Wooing the Boomer Cohort

The

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TheBabeBoomerBoomerBabe

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Some 78 million Americans comprise the Boomer Cohort, perhaps the

most important group marketers should watch and understand. The

prize? More than 2 trillion dollars that boomers are willing to spend if

given attention, respect and value.

The Boomer and The Babe Show is about attention, respect and value

as it relates to the needs, desires and mindset of today’s active and

vibrant boomer.

And as we say at the end of each show . . .

Get your boomer on . . .

Because at 50, you’re just getting started.

Copyright 2008. All rights reserved.

Table of Contents

Introduction

We Were Born Special

Outside Whose Comfort Zone?

Boomers at Work

Are We Having Fun Yet? Still?

Don’t Call Us Seniors

Living La Vida Sandwich

Grand Never Looked So Good

Money and Spending Patterns

Survival Guide Tips

Retirement

Values, Life Choices, Longevity

We Rule Our World

Calgon Take Me Away

Boomer Facts and Figures

Coupon

boomer (n) - a North American-English term used to describe a person born between 1946 and 1964.

cohort (n) - a group of persons sharing a particular statistical or demographic characteristic

Introduction

The 50-plus market has more money, power and sheer

numbers than any other group in the marketplace. If

your product or service is of interest and benefit to this

population, your message is well-placed on The Boomer

and The Babe Show.

The Boomer and The Babe Show is a one-hour LIVE

radio program that airs every Tuesday and Thursday

morning at 9:00 AM on KFNX News-Talk Radio 1100.

The program is directed at the 50-plus market, with a

particular emphasis on the active, healthy, working and

vibrant boomer lifestyle. Boomers comprise a huge

segment of the population; it is also a monied segment

looking for ways to prolong “the middle years” of life.

As working boomers ourselves, we are well aware of

what boomers like, need to hear more about, and want

to buy. The guests on our show share how they are

navigating this very interesting time in history. And

they're focusing on the boomer view of things. It

behooves the successful business person to understand

this population in order to better serve them. With

knowledge comes understanding.

This book is a compilation of observations, tips, trends,

and advice for making the most of doing business with

the Boomer Cohort.

It’s almost a birthright, our specialness. We came into

the 20th century marked for greatness by virtue of the

sheer numbers of us, but also by virtue of what we

would do with our lives.

We cried out with the swat on the backside

at birth, and then squawked about every life phase,

social norm, invention and convention.

Why do we boomers feel compelled to have it our way?

We’re special. And because of that, we’re not going to

age the way our parents did. We’re probably not going

to raise our children (or help raise their children) the

way we were raised. We’re not going to retire the way

our fathers did (and some of our mothers, of course).

What else can we look to as evidence of the specialness

of this massive societal behemoth? We have seen more

(literally, and in real time) than any other previous

generation.

We have more collective memories and shared

experiences, largely because of televison and the

Internet. We watched together as JFK was laid to rest,

as the Berlin Wall came down, as the Challenger blew

up, as the Twin Towers crumbled to the ground.

We have been reshaping social norms and expectations

to conform to our needs and thinking since the day we

were born.

We Were Born “Special”

behemoth (n) - someone or

something that is abnormally

large and powerful [syn: giant]

a person of exceptional

importance and reputation

[syn: colossus]

vital from birth

1

Born Special, continued

We’ve also watched together as wars were waged in

foreign lands and our people, our brothers and sisters of

every age, were the fallen heroes.

We participated in the protests, redefined music, and

said Hell No, we won’t go. We forced “them” to listen as

we changed the direction of the world.

We are still doing it today. We get tired of the status

quo and want it changed now! We are tired of waiting

for our turn.

It’s always our turn.

2

Outside Whose Comfort Zone?

Like everything else we’ve ever thought about, our

housing needs are not one-size-fits all. For the Boomer

Cohort, lifestyle needs and family situation rule the day.

Since we’re planning to work well into our 70’s (some of

us have to, others just plain want to), we have definite

ideas about the “where” we’ll live just as we do the

“how” we’ll live. And “gracious senior living” isn’t going

to do the trick!

