About Boomers

If you're not targeting Baby Boomers in your advertising, you're missing New Zealand's biggest, richest market...

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50 is the new 30
Time was when 50 year olds had their minds on sensible things like retirement savings, garden mulchers and bran cereals.

But as Chrissy Hynde, of The Pretenders, famously said: “50 is the new 30.”

Today's Baby Boomers are refusing to age gracefully. They’re rejecting many of the traditional associations of old age and are making personal fulfilment their priority often through their purchasing power. The first generation that has money to burn and an obsession to stay young, they are more likely to have Botox than play bowls. And they're definitely not saving for their kids' inheritance – instead they're spending up a storm on Harley Davidson motorcycles, new cars, fashion, keeping fit, looking good and indulging in adventure travel. Today's 50-year-old could have a five-year-old child or be a grandparent. Or both. They are not leading linear lives; instead, for many their lives are cyclical.

A Marketing Goldmine
Marketers who ignore the rich pickings of the Baby Boomers are wasting a golden opportunity Worldwide,research shows that those in their 40s and 50s are a larger and more profitable market than the marketers' traditional target 18-39-year-olds. In the US, for example, the 40-plus age group is now 45% bigger than the 18-39 group and will be 60% bigger in just five years time. Not only are there more Baby Boomers, but these people have disposable income to spend and the desire to spend it.

Boomers and Money
Baby Boomers have money - and lots of it. International research shows that in western economies, Boomers control 75-80 per cent of a nation's wealth and more than half of it is discretionary income.
What's more, they're about to get their hands on even more money. Their parents are dying off and the Boomers are inheriting what economic analysts call 'the largest intergenerational wealth transfer in history'.

Reaching Baby Boomers
Don't under-estimate Boomers when looking to attract their dollars. Baby Boomers are the first generation to be raised in front of the television and are well educated. They are media savvy and have high expectations of advertising.

You won't woo them with a few strategically-placed peace signs. For them, it's about good production values, well-written copy, clever but comprehensible scripts, and beautiful but accessible images.
Generally, Boomers do not like obscure or abstract advertising and they hate advertising that patronises or mocks them. The good news is that Boomers are strong consumers of mainstream media. They watch television, are loyal listeners to radio and are big buyers of newspapers and magazines. The problem, however, is that most advertising targets younger consumers. So while it reaches the Boomers, in many cases it fails to strike a chord.

Statistically Speaking
- By 2051, 50% of New Zealand’s population will be aged over 45, with a median age of 46.
- The working age population (15-64) of New Zealand will peak at 2.92 million in 2021 and decline to 2.51 million in 2051. By 2010, the United States expects spending by those 40+ will be $2.6 trillion versus $1.6 trillion by people aged 18-34.
- The peak of discretionary spending is in consumers aged 45 to 64.
- In the UK, people 45+ are responsible for nearly 80% of that country’s wealth and one-third of consumer spending.
- In 1996, 12% of New Zealanders were aged 65 or more, by 2051 it is expected this will increase to 26%, as the ´baby-boomers´ age and life expectancy continues to increase.

The Changing Marketplace
-The average age of a Harley-Davidson motorcycle owner has risen from 38 to 46 in the past 10 years.
-One British model train maker says 75% of sales are now to adults rather than children. Rod Stewart is known for his passion for model trains, along with his passion for young blondes.
- British forty-somethings buy more music CDs than teenagers.
- In the US, women purchase 80% of all consumer, and business goods and services ¬including cars. Women tend to outlive their husbands by about 15 years. Just think of that combined wealth heading straight for Boomer women’s wallets.
- After putting their lives on hold for the family, over-50 women are ready to enjoy life and have the freedom and finances to do it.

Baby Boomers are interested in:
-Physical, spiritual and mental well-being
-Being comfortable and enjoying the good things in life
-Being active

Coast Targets Boomers
Coast is attracting a growing audience as its popularity spreads amongst Baby Boomers. With recognisable music and short commercial breaks, the station is taking advantage of a niche market that holds real value for smart marketers.