A Profile of the
Baby Boomers in the 90s
This year—1993— has been referred to by many as
the "Year of the Baby Boomer." Between the years 1946 and
1964, 77 million baby boomers were born. The current age
range is 29-47, with more than 21 million already over the
age of 40. In less than three years, the first boomers will hit
the age of 50. The majority of boomers
are under the age of 35 and turn 40 in
1996, the same year the first boomers
turn 50.
Boomers differ from past generations
hitting prime in the following ways:
• they are risk-takers who like
the idea of change;
• they like to be regarded as
individuals;
• they are not especially accepting of authority and institutions;
• they place a higher priority on
experiences over possessions;
• they place a higher priority on
fun over duty;
• they are searching for balance in life—they want to have it all.
Their values are also shifting:
• they feel a sense of satisfaction from contributing;
• they value education and the "finer" things;
• they possess a long-term perspective and orientation;
• the "me" attitude has become "we" as concern for
group over individuals grows;
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"Although the entire 77
million baby boomers
are generally lumped together
into one generation, this is
really an unrealistic grouping.
There is, in reality, two very
different groups of baby
boomers."
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• they feel a need to preserve the community, nature
and society.
Although the entire 77 million baby
boomers are generally lumped together
into one generation, this is really an
unrealistic grouping. There is, in reality, two very different groups of baby
boomers. The "leading edge early
boomers," born between 1946 and
1954, and the "trailing late boomers,"
born between 1955 and 1964 are essentially different from one another in
a variety of ways:
• Since the early boomers came first,
they were able to take the leading edge
in a number of areas such as good jobs,
higher incomes and reasonably priced
homes. This has created a gap between the two groups with the early boomers experiencing a more affluent life-style
than their younger counterparts.
• Age also makes an additional subdivision. The 90s
will give rise to two different groups: the over 35s
and the under 35s. There is a vast difference
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between the human growth and development needs
of these two different age groups which may spillover into leisure time usage and behavior.
In addition to these two categories,
there are subgroups in the boomer target marketing picture. This factor relates to life-style, and one of the leading predictors of that life-style is household status—with whom and how they
are sharing or not sharing a domicile
and/or life.
In order to begin to develop leisure
life-style profiles based upon behavior
and preferences, consider the following:
• In many instances, the amounts of discretionary
time and money are related to age and number of
dependents.
• Awareness of your delivery system and "perception" of your organization is often related to the presence
or lack of children in the household.
• Simple marketing mix variables
within your control, such as time,
baby-sitting and benefit focus, can be
easily manipulated to attract any and
all boomers (though not necessarily
in the same time and in the same place).
• The following boomer subgroups listing is just the
tip of the iceberg because there are a sizeable
number of additional life style and household combinations that could be added.
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"In many instances, the
amounts of discretionary
time and money are related
to age and number of dependents.".
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Source: The Insider's Guide to Marketing Boomers, published by FIND/SVP, New York. New York
Boomer Subgroups
Here are a few subgroup samples to
assist you in creating leisure life-style
profiles:
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Brian and Brenda Boomer
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over 45 boomer
couple with
young children
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Barry and Beth Boomer
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under 35 boomer
couple with
young children
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Bill/Billi Boomer
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young, single
boomer living
alone or sharing
a habitat with
another
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Brad and Bev Boomer
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maturing empty
nesters
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Betsy Boomer
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single boomer
parent
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Ben Boomer
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single, non-custodial parent
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Bob/Bobbi Boomer
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maturing, single
boomers
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Bruce and Barb Boomer
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DINKS (double-income, no kids
couple, young or
maturing)
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Bart and Bonnie Boomer
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couple with
blended
households
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