Senior communities that attract our parents will not

hold our attention or merit consideration unless we can

overlay our own sense of style and comfort,

functionality and modernization. Many homes in Sun

City, Arizona, for example, are getting facelifts and

make-overs as the new wave of Sun Citians moves in.

Retirement housing is still a viable niche, of course, but

it needs to be more than the cookie-cutter version of

days past. And some of us may need to include children

or grandchildren in our housing needs (that family

situation consideration), so age-restricted communities

won’t be the answer if rules are going to get in the way.

This generally monied and vital group requires thinking

outside the comfort zone by community planners,

builders, realtors and people working in the home

improvement industry.

housing needs

3

Comfort Zone, continued

Here's the news you can use if you've been thinking

we're all planning to slow down, take it easy, and move

into small and maintenance-free digs. The opposite is

true! In fact, less than 10% (closer to 6%) are planning

to downsize in the next five years. An estimated 76%

(of 78 million, mind you) are either not moving at all, or

they are planning to make a lateral move to a similar

sized home, or they are looking forward to an even

bigger home.

And we haven't even touched on vacation homes or

retreats from the famous dry heat we enjoy during

Arizona summers.

Mortgage brokers and realtors need to pay attention to

this cohort and tailor offerings to the likelihood that we

are going big, and we've got the wealth and health to

carry the paper. Gray hair does not signal reverse

mortgage and cute little condo!

For those of us staying put, count on our spending a

small fortune on sprucing up the place to fit our

discerning sense of style. This means big purchases,

like furniture and appliances (think sub-zero fridge and

state-of-the-art chef's stove/oven combo), not to

mention home decor and extensive remodeling.

According to Bonnee Gruber of Taggywail, Inc.,

Boomers should look into hiring an interior designer to

assist with those big changes. “It's far more cost-

effective to use a designer than fix the errors!”

Interview Recorded 04/21/08

Bonnee Gruber, OwnerTaggywail, Inc.

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Topics/Home and Garden

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4


For those of us moving, a significant consideration when

contemplating the boomer comfort zone is this: what

does it take to make a community livable? The answer

should include new urbanism, smart growth, mixed-use

development, and easy-living standards.

Throw in some attention to culture, work options, mass

transit and fitness opportunities and you’ve got your

Eureka! Also, you might want to think in terms of

replacing shuffleboard with snowboarding!

AARP The Magazine selected five cities in 2007 that

fit the bill for best places for boomers to live. They

focused on livable community characteristics in each

location including mass-transit systems so residents can

drive less, expanded sidewalks to encourage walking,

better health care, and a wide range of mixed use

housing.

These qualities, according to the article, “attract

members of the 50-plus age group, a segment that

spends more than $2.2 trillion on goods and services

each year and is expected to grow in size by 32 percent

in the next 15 years.”

Chandler, Arizona made the list because of its gracious

desert living combined with an activist twist that

encourages residents to get involved with the spirit of

the town. Another attractive selling point is that its city

climate and plenty of parks and open space provide

ample recreation opportunities.

CHANDLER: ONE OF TOP FIVECOMMUNITIES FOR BOOMERS

Hank Pluster Planning

Manager City of Chandler

480-782-3053

5


Chandler’s Planning Manager, says

"One of our planning goals over the years has been to

develop a complete, diverse, family-oriented city. While

retirement communities have not been at the very top

of the list, it may be that the very qualities of family

living (e.g., well-designed neighborhoods, parks, open

space, greenbelts for walking, various

recreation/education programs, plus attractive

neighborhood centers and regional commercial areas, et

al) are the same things that induce current residents to

"age in place".

“I suspect that some "pre-retirees" may opt to stay

well-connected to such qualities and amenities,

purposely not wanting to enter (or at least delaying) the

more insulated retirement developments. Some current

residents, if they have raised their families here and

their children choose to stay in the city or the SE valley

generally, may choose to remain here as "move-down"

residents (moving into a smaller home as empty-

nesters), simply to remain in closer proximity and

connected to their children/grandchildren.”

