BABY BOOMERS 1

Baby Boomers

Baby boomers have been pioneers and agents of change throughout their lifetimes. This is a

description by Anne Thompson:

“They were America’s first mass market and an advertiser’s dream: 77 million baby
boomers that came of age with television. As kids, they were consumers of baby foods and
breakfast cereals. As adults, they were trendsetters. But as they outgrow the desired 18 to 49-
year-old demographic, they are creating a new frontier for marketers” (Coleman, Hladikova
& Savelyeva, 2006).

Baby boomers are people born between 1946 and 1964. In 2000, there were about 80 million

people in this group – roughly a third of the U.S. population. Eighty-seven per cent of baby

boomers are high school graduates and more than 50% have attended college. Baby boomers

range from the employees to the owners of small and large businesses (Coleman, Hladikova &

Savelyeva, 2006). Some are retirees — but, no matter what, they are all consumers. They are all

looking to satisfy their needs and increase their quality of life. The needs of the baby boomers

cover all ages and incomes within this market. They are significant consumers, whether shopping

for necessities or luxury items. They buy products for their grandchildren, and health supplies

and trips for themselves.

Although the baby boomers subculture is extremely diverse, some general characteristics

have been identified. They seek ways to maintain a healthy, active, energetic, and engaged

lifestyle. Therefore, they have reduced their consumption of cigarettes, coffee, and strong

alcoholic beverages. Although the calendar says the boomer has reached middle age, many in

this group view themselves as closer to rock climbing than retiring. As Coleman, Hladikova &

Savelyeva (2006) point out, we are seeing a new level of spirit and empowerment among older

people. People are going back to school in their 50s, starting new businesses in their 60s, and
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marrying in their 90s. Marketing strategies should recognize this change. Now that people are

living much longer lives, older people span a wide age range and have a very, very wide range of

needs.

Indeed, marketers are finding that boomers are open-minded and willing to try new brands,

products, and services just as readily as younger generations. They are critical consumers who

have high expectations but are willing to spend money if it improves their health or quality of

life. The best way to impress boomers is to provide excellent service, promote outcome data that

indicate patients are benefiting from services, and to provide quality devices. As Zmuda also

(2006) pointed out, a high level of customer service is more important to boomers because they

are often doing considerable research prior to buying a product. “Boomers like to make a

purchase with an investment strategy,” Brown said. “They'll spend the money, but they want the

product to last and be right” (Zmuda, 2006). Boomers are making stylish choices. Boomers are

associated with such brands as Volkswagen, Levi’s, Harley Davidson, Facebook, and Coach

(Pollack, 2010). The most interesting is identification of Facebook. According to The New York

Times, its fastest-growing users group is women 55 and over, up more than 175%, and its usage

among men age 55 and over grew 138% (Gates, 2009).

Boomers, who are more familiar with department stores than any other retail concept, still

prefer the one-stop shopping offered by the Macy's and Nordstroms of the world. In fact,

boomers are the biggest spenders at both malls and department stores, according to the

International Council of Shopping Centers. According to U.S. government data, those over the

age of 50 have accumulated more wealth and have more spending power than any other age

group in history: The median net worth of households for ages 55 to 64 is $112,048. On average,

customers ages 55 to 64 spend $107.60 per mall visit, while ages 45 to 54 spend about $104.90
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per visit. At department stores, 70 percent of those aged 55 to 64 make purchases when they

visit, spending an average of $67.10 (Bloomberg, 2009). While boomers tend to haunt malls out

of habit, Aerosoles' SVP of marketing, Kimberley Grayson, said that this consumer is also

shopping a number of different channels, including online, catalog and specialty stores. She

states that it used to be that [this age group] would either shop by mail or by phone, in a

department store or in a [branded] store. Boomers are much more multichannel in their approach

(Zmuda, 2006). At the same time, Boomers also have strong preferences for the design of the

stores where they shop (Misonzhnik, 2010). Because they feel younger than they are and want to

continue feeling that way, they will reject any environment that reminds them of their age.

My mom is truly baby boomer as I found out by interviewing her about her values, believes

and shopping experience. I compared the results and I got as following.

She is 51 years old, quite active and energetic. She reduces coffee and cigarettes; actually

she has never smoked at all. Three times a week she visits a fitness center and a swimming pool,

she prefer contrast shower and healthy organic food as she is vegetarian. She prefers to shop for

her 2 years old granddaughter in quite expensive (for me) store which she associated with high

quality and very nice design. She prefer to spend a lot for her cosmetics and perfume as she

supposes that she should looks great any time any place and it doesn’t matter how old is she. Not

that long time ago she could afford to purchase expensive jewelry. It is not just diamonds but the

items of exhibited collections. It highlights her attitude to luxury items and ability to buy what

she likes. By reviewing her answers, I just thought that she is truly different from her mom and

previous generation as whole. They are ready to live and do whatever they feel they want, they

are active and loyal to this world. They use internet and social networks as I do or my friends. It

is just amazing to feel their positive attitude and desire to life. I am definitely sure that marketers
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identified correct the baby boomers generation. I absolutely agree with Ebenkamp (2004) in

his statement:

“It should not come as a huge surprise that baby boomers, the generation that took the Peter
Pan principle of never growing up to heart, are interested in pursuits viewed as youthful.
Captured as the first powerful young economic force of the Television age, boomers have
sought the fountain of youth through all stages of life, and incorporated aspects of play and
fun into everything from careers to cars”.

