Demographers have defined the post World War II Generation (born 1946-1965) as the Baby Boom Generation. Sociologists have delved deeply into this group and have written countless papers, essays, magazine articles, theses, and books—all of which attempt to describe the group, and account for the attitudes and behavior of its members.
Coincidentally, marketers, in recent years, have considered the notion that their wisest strategy for maximizing profits would be to focus their efforts on this group—a group that the U.S. Census Bureau reports “has the money.” Unfortunately for sales and stockholders, many of these marketers have done nothing but to do research, attend seminars—and give little but lip service to this strategy.
Assessing potential reasons for the lack of action on what seems to be a wise course suggests the likelihood that it may not be due to short-sightedness. Rather, it seems possible that the wide spread of ages in the Baby Boomer segment may be sending mixed messages—thus, causing confusion. And, as is well know, the human response to confusion is generally to dismiss and ignore those things that cause confusion.
Considering the possible causes for confusion suggests the following: As of January 1, 2006, the Boomer age spread will be 42–60. This spread may very well lead marketers to wonder about the extent to which a 42 year-old and a 60 year-old have something in common—especially when the 42-year-old might be the 60-year-old’s baby brother (or sister).
Logically speaking, therefore, many marketers might conclude that the all-inclusive term Baby Boomers is meaningless. Their thinking might take the following thread:
• A 60-year-old empty-nest couple—whose youngest child has just graduated from college and who now have more disposable income and personal freedom than they have had in the past 15 years—might be contemplating a second, or retirement home.
• His kid brother of 42 is likely now planning on paying for college, still has two more in high school, and is perhaps wondering how to tell his family they are about to be transferred to another city.
This reasonable train of thought might lead some marketers to discard the whole issue and fall back on the old reliable 18-49. But, what would a deeper analysis bring?
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