Boomers & Seniors
Moses Znaimer, iconoclast and media visionary calls this group the “Zoomer” generation. This generation of people is big, it’s powerful and they care very much how you “talk” to them.
Where the Action is. Where are you?
Aging of the Population
- For the first time ever, there are more people over the age of 60 than under the age of 14.
- The 45-plus market represents 58% of the adult population, controls 60% of consumer spending (over 80% in health and wellness), and are the only segment whose share of the population will grow in the next 25 years.
The good news – there are more man-years of purchasing power and explosive growth in health and wellness, travel and even education and financial services.
The bad news – most organizations have little idea how to reach them and talk to them.
Technology is putting the customer in charge
- The internet enables an unparalleled amount of customer information, ability to shop, compare and organize into pressure groups.
- The traditional “control over the message” is long gone.
- Canadians readily adapt social network activities, often at higher rates than users in the US. (source: eMarketer)
For a good overview of the Baby Boomer generation see Wikipedia. Why not use Wikipedia, your audience does.
The good news: It is easier than ever to move fast, correct past weaknesses, overcome bigger marketing and communications budgets.
The bad news: Most organizations have poor or incomplete strategies for dealing with this and are particularly vulnerable to customers stepping outside of the conventional channels.