Part 2 Post War Cohort vs. LeadingEdge Boomers

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Part 2Post War Cohortvs.Leading-Edge Boomers
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Tasks

• How to provide meals and menus that Boomers want
• Without alienating the older seniors who are your
  traditional consumer

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U.S.Cohorts 1930 - 2007
Birth Year
1920
1930
1940
1950
1960
1910
1970
1980
1990
Depression (1912 - 21)
Depression (1912 - 21)
13th Gen (1966 - 76
Gen X (1966 - 77)
WW II
(1922 - 27)
Post-War (1928 - 45)
Post-War (1928 - 45)
N-Gen (1978 - ?)
Boomer I (1946 - 54)
Boomer I (1946 - 54)
Boomer II (1955 - 65)
Boomer II (1955 - 65)
1930 1940 1950 1960
1970 1980 1990
Cohort Years (_at_ 18) Age in 2007
95- 86
85 - 80
79 - 62
61 - 52
51 - 41
40 30 19
29 - 18
of total
US adult Pop.
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6
21
15
14
22
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Postwar Cohort SocioDemographics

• Born between 1928 1945
• Coming of Age 1946 63
• Currently 62 79
• In Pennsylvania, PW totals 1,718M
• 59 of all 60

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Postwar Cohort Defining Moments

• No really momentous events
• A period of relative calm
• A time of prosperity

Oh, dear, Id really be enjoying all this if it
werent for Russia
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S P 500 Postwar Cohort
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Postwar Cohort Defining Moments

• Vets came home
• GI Bill enabled college
• Tract housing offered home ownership in the
  suburbs

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Postwar Cohort Defining Moments

• Some unpleasantness -
• Korean police Action
• Civil Rights Movement
• The Bomb
• McCarthy and the Red Scare

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Postwar Cohort Values and Affinities

• No Surprises
• Prefer stability to change
• Respect for Authority and Institutions
• Follow the rules

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Postwar Cohort Values and Affinities

• Family Orientation - Spirituality

? Sexually Repressed - Reason why Playboy and
Elvis and Marilyn and James Dean were so
alluring

• Less risk-averse, financially
• spend some/save some

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Postwar Cohort Values and Affinities

• Much more active than people at similar ages 40
  years ago
• Love to travel
• Safe Adventure
• Tours and Cruises

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Postwar Cohort Physiographics

• Physical conditions starting to play an increased
  role in determining activities and outlook
• Medicare an indispensable institution

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Postwar Cohort Physiographics
Arthritis
Hypertension
Heart Disease
Hearing
Orthopedics
Cataracts
Diabetes
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Postwar Cohort Physiographics

• A major segment for healthcare products targeting
  this cohort and their ailments-

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Postwar Cohort Lifestages

• Retirement

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Un-Retirement
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Postwar Cohort Lifestages

• Grandparenting
• Changing roles
• Much less mentors, much more indulgent towards
  grandchildren

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Postwar Cohort Lifestages

• Volunteerism
• An opportunity to keep active and involved
• Help with food programs very cost-effectively

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Post War Cohort Different

• Very different value structure from the following
  cohort, the Leading Edge Boomers. . .

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Leading-Edge Baby Boomers
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Answers to Boomer Quiz
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Boomer Quiz

• When did Star Trek debut?

A. September 8, 1966
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Boomer Quiz

• Super Bowl I

Who Played?
- Green Bay vs. Kansas City
When?
- January 15, 1967
Who Won?
- Green Bay, 35 - 10
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Boomer Quiz

• 3. What was the Beach Boys first hit?

- Surfin USA - 1963
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Boomer Quiz

• 4. Who First Walked on the Moon?

- Neil Armstrong
When?
- July 16, 1969
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Boomer Quiz

• 5. Who said,
• Turn on Tune in Drop out?

- Timothy Leary
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Boomer Quiz

• 6. When did the Beatles break up?

- 1970
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Boomer Quiz

• 7. When did the one-night Baby Boomlet occur,
  and why?

-

• 518 PM November 9,
• 1965

• The first major
• Northeast Power Outage

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Leading Edge Boomer Cohort

• - Analytic Matrix -

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U.S.Cohorts 1930 - 2004
Birth Year
1920
1930
1940
1950
1960
1910
1970
1980
1990
Depression (1912 - 21)
Depression (1912 - 21)
13th Gen (1966 - 76
Gen X (1966 - 77)
WW II
(1922 - 27)
Post-War (1928 - 45)
Post-War (1928 - 45)
N-Gen (1978 - ?)
Boomer I (1946 - 54)
Boomer I (1946 - 54)
Boomer II (1955 - 65)
Boomer II (1955 - 65)
1930 1940 1950 1960
1970 1980 1990
Cohort Years (_at_ 18) Age in 2004
92- 83
82 - 77
76 - 59
58 - 49
48 - 39
38 27 19
26 - 18
of total
US adult Pop.
5
7
21
12
14
22
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Leading-Edge Boomers SocioDemographics

• 78 Million born 1946 1964
• Preceded and followed by birth dearths
• Leading Edge grew up during economic prosperity

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S P 500 Leading Edge Boomer Cohort
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Leading-Edge Boomers Defining Moments

• Assassination of JFK
• Like Pearl Harbor for the WW II cohort
• Every Boomer knows where they were when they heard

