Attracting Boomers

Communicating to specific Boomer segments will help strengthen health communications and optimize product placement.

By Gregory Stephens, RD

Baby Boomers (those born between 1946 and 1964) represent one of the most influential generations in U.S. history, and currently stand at 78 million strong. As the oldest Boomers begin to hit their 60s, the explosion of products/services targeted to them addresses everything from anti-aging to retirement to technology. Understanding their unique attitudes and behaviors is vital to creating effective marketing messages that will resonate with them. The Natural Marketing Institute (NMI), Harleysville, PA, developed its “Healthy Aging/Boomer Database” to explore attitudinal measures, usage patterns, behavior and information sources in order to understand motivations and other factors influencing their buying decisions.

The Boomer Segmentation Model

To start, marketers need to recognize that Boomers are not one homogenous group defined by their singular demographic characteristics. Understanding their individuality and uniqueness will gain their trust and loyalty. As shown in Figure 1, NMI has developed a segmentation model revealing five Boomer segments—Arrivers, Strivers, Worriers, Bewildereds and Peter Pans—in an effort to understand the commonalities and differences that exist among this generation.

Arrivers are the most financially prepared group. Proud of what they have accomplished in life, they have also been successful at achieving their ambitions. Arrivers are the least likely group to be stressed, and they understand the link between nutrition, exercise and healthy aging. They feel in control of their lives, less dependent on others in retirement, self confident and optimistic.

Strivers are youth oriented, healthy in body, sound of finances, active and well on their way to achieving their goals. They are knowledge seekers, using the Internet to source information and feel technology is a vital part of their life. They place high importance on leisure and exhibit an above average desire to look and feel younger.

Worriers are of modest means and lower net-worth on average. This female-skewed group fears poverty more than those who are actually poor. They take responsibility for their health, although they have a fear of future illnesses, which drives a range of preventive health modalities. While describing themselves as loving and romantic, they are also somewhat stressed and depressed.

Bewildereds are the least “well-off” financially and most likely to be managing current health issues—this is the most fearful segment. Despite personal health issues, the consumers that fall into this group question the real value of a healthy lifestyle, do not take full responsibility for their own health, maintain a high reliance on Rx products, and are dependent on others. Bewildereds are often confused by life decisions, feel stressed and are concerned about their brain health.

Peter Pans represent a male-skewed group that shares the values of a much younger cohort, with no impetus to mature or become associated with the typical Boomer stereotype. They are relatively healthy and less concerned about future health issues. They travel for business and are the least likely to be intimidated by new technology. The over-arching attitude is that there is still plenty of time to sort out their affairs.

The defining characteristics of each group represent unique opportunities and challenges—something that manufacturers and marketers who are looking to target Boomers need to take into account when creating communication and product positioning strategies.

Overall, Boomers exhibit strong self-perceptions, describing themselves as loving, intelligent, hardworking, dedicated to family and seeking knowledge. Compared to younger generations, Leading Edge Boomers (those aged 51 to 61) are more likely to view themselves as independent, confident in themselves, spiritual and patriotic.

Top Influencers

When it comes to influencing Boomers’ purchase decisions of health-related products and services, physicians are number one on the list, with 81% of Boomers listing them as the most influential determinant. Physicians as spokespeople in media marketing from the Internet to newsletters may also have a powerful influence. After friends, relatives and spouses, just over half of Boomers value a pharmacist as someone who would influence their purchase decision. The growing power of the Internet is also an important consideration, with almost half of Boomers indicating it influences their health-related purchase decision. Written media also maintains relevancy among one-third of Boomers and is still a viable vehicle to reach these knowledge-seeking consumers.

Boomers’ desire for knowledge shows an orientation towards self-discovery and education regarding new products and services. Marketing that appeals to Boomers’ desire to uncover information on their own—such as “viral” marketing (Internet, blogs) or new stories—will be most effective with this generation. Boomers do not want to be “swayed” by traditional advertising methods.

When it comes to health-related products, Boomers definitely exhibit different opinions than younger generations. Clinical proof is highly valued in nine out of 10 Boomers, which indicates they want health products that are backed with scientifically substantiated claims. And while Boomers exhibit a youthful attitude, they are not searching for products that are hip, cool and trendy—their quest for youth is based in reality.

Brand loyalty is also important to Boomers, an attribute that grows as they age. One-third of boomers also admit they are early adopters and are among the first to try new products and services. Three-quarters of Boomers look for value in the products and services they purchase, but they will also “treat” themselves for particular items that provide a measure of luxury.

Boomers and Technology

As noted previously, Boomers are comfortable with computers and exhibit high Internet usage across various health topics at a slightly higher rate than the general population. The majority is researching specific illnesses both before seeing a doctor and after a diagnosis is made. They are also looking for general health information, from how to live healthier to staying in touch with new developments in the medical field. Further, 33% of this group purchases health products via the Internet. Non-health websites like eBay and Amazon are visited on a regular basis by Boomers, and search engines such as Yahoo and Google are utilized by half of this segment as well.

Summary

The attitudes and behaviors of Boomers vary, making it difficult to look at them as a homogenous group defined by singular demographic characteristics. There are, however, a few common characteristics to consider when marketing to this diverse part of the population.

•Boomers show strong brand loyalty to products and services they use.
• Clinical proof increases purchase intent on relevant products.
• They prefer advertisements which capture the flavor of their generation that understand their uniqueness.
• They prefer to purchase from socially and environmentally responsible companies.
• They are influencers, often telling family and friends about new products.
• They prefer to find out about products on their own compared to traditional advertising, highlighting the importance of viral marketing. NW