Prevention Magazine recognized Chandler as an

especially pedestrian-friendly community. The magazine

evaluated communities throughout the U.S. and found

Chandler to be among the top 10 best communities for

walking.Chandler residents have set the bar high in

terms of wanting lots of parks, open space, bike

paths/lanes and trails.

CHANDLER: ONE OF 10 BESTCOMMUNITIES FOR WALKING

Chandler Parks PIO

Craig Younger

480-782-2701

6

The baby boomers, or the original “me” generation, as

they are sometimes called, make up the largest

generation in the United States and account for about

43 percent of the work force. Born between 1946 and

1964, and often the children of World War II veterans,

boomers tend to be competitive and driven to achieve

goals, but also are highly focused on their children.

Process- and team-oriented at the workplace, yet

judgmental of differing opinions, they tend to accept

corporate structure as is and value personal recognition.

Source: Deloitte

Boomers at Work

how we work

7

Boomers At Work, continued

A 25-year veteran of the police department proudly

proclaims she has just six more months till retirement

and asks, in the same breath, if we know of anyone

hiring someone with her skills.

A 50-year-old hard-working forklift driver with a major

trucking company counts the days till his 25 years are

up so he can finally get down to business -- his own!

A 35-year-old is heard to say the family is looking

forward to retiring in 15 years. Boomer brains say “Oh

good . . . then what?”

Boomers both want and need to work, and three-

quarters of us plan to work in retirement. For some of

us, it’s time to launch the lifelong dream business and

stay engaged and mentally active. For others, it’s

necessary to continue working because the bills need to

be paid. Still others find our investments haven’t kept

up with current and future demands -- life is going to

get in the way, for sure. And then there are those of us

who have obligations we hadn’t really figured on: taking

care of frail parents or helping adult children who have

fallen on hard times.

The good news for many of us, however, is that we can

and do plan to work in a fluid environment that allows

for a “work when I want, play when I want” schedule.

This translates to in-home offices with all the bells and

whistles of the corporate world: high tech inter-

connectedness, state-of-the-art toys and computers.

8

Hitting old age used to signal the slow down, take it

easy conversation. This whole sentence is problematic

for boomers, because old age is way off in the future (if

ever) and “slow down, take it easy” is boring and

sounds the death knell for boomers!

According to the Focalyst Insight Report of April 2008,

the typical boomer participates in an average of 10

activities, choosing from amongst the following (please

note that knitting and reading are not listed):

Listening to music

Dining out

Going to movies

Religious/prayer services

Fitness walking/exercise walking

Live sporting events

Music and concerts

Camping

Fitness workout/aerobics

Gourmet cooking

Bicycling

Swimming

Hiking

Weight training

Photography as a hobby

Dancing

Jogging/running

Motorcycling

Painting/drawing/sculpting

Yoga/Pilates

Visiting Spas

Are We Having Fun Yet? Still?

active and vital

9

Having Fun, continued

We couldn’t explore having fun without talking about

travel. Arizona is home to one of the seven natural

wonders of the world, and millions of people come to

visit the Grand Canyon annually. But where do Arizona’s

boomers go when they want to have fun?

A new travel Web site has been launched for baby

boomers at http://www.boomeropia.com.

"I happen to be a baby boomer and I felt like the fun

side of me wasn't being catered to and marketed to,"

said Web site founder Liz Dahl, 59, in a phone interview

from her office in Louisville. "I was getting ads for

medication and hearing aids and no one was appealing

to my fun side."

So she created Boomeropia as an information site,

listing interesting trips and tours in 30 categories, from

adventure to pet travel to beaches and bed-and-

breakfasts.

Other categories include cruises, culinary travel, golf,

fishing, and "glamping" - which means "glamorous"

camping or camping trips where the tour operator does

all the hard work for you, with comfortable tents and

catered meals. Click on "botanical tours" and you'll read

about a trip to Kazakhstan in search of alpine plants;

click on "volunteer" for details on an American Hiking

Society trip to work in a park in the Chilean Patagonia.

