55 or Over, 2001 (% of U.S. Adults): 11 Classifications
  • Table 3-4: Household Income Bracket for Age 35-54 Population by Gender, 2001 (% of U.S. Adults): 11 Classifications

Factors to Market Growth

  • Americans 45-54 Have Highest Income
  • Boomers Still Building Net Worth
  • Boomers’ Spending Ability Proven
  • Figure 3-2: Projected Growth of Baby Boomer Market, 2002-2007 (dollars)

Projected Market Growth

  • Market to Near $2.6 Trillion by 2007
  • Table 3-5: Projected Growth of Baby Boomer Market, 2002-2007 (dollars)

IV. Boomers As Consumers

Boomer Spending on Consumer Products and Services

  • Note on Statistics
  • Households 35-54 Have Highest Annual Expenditures
  • Boomers Spend More in Virtually All Categories
  • Boomers Particularly Important Consumers of Products/Services
  • Table 4-1: Average Annual Household Expenditures: Age 35-54 vs. Total U.S., 2000 (dollars and % of U.S. Adults): 17 Categories

Boomers and Financial Services

  • Less Than Half of Boomers Have Any Investments
  • Home Mortgage Most Common Loan for Boomers
  • New Products Created for Boomers
  • Boomer’s Financial Services Needs Not One-Size-Fits-All
  • Some Boomer Financial Service Needs Are Predictable
  • Table 4-2: Types and Value of Investments Owned by Age 35-54 Population: Overall and by Gender, 2001 (number and % of U.S. Adults): 16 Types/6 Values of Investments
  • Table 4-3: Types of Loans Held by Age 35-54 Population: Overall and by Gender, 2001 (number and % of U.S. Adults): 8 Types

Boomer Patterns for Food and Beverages

  • Boomers Spend More on Food
  • Boomers Health-Conscious, But Eat What They Like
  • Boomers Drive Growth of Vitamins, Food Supplements
  • Food Marketers Mobilize for Growth of Nutraceutical Market
  • Boomers Spend Big on Eating Out
  • Empty-Nesters Enjoy Eating Out
  • Boomers Not Immune to Fast Food Temptation
  • Table 4-4: Grocery Expenditure Patterns by Age 35-54 Population: Overall and by Gender, 2001 (number and % of U.S. Adults): 11 Expenditures
  • Table 4-5: Low-Fat/Fat-Free Food Items Purchased by Age 35-54 Population: Overall and by Gender, 2001 (number and % of U.S. Adults): 8 Types
  • Table 4-6: Top Chain Restaurants Patronized by Age 35-54 Population, 2001 (number and % of U.S. Adults): 8 Types

Boomers and Automobiles

  • Upper Midsize, Mini Vans Fill Many Boomers’ Driveways
  • Boomers Developing a Sweet Tooth for “Road Candy”
  • Boomers “Age” the Motorcycle Population
  • Boomer-Geared Cars Will Accommodate Aging
  • Table 4-7: Car Types Most Recently Acquired by Age 35-54 Population: Overall and by Gender, 2001 (number and % of U.S. Adults): 19 Types

Boomer Patterns for Entertainment and Recreation

  • The Beat Goes On
  • Boomers Fuel Growth in Travel Industry
  • Over 50 Travelers Spend More, Stay Longer
  • Adventure Travel a Hit with Boomer Travelers
  • Travel by Women on the Rise, Adventure Travel Has Strong Appeal
  • Boomers May Spark Revival in Group Travel
  • Table 4-8: Top Types of Leisure Activities by Age 35-54 Population, 2001 (number and % of U.S. Adults): 23 Types
  • Table 4-9: Travel and Vacation Patterns by Age 35-54 Population, 2001 (number and % of U.S. Adults): 7 Patterns

Boomers and Apparel

  • Boomers an Underappreciated Market
  • Boomers Want to Stay Fashionable
  • Nearly 70% of Boomers Bought Athletic Shoes Last Year
  • Nike Is Leading Athletic Shoe Among Boomers
  • Table 4-10: Boomer Spending on Apparel: All U.S. Households vs. Age 35-54 Households, 2002 (dollars): 8 Categories
  • Table 4-11: Top Sneaker/Athletic Shoe Types Purchased by Age 35-54 Population: Overall and by Gender, 2001 (number and % of U.S. Adults): 8 Types
  • Table 4-12: Top Sneaker/Athletic Shoe Brands Purchased by Age 35-54 Population: Overall and by Gender, 2001 (number and % of U.S. Adults): 16 Types

