Contextualizing Baby Boomer consumers

1. www.crosscutadvisory.com
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Understanding Baby Boomers: Sandwich Generation

2. Objective
To review the life experiences and events of Baby Boomers, people born to
Silent Generation parents between the years of 1946-1964.

3. Introduction
Baby Boomer icon Brand association Message of Change
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culture to create new authentic user experiences.
The original peace symbol was designed by Gerald Homlton in 1958 for the British Campaign for Nuclear Disarmament.

4. Generations’ Cultural Impact on America
“That which seems the height of absurdity in one generation often becomes
the height of wisdom of another.” Adlai Stevenson

5. The Truth About Baby Boomers
Baby Boomers have been the most influential middle class majority in the
history of modern civilization for the past 30 years.

6. Demographics
Seventy-six million Americans, the second largest American demographic behind
their offspring, Echo Boomers or Generation Y. There are 450MM Baby
Boomers worldwide., the USA is only 17% of all Boomers.

7. Baby Boomers’ household wealth rose to $65 trillion before the Great Recession

8. 1960s: Coming of Age
Baby Boomers came of age experiencing rites of passage simultaneously as
the country began to experience social change, activism, equality and justice.

9. 1970s: Economic Uncertainty & Female Power
High gas prices drove Baby Boomers to adopt smaller, more fuel efficient
Japanese cars, impacting Detroit forever. And American women gained power
in and outside of the home, and control of their bodies.

10. 1980s: Chasing the American Dream, Status
The decadent period of excessive capitalism and conspicuous consumption.
Greed trickled down and Americans discovered a new language of
consumerism influenced by foreign consumers.

11. 1990s: ‘Trading Up’ Lifestyle, Progress
With easy credit dual-income Baby Boomers traded-up their real lifestyles to
meet their aspirations; accumulating more debt to finance the consumption of
life, buying more things to achieve happiness.

12. 00s: Security & Economic Uncertainty, Again
America changed after 9/11. People feel uncertain about the economy, their
homes, jobs, kids, finances, retirement, long-term health and the direction of the
country.

13. Now: Accepting Realities
Americans felt entitled to the dream as if it was their birthright. Greed
became the nightmare of the American dream as citizens and country became
cloaked in disgrace. Everything Boomers gained they lost.

14. Retirement: The Aging Ageless
Beginning January 1, 2011 every single day until 2030 more than 10,000
Baby Boomers will reach the age of 65. But they are living longer and better
even as economic, personal and familial pressures increase.

15. Social Security: Healthcare Outpaces Inflation
Leading Baby Boomers, those born before 1952 are in their mid-60s, will have
costs longer in life than their parents who are living past 100. America has
more Centenarians, individuals living past 100, than ever.

16. Longer-Term: Healthcare & Issues
Baby Boomers will facer longer goodbyes and have more accumulated wealth
than any previous generation. As risk of mortality increases Boomers must
prudently plan for their families future.

17. Parent’s: Long-Term Eldercare
And, with Baby Boomers parents - Silent Generationer’s living longer, Boomers
are emotionally challenged with eldercare and role reversals.

18. Preservation: Family Tree
Baby Boomer’s offspring, Millennials, are the largest demographic group ever,
80MM, will soon have to take care of their parents.

19. Mortality: What’s Between The Dash?
Arguably, most Baby Boomers have another 20-30 years of quality life. By
then America will be majority ethnic.

20. Baby Boomer Insight
Baby Boomers are sandwiched between the true realities of who they are and
their mission of making America a better place. They are at odd, caught in the
middle, a struggle against time and the mankind they made.

21. Outlook
Baby Boomers are traditionally optimistic and are so as they age. Their adoption
and use of technology means they won’t fade away. As pioneers of the
computing age, Boomers will always remain in touch with society.

22. Conclusion
76 million
American Baby Boomers are redefining who they are
and the American Dream.

23. Appendix

24. Facts & Data
• Baby Boomers have more discretionary income than any other
life stage; double the discretionary spending of the youth market
• America has more people over the age of 60 than the age of 15
• Every eight seconds another American turns 50 years old; 12,000
per day and over 4MM per year for each year of the next decade
• Baby Boomers spend over $2.5 trillion on consumer goods and
services
• Adults over 50+ own 65% of America’s aggregate net worth