1. Baby Boomers I 1946-1954 Craig Anderson Scott Bittinger Shefali Desai Allison Hearty

2. Education Level  Most educated generation  88% completed high school  28.5% have a Bachelor’s Degree or more  Today many are returning to college

3. Core Values 1. Family and home life is viewed as an achievement 2. Long-term friendships 3. Getting away from it all 4. Spiritual fitness 5. No midlife standstill

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

5. Coming of Age Historical events Historical events o 1960- The Cold War  Russian Bomb Scare  Kennedy is elected President o 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 Jr’s “ I had a dream” speech Women’s Liberation Movement- publications of the Feminine Mystique by Betty Friedman 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 1960-Dance craze- the Twist Baseball is America’s Favorite pastime Baseball is America’s Favorite pastime - Roger Maris breaks Babe Ruths record with 61 home runs 1962-Johnny Carson hosts the Tonight Show for 30 years 1962-Johnny Carson hosts the Tonight Show for 30 years 1964-US surgeon general declares smoking bad for health 1964-US surgeon general declares smoking bad for health 1964Beatles invasion 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 11% less on toys, pets and play equipment 50% less on children’s clothing 50% less on children’s clothing 50% more on House ware items 50% more on House ware items Apparel: Men 11% more; Women 13% more Apparel: Men 11% more; Women 13% more Insurance: 20% more Insurance: 20% more Vacations: 23% more Vacations: 23% more Tuition: 47% more Tuition: 47% more

9. Motivation & Goals Family Family Friendship Friendship “Forever Young” “Forever Young” Hard Work Hard Work Money Money Power Power Money & Wealth Power Luxury Owning a Home Early Retirement

10. Products As Baby Boomers age, they look for products that: 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: 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! Never make this group feel or appear to be old! o Even with humor, one must be cautious. Mike and Linda Leavene Mike and Linda Leavene

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

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

14. Wrap Up Marketers need to target Baby Boomers because 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 o Could be a loyal customer They do not represent a homogeneous segment They do not represent a homogeneous segment

15. Questions Thank You!