As an example of the marketers who are capturing the lifestyle and values of baby boomers,

I chose the cosmetic industry, the ideas of Dove and Cover Girl. It is well known, that companies

have traditionally used models in their 20s with dewy skin to pitch products made for middle-

aged women. Dove market researchers suspected that advertisers were stuck in the old habit of

presenting only youth and slimness as attractive. To confirm that idea, they pored over video

clips of commercials and leafed through pages torn from magazines, pasting them up into photo

collages. And indeed, the result was a shrine to the slim, the full-chested, and the young. Then,

because Dove is a global brand, the researchers trekked across the U.S., South America, Europe,

and Asia to ask thousands of women of all ages what they thought of the portrayal of beauty in

advertising. No matter the country, they repeatedly heard the gripe that “the images of beauty in

ads are unrealistic and unattainable”, says Dove marketing director Philippe Harousseau

(Bloomberg, 2009). Capitalizing on that sentiment, Dove turned industry tradition on its head

with print ads using ordinary looking women instead of glamorous models. Two of the six shots

in the ad exult in advancing age. One shows a 46-year-old woman with deep lines around her jaw

and eyes and a full mane of gray hair. The caption: "Why aren't women glad to be gray?" The

payoff so far: In the nine months following the launch of the campaign, sales of Dove rose 3.4%

from a year ago. That uptick sounds small, but it's huge for the static soap category, and it
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exceeds the growth in soap sales as a whole, according to Information Resources Inc

(Bloomberg, 2009).

I find this Dove’s campaign a very strong in its trial. An experience to use true beauty for

the product for middle-aged group is successful as the statistics show. However, it is not just

about the data. As women get older, fantasy and idealization are out, and reality and authenticity

are in. In this case, it is important for the company not to lose the customers by presenting

idealized and perfect result of anti-age cream with the 22 years-old model. It is just make a fool

the customer and does not really prove the result of such anti-age cream used for 22 years old

woman. This campaign catch the eyes of right target market and at the beginning insure them to

try this product. And it is not the only example in cosmetics marketing. Procter & Gamble Co.'s

Cover Girl brand, where women older than 55 account for about 20% of sales, has just launched

its first line of makeup aimed at older women. The name of the product, Advanced Radiance

Age-Defying Makeup, hints that advancing age can be pretty. And while ads still show a

stunningly gorgeous face, that face belongs to an older woman: 51-year old former supermodel

Christie Brinkley. It is remarkable that Brinkley represented the brand for two decades until

1996, and it definitely will help Cover Girl recapture boomer women who were customers in the

1970s and '80s. Like many of today's fiftyish consumers, Brinkley is known for being energetic

and active. She truly represents the new 50-year-old. Boomer segment is active and open-

minded, they prefer quality and stylish. These all are offered by Cover Girl for new baby

boomers, who definitely would like to looks great without afraid to be weird or ridiculous. I feel

that many cosmetics companies get the right way to insure baby boomers to try their product,

they are targeted with right messages.

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Works cited

1. Bloomberg, G. (2009, February 28). Love those boomers. Business week.

2. Coleman, L., Hladikova, M., & Savelyeva, M. (2006). The baby boomers market.

Journal of Targeting, Measurement and Analysis for Marketing, 14 (3). Retrieved from

http://web.ebscohost.com.library.esc.edu/ehost/detail?hid=21&sid=f65ee6ba-20b4-41b0-

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%3d#db=bth&AN=21466919

3. Ebenkamp, B. (2004, September 27) ‘Think granny don’t surf? Brandweek, 45.

4. Gates, A. (2009, March 19). For baby boomers, the joys of Facebook. The New York

Times. Retrieved from http://www.nytimes.com/2009/03/22/nyregion/new-

jersey/22Rgen.html?_r=1

5. Misonzhnik, E. (2010). Sixtysomething. Retail Traffic, 35 (11). Retrieved from

http://web.ebscohost.com.library.esc.edu/ehost/detail?hid=21&sid=f65ee6ba-20b4-41b0-

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%3d#db=bth&AN=23153840

6. Peter, J., & Olson, J. (2009). Consumer behavior and marketing strategy (9th ed.). New

York, NY: McGraw-Hill Irwin.

7. Pollack, J. (2010, March 01). The 15 biggest baby boomers brands. Advertising Age.

Retrieved from http://adage.com/article/news/marketing-15-biggest-baby-boomer-

brands/142310/

8. Zmuda, N. (2006). Boom time. Footwear news, 26 (5). Retrieved from

http://web.ebscohost.com.library.esc.edu/ehost/detail?hid=21&sid=f65ee6ba-20b4-41b0-
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