Recently, we have evaluated the Teen and Generation Y demographics and what kind of changes are taking place with marketing trends specific to their demographic, now here is a look at "The Same But Not Alike" which profiles the Baby Boomers....
"In our work we've learned that Boomers on the whole are Driven, Transformational, and "Self" Centered.
- Boomers are Driven. Think rock band Queen: "I want it all and I want it now." Boomers want control and they want immediate satisfaction.
- Boomers are Transformational. They make change happen; they won't accept the status quo.
- Boomers are "Self" Centered. They believe in entitlement and personal gratification. Their main question is, "What's in it for me?" Raised as the center of their home universe, Boomers can thank Dr. Spock and their parents for this focus on themselves. In comparison, consider latch-key Generation Xers and their self-image. Many had to deal with both Mom and Dad working or single-parent homes while they were growing up. They are self-reliant and independent. Very different from Boomers.
This framework is a good starting point in understanding the large and dynamic Boomer generation."
So how do you market to them and what works?
"Some marketers do grasp the diverse nature of today's Boomers. For example, for the last few years Carnival Cruises has been running a TV and print campaign showing the different things one can experience on a cruise, summing up the message with the line "At any one moment there are a million ways to have fun." Carnival understands that Boomers come in all shape and sizes, and doesn't try to force them into a single definition of what to do while on a cruise.
Another example is a recent ad for tourism in Panama that states, "One beautiful country. Ten inviting destinations." The ad then lists the 10 distinct areas within Panama, from beaches to rain forests to cities. The marketers understand that Boomers will look over the list to see what's of interest to them, and will ignore the other, less relevant places.
Articles, news stories and features about "Boomers" may give the mistaken impression of a single collective of 76 million. But to engage Boomers today, they should be segmented like any "Adults" audience -- by income, education, values, attitude, geography, life stage, and so forth."
I like the suggestions found in the article and it should get you on a path thinking about choices that you present to your audience that your client's offer, make them unique and varied in application, target, and purpose.