Boomers and Healthcare

  • Boomers Spend Big on Healthcare
  • Boomers Expected to Remain Active Longer
  • Boomers Bring Consumerism to Healthcare
  • Boomers Boost Demand for Plastic Surgery and Joint Replacements
  • Nearly 60% of Boomers Use Non-Prescription Medications
  • A Quarter of Boomers Take Multi-Vitamins
  • “Active Adult” Communities Trend for Boomers
  • Boomers to Reshape Elder Care
  • Desire for Individuality Extends to Death
  • Table 4-13: Non-Prescription Products for Ailments Used by Age 35-54 Population: Overall and by Gender, 2001 (number and % of U.S. Adults): 11 Types
  • Table 4-14: Nutritional Supplement Products Used by Age 35-54 Population: Overall and by Gender, 2001 (number and % of U.S. Adults): 19 Types

Boomer Patterns for Household Furnishings and Equipment

  • Empty Nesters Refeather Their Homes
  • Boomers Focus on Cosmetic Home Improvements
  • Table 4-15: Top Home Improvement Purchases by Age 35-54 Population, 2001 (number and % of U.S. Adults): 29 Classifications

Boomers and Personal Care

  • Boomers Spend More Than Other Age Groups on Personal Care Products and Services
  • Boomers Seek Anti-Aging Skincare Products
  • Boomers Also Concerned About Oral Hygiene
  • Table 4-16: Usage Rates for Moisturizers/Creams/Lotions by Women Age 35-54, 2001 (number and % of U.S. Adult Females): 4 Classifications
  • Table 4-17: Types of Moisturizers/Creams/Lotions Used Most Often by Women Age 35-54, 2001 (number and % of U.S. Adult Females): 5 Classifications

Boomers as E-Consumers

  • Boomers Big on Cell Phones
  • Boomers Are Internet Savvy
  • Nearly a Third of Boomers Make Purchases Online
  • Table 4-18: Internet Ordering by Age 35-54 Population, 2001 (number and % of U.S. Adults): 22 Product Types

Boomer Shopping Patterns

  • Boomers Not Crazy About Shopping
  • Boomer Patience for Shopping Likely to Decrease Further
  • Boomers Happy to Let Fingers Do Walking
  • Wal-Mart Most Popular Boomer Shopping Destination
  • Table 4-19: Top Chain Retail Stores Patronized by Age 35-54 Population, 2001 (number and % of U.S. Adults): 24 Types of Retail Stores

Boomer Retail Preferences

  • Boomers Like Choices
  • Boomers Pay More for Quality But Like Bargains
  • Several Retailers Well Targeted to Boomers

V. Boomer Use Of Media

    Boomers and Television, Radio
    • Age Groupings Obscure as Much as They Reveal
    • Advertisers Prefer Younger Audiences, But Reasoning May Be Flawed
    • Boomers Abandoned by Networks
    • News and Educational TV Are Big Winners with Boomers
    • Action/Adventure Movies Most Watched by Boomers
    • Viewing Tastes Mellow with Age
    • GoodLife Seeks to Be TV Destination for Boomers
    • Boomers the Demographic Behind Many Radio Stations
    • Boomers Also Fuel Business News Radio Trend
    • Boomers a Golden Radio Audience
    • Table 5-1: Top Cable TV Services Viewed by Age 35-54 Population, 2001 (number and % of U.S. Adults): 20 Channels
    • Table 5-2: Movie Types Viewed by Age 35-54 Population: Overall and by Gender, 2001 (number and % of U.S. Adults): 7 Types

    Boomers and Print

    • Boomers a Major Part of Readership of Most Mainstream Publications
    • Growing List of Publications Targeted to Boomers
    • AARP Revamps Its Publications for Boomers
    • More Targets Women 45 and Older
    • Boomer-Oriented Beauty Mags Focus on Anti-Aging
    • Do Boomers Really Want to Read About Themselves?
    • Table 5-3: Top Magazines Viewed by Age 35-54 Population, 2001 (number and % of U.S. Adults): 29 Magazines

