Edelman reveals results of Boomer study: Bull's-Eye Boomers rule!

My company, Edelman, will announce tomorrow that it has created a new consultancy called Boomer Insights Generation Group to specialize in communications marketing strategies to reach and activate Boomers. This is probably the most exciting thing that I've been involved with in my 30 years in PR.

We'll be helping companies understand how to build relationsips with self-identified Bomers, whom we call Bull's Eye Boomers (tm). More than one person has asked me "How hard can that be? After all, we already know who the Boomers are - they were all born between 1946 and 1964."

That, my friends, is the the crux of the problem. Too many companies market to Boomers as though we're defined by our age. Yet, one of the key findings of the Strategy One/Edelman Boomer Insights & Implications Study is that a full 28% of Boomers don't see themselves as Boomers as all. Can you imagine spending millions of dollars marketing a car to people who have committed to walk everywhere they go? And yet that's what companies do every day when they crank up their marketing and advertising campaigns and aim them at this massive group called "Boomers."

The Strategy One/Edelman Boomer Insights & Implications Study, which was conducted in July, 2007, included 1,320 adults ages 43-64. Here are some of the highlights you'll be hearing more about over the coming weeks:

> 72% of self-defined Boomers feel mainstream news and media try to appeal to a younger age group.

> 81% of women and 65% of men believe the government has the greatest responsibility to provide affordable medications to adults age 65 and older.

> Women said lack of money was the greatest challenge they faced when trying to maintain or improve overall health and wellness, with 45% of women and 40% of men citing stress as the second greatest challenge or barrier.

> 29% of surveyed women vs 19% of men say they are primarily loyal to one brand. Only 25% of Boomers of both genders is loyal to one brand.

So, as you can see, despite the fact that Boomers are 78 million strong and represent 24% of the U.S. population, they certainly don't always think and act alike. Moreover, brand promoters who don't understand who their Bull's Eye Boomer is stand to waste a lot of money and influence.

Over the past several weeks as we have sliced and diced the research, I've found myself in constant amazement at how often my fellow Boomers have nodded agreement when I mentioned specific findings to them. The conversation almost always turns to a "you won't believe what I got from such-and-such a company," followed by a tale that ended with "What were they thinking?"

Too often "they're" not thinking - marketers who have always targeted generations are going to be left in the dust if they don't quickly shift gears and start aiming toward the bull's eye!

Comments

[Rebecca Morgan, CSP, CMC]

Marilynn:

This is right on for me. I'm one of those 28% who don't identify myself as a Boomer -- and I was born in '55. Whenever I see information geared toward Boomers it seems more appropriate for my 57-year-old brother than for me.

And the data is on target for me about brand loyalty, too. The only brand I'm consistently loyal to is Apple! I love, love, love their products and have bought them faithfully since 1989 when I switched from a PC. And I've never regretted it!

Just thought you should know I'm a living example of some of the data in the study.

[Marilynn Mobley]

Hi Rebecca,

I can certainly see why you wouldn't identify with the term "Boomer," given how marketers and advertisers have mis-represented them for so long. You don't fit at all into the mold being formed by the uninformed. One great example - you're quite the adventurer (as we've learned from following your recent journey to India and China) yet most boomers are painted as frumpy people who stick close to home. The truth is, we're a very adventuresome bunch who are willing to spend money to have new experiences. We're hoping our study - and others - will wake some marketers up! Meanwhile, thanks so much for your comment! (BTW, I love the Apple products I've bought too!)