Baby Boomers I 19461954

1
Baby Boomers I1946-1954

• Craig Anderson
• Scott Bittinger
• Shefali Desai
• Allison Hearty

2
Education Level

• Most educated generation
• 88 completed high school
• 28.5 have a Bachelors Degree or more
• Today many are returning to college

3
Core Values

• Family and home life is viewed as an achievement
• Long-term friendships
• Getting away from it all
• Spiritual fitness
• No midlife standstill

4
Early Lifestyles

• Nuclear Family Household
• - Good Provider/ Nurturing Mother
• - Ozzie and Harriet, Father Knows Best, and Leave
  it to Beaver.
  
• School life
• Entertainment
• - Barbie and GI Joe
• - Yo-Yos
• - Bikinis were introduced
• Jobs
• - Paper routes
• - Yard work
• - Babysitting

5
Coming of Age

• Historical events
• 1960- The Cold War
• Russian Bomb Scare
• Kennedy is elected President
• 1961-Space Race with the Russians
• Alan Shepard flies into space
• John Glenn flies to the moon
• Neil Armstrong and Buzz Aldrin land on the moon

6
Coming of Age

• 1963- Kennedy is assassinated
• Martin Luther King Jrs I had a dream speech
• Womens Liberation Movement- publications of the
  Feminine Mystique by Betty Friedman
  
• 1965-Vietnam War
• 1965-Vietnam War
• Anti War protest in 40 American Cities
• ended 1973 , also military draft ended
• 1968- Martin Luther King Jr assassinated
• 1970-Kent State Riots

7
Coming of Age

• Social Events
• 1960-Dance craze- the Twist
• Baseball is Americas Favorite pastime
• Roger Maris breaks Babe Ruths record with 61 home
  runs
  
• 1962-Johnny Carson hosts the Tonight Show for 30
  years
  
• 1964-US surgeon general declares smoking bad for
  health
  
• 1964Beatles invasion
• Breaks up in 1970
• 1967-The first super bowl,
• Green Bay Packers won over Kansas city
• 1969-Four day concert at Woodstock

8
Spending Saving

• Average Boomer Household Spends 46,160
• Compared to Average Household
• 11 less on toys, pets and play equipment
• 50 less on childrens clothing
• 50 more on House ware items
• Apparel Men 11 more Women 13 more
• Insurance 20 more
• Vacations 23 more
• Tuition 47 more

9
Motivation Goals

• Family
• Friendship
• Forever Young
• Hard Work
• Money
• Power

• Money Wealth
• Power
• Luxury
• Owning a Home
• Early Retirement

10
Products

• As Baby Boomers age, they look for products
  that
  
• - Keeps them looking young, and feeling young
• - Helps them stay physically fit
• - Have value at a reasonable cost
• The label and designs on this products need to
  be
  
• - Easy to read
• - Accessible to all people regardless of age
• - Easy to grip, and open

11
Advertising Response

• Never make this group feel or appear to be old!
• Even with humor, one must be cautious.
• Mike and Linda Leavene

12
Success and Failure

• Some industries have established strong
  relationships with the 50 something boomers
  
• Insurance, Investments, Retirement,
  Pharmaceuticals, and Natural Health
  
• AIG, Centrum, Viagra
• Other industries have failed to connect with this
  booming market
  
• Entertainment, Label Textiles, and Restaurants

13
Points of Interest

• Did you knowevery 7.5 seconds someone in America
  turns 50?
  
• The 50 age group
• Is the fastest growing population segment.
• Account for over 40 of total consumer demand.
• Average 24,000 in annual disposable income.
• Own 79 of America's financial assets.
• Own 62 of all large Wall Street investment
  accounts.
  
• Visit malls more often than any other age group.
• Dine out 4 to 5 times per week.
• 78 make online purchases.
• Over 70 are willing to try new brands.
• Spend over 29 Billion yearly on grandchildren's
  gifts.
  
• Women over 50 spend 21 Billion on clothes
  annually.
  

14
Wrap Up

• Marketers need to target Baby Boomers because
• - They are highly educated
• - They have experienced ups and downs of social
  and historical events
  
• - They have great deal of purchasing power
• - They enjoy spending money frivolously
• - They will splurge more on luxury items such as
  a 5 star hotel or restaurant
  
• - Approaching or recently turned 50
• - They value and maintain relationships
• Could be a loyal customer
• They do not represent a homogeneous segment

15
Questions

• Thank You!