    Boomers and Direct Mail

    • Catalogs the Only Direct Mail Boomers Read
    • Clothing Is Most Popular Catalog Purchase
    • JCPenney Catalog Is Favorite Among Boomers
    • Don’t Call Them “Senior”
    • A Premium on Information
    • Patience with Direct Mailings Decreases with Age
    • Direct-Mail Effort to Reach Black Boomers Through Their Pastors
    • Table 5-4: Top Types of Catalogs Used by Age 35-54 Population, 2001 (number and % of U.S. Adults): 11 Types
    • Table 5-5: Top Catalogs Used by Age 35-54 Population, 2001 (number and % of U.S. Adults): 15 Catalogs

    Boomers and Electronic Media

    • Use of Electronic Media Growing
    • Over Half of Boomers Use Interactive Computer Service
    • Are Boomer Interested in Boomer Topic Sites?
    • Table 5-6: Interactive Computer Services Used by Age 35-54 Population: Overall and by Gender, 2001 (number and % of U.S. Adults): 11 Types

VI. Marketing To Boomers

    The Marketing Landscape
    • Marketers Know Boomers, But Age Brings Change
    • What Worked Before Won't Work with Boomers
    • Boomers Experienced at Filtering Hype
    • Experimentation a Mixed Blessing for Marketers
    • White, Affluent Stereotype Alienates Many Boomers
    • Boomers Not Planning to Slow Down
    • Boomers Don't Want to Change Lifestyle Because of Age
    • Product Must Meet Boomer Needs—As They Define Them
    • Humor a Key Marketing Ingredient
    • Boomers Want to Have Fun
    • Mid-Life Crisis to Play Out in Marketplace
    • New Experiences Motivate
    • Boomers Also Seek Balance, Simplicity
    • Five Key Values Motivate Mature Consumers
    • Autonomy and Self-Sufficiency One Half of Equation . . .
    • . . . Balanced by Social and Spiritual Connectedness
    • Altruism Tied to Social and Spiritual Connectedness
    • Transition to Altruism May Be Confusing for Marketers
    • Personal Growth Also a Goal
    • Revitalization Reinforces Internal Self-Renewal
    • Nostalgia Appeals to Boomers
    • Rock Music Captures Boomer Attention
    • Show Images Boomers Can Identify With
    • Boomers Identify Younger Than They Are
    • “Ageless” Theme Also Effective
    • Breaking Taboos Can Appeal to Boomers
    • Package It as Hip
    • Boomers Starved for Contemporary Role Models
    • Use of Celebrities Not Particularly Important
    • Boomers Not as Fussy About Language as Those Older Than Them
    • Don't Address Them as an Age Group
    • Companies Must Work to Regain Boomers’ Confidence

VII. Examples Of Campaigns And Strategies Targeted To Boomers

    Overview
    • Marketers Take Aim at Lucrative Boomer Demographic
    • Household Furnishing, Computer Ads Tend Not to Target Boomers

    Financial Services

    • MasterCard’s “Priceless” Campaign Reflects Changing Boomer Values
    • Citibank Invites Boomers to “Live Richly”
    • Boomers Like to Feel Intelligent
    • Allstate Targets Women with Recipe Ad
    • Allstate Also Targets Boomers with the Beatles
    • UBS Offers Financial Fitness

    Food and Beverages

    • Uncle Ben’s Targets Boomers’ Adventurous Palates
    • Energy Bars Appeal to Boomers’ Desire to Fight the Clock
    • Crystal Light Invites Female Boomers to Enjoy the Journey
    • SPLENDA Appeals to Boomers’ Activist Pasts

    Automobiles

    • “Road Candy” Appeals to Boomers
    • The Thinking Man’s Convertible?
    • Boomers Also Drawn to Affordable Fun
    • Can Four Doors Be Cool?
    • Marrying Comfort and Cool
    • Volkswagen Offers Boomers Their Soul

    Travel

    • Tour Companies, Resorts, and Travel Destinations Understand Importance of Aging Boomer Market
    • Adventure Travel Has Strong Appeal for Female Boomers
    • Club Med Sells “Community”

    Apparel

    • Dearth of Clothing-Related Advertising Reflects Market Lack
    • Mainstream Stores Include Older Women in Advertising
    • Gap Reaches for Lost Boomer Business
    • Nostalgic Brand Attempts to Rebound
    • Bigger Women Want Fashion, Too

    Healthcare Services

    • Few Healthcare Providers Advertise Nationally
    • Women Bombarded by Anti-Aging Ads

    Personal Care

    • Olay Preaches Self-Acceptance
    • Anti-Aging Products Proliferate
    • The Promise of Whiter Teeth

Appendix I: Examples Of Consumer Advertising

Appendix II: Addresses Of Selected Marketers

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