- Martin Luther King - Bobby Kennedy
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Leading-Edge Boomers Defining Moments

• Viet Nam War
• Coalesced the Leading Edge Boomers
• A point of generational commonality
• A rallying point against the Establishment

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Leading-Edge Boomers Defining Moments

• First Man on the Moon

• Television
• First cohort to grow up with TV as a part of
  their lives

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Key Cohort Values Leading-Edge Baby Boomers

• Feelings of Being Special
• United States cultural orientation changed to
  follow the Boomers maturation
• Drove marketing
• Every company that got out in front of the
  Boomers did well
• Created a youth culture
• Persists today Boomers strive to preserve
  youthfulness

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Babies

• Dr. Benjamin Spocks Baby and Child Care became
  the second-largest selling book in the history of
  the world (after the Bible).

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Babies

• Marketers put babies in their ads
• (whether the product had to do with babies or not)

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Toddlers
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Tweens
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Teens
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Off to College

• Boomers are the best-educated cohort ever
• Rebelled against the Establishment

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Two Sides to Boomers

• Self-Indulgent
• Hedonistic If it feels good, do it!

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Flip Side Challenging
Challenged all our Institutions
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Challenged all our Institutions

• Government
• Church
• Marriage
• big business
• sexual norms
• even commercials!!

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SNL
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New Lifestage
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First Job
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Leading-Edge Boomers, 2007

• New lifestages
• Retirement
• Second Career
• Empty-nesting
• Grandparenting

• But Same Values
• Challenging
• Individualistic
• Special

Grandpa Windsong, tell us another story about the
60s
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The 50s Decade of Delight
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Boomer Affinities

• Focus on the individual
• Music rock, rock more rock
• Free spenders not debt-averse
• Striving for youthfulness
• Challenging authority, institutions
• Open-minded about sexual practices

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Leading-Edge Boomers Physiographics

• Vision bifocals
• Arthritis
• Weight Gain
• Hyper-tension
• E.D.

Happy fiftieth. Ill be taking the muscle tone
in your upper arms, the girlish timber of your
voice, your amazing tolerance for caffeine, and
your ability to digest french fries. The rest of
you can stay.
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Physical Fitness vs. Indulgence

• 6o of total population is overweight, 35 are
  obese
• Boomers continue in active, health-and-wellness
  activities

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Boomer Implications for Pennsylvania

• 60 74 demo will increase 15 over next 7 years
• total of 1.6 million
• Bad news
• if they become frail elderly will break the
  bank
• State cant afford to pay for meds, nursing
  homes, food
• Good News
• Propensity to remain active and healthy
• Fitness and nutrition programs to promote this
  will be well-received

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Boomer Implications for Food Providers
Boomers have very different Values Attitudes -
Behaviors Will have different needs Require a
different way of thinking Business As Usual
wont work Next How the Boomers are different
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Boomers are Different

• Boomers have very different
• Values Attitudes - Behaviors
• Will have different needs
• Require a different way of thinking
• Business As Usual wont work
• Next Some ways the Boomers are different

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Post-War Cohortvs.Leading-Edge Boomers

• A Study in Contrasts

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Boomers vs. Post-War Cohort

• Comparative lack of traditional families
• Men
• My Two Dads, not My Three Sons
• My Gone Dad - 23 of HH headed by a single
  mother
• Women
• In span of one cohort, womens place has gone
  from the home to the workplace

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Boomers vs. Post-War Cohort

• Feeling of Specialness
• Boomers were told they were special when children
• Marketed to all their lives
• Want authentic products made especially for
  them to
• Reflect their informed choices
• Reflect their individualism
• Reflect their unique needs

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Boomers vs. Post-War Cohort

• Reactions to Downsizing
• Post-War How could they do this to me? I was
  loyal. I trusted them!
• Boomer Screw them. I should have left that
  Mickey Mouse outfit years ago. Im gonna set up
  my own shop and be my own boss!

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Apparel
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Boomers vs. Post-War Cohort
Post-War Boomers
Institutions/Teams Individualism
Authority Participation
Formality Informality
Puritanism/Denial Sensualism /Indulge.
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Boomers vs. Post-War Cohort
Post-War Boomers
Social Order Social Equality
Work as work Work as self-expression
Solve Problems Pursue Causes
Seek Stability Seek Change
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Boomers will age differently

• 2007 Youth still holds sway (60 is still
  bad)
• Current attitudes reflect this
• Youth-emulating, age-denying
• Starting to change
• Decline in cosmetic surgery industry in 2005
  (after 20 years of steady growth)

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Boomers will age differently

• This year, half the boomers will be over 50
• 50 will become fashionable 55 is where its
  at, baby!
• Inner-directed focus will lead to a new
  spiritualism, contemplativeness
• Self-belief, rejection of tradition will lead to
  extreme value positions, continued activism, less
  leisure
• Boomer elders will be seen as wise, reflective,
  keepers of values

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Implications

• You will have to think about providing food
  programs differently. . .

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Implications

• How to tap the Leading Edge Boomers Values,
  Affinities, Lifestages
• Turn Boomer activism into a positive. . .
• . . . reinforcing a more positive image of aging
  for the 21st Century.

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Lunch

• Next Food and Nutrition Considerations