There is also a forum section where readers can post

photos and share their thoughts.

“I was getting ads for

medication and hearing aids

and no one was appealing to

my fun side.”

Liz Dahl, Founderwww.boomeropia.com


Marjorie MagnussonPublic Relations ManagerArizona Office of Tourism

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March 10, 2008 Associated Press

10

So we're not young adults anymore. Fine. But we're

also not senior citizens! We will quickly tell you that

middle age runs from about the age of 47 to 73. Got it?

The savvy advertiser will do well to appeal to life stages

and common situations instead of trying to fit the

message to everyone in that age group. (Of course,

you can keep marketing exclusively to those aged 18-

49 if you like.)

We boomers fully expect to continue doing it bigger,

better, and bolder than any other group, and we're

going to want it to look and sound like those marketing

to us have a clue!

If you don't have a 50-plus plan, you had better

develop one.

The 50+ segment is the only

demographic segment that will

increase in size over the next

decade, growing some 23% while

the 18-49 segment stays stagnant.

Source: Census

Don’t Call Us Seniors!

marketing messages

11

Don’t Call Us Seniors, continued

Marketers are well advised to think of boomers in terms

of segments within segments, rather than employing an

age-driven model alone. Better yet, market to boomer

attitudes and our determination to remain vital for

decades, not years. That will do it!

And here’s one hard and fast rule for dealing with

boomers: we’ll either make the rules, change the rules

or break the rules, so remain fluid and DO YOUR

HOMEWORK -- or plan to become irrelevant to us!

Of note is the fact that half of all boomers are now 50

years old or older, and every day another 10,000

boomers hit the milestone.

Also of note is that we’ll happily spend over $2 trillion

every year if you give us value, respect, and attention.

And please, don’t even think about forcing us into your

old models of marketing to people who fall outside your

heretofore favorite 18-49 demographic (think square

peg in round hole).

By the way, if you think we’re computer-challenged or

stuck in brand-loyalty land because we don’t know any

better, think again. Remember, we have been

participating in the marketplace since the advent of

computers, email, YouTube, and any technological

advance worth discussing. We have been practicing

customer evangelism before the term was coined, and

regularly forward to friends, family and co-workers

information about all the cool stuff we can and do buy.

According to Mintel Group, a

market-research firm, the

baby boomer generation has

an estimated spending

power of more than $2

trillion a year.

12

Living La Vida Sandwich

Many of us are experiencing what was meant when the

term “sandwich generation” was coined. We’ve got

responsibilities and concerns on both sides of the life

spectrum: children in school or adult children needing

assistance AND aging parents that need help and care.

We need special care and feeding to maintain balance

and quality of life, indeed keep hold of our own dreams

and desires, when we find we must manage as

caregivers on top of everything else. Some of us even

have three generations of retirees living in the same

house/city/time-space continuum (that’s what it feels

like when it’s not working so well!).

Boomers are finding themselves in need of advice and

counsel about planning for expected transitions as well

as the always exciting “what if’s” of life.

Adero Allison and Randy Brown of Transitioning Adults

Plus radio (interviews on April 14 and May 5

respectively) have all the answers we boomers need

with regard to transition planning; they even have a few

questions we might not realize should be asked. They

have created a business, national in scope, to help

boomers in charting the course to help their aging

parents through potentially stressful transitions (like

downsizing and moving from the family home).

QUESTION:

What are the major concerns Boomers face today?

ANSWER:We don’t want to outlive our financial resources.

We want to be of value in our world and have a sense of relevance.

We want to remain in control of our lives.


Adero C. E. Allison, PhD, CSATransitioning Adults Plus

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all in the family

13

La Vida Sandwich, continued

Of course, it’s not just aging parents that need to plan a

course of action for potentially unsettling life

experiences. We boomers do well to plan for our own

next phase of life before illness or change of fortune

takes away some of our choices.

Acting on our desire to maintain control and remain

relevant in our declining years requires foresight and

planning. We will want to know we have that handled,

thank you very much!

Whoever said “A failure to plan is a plan to fail” wasn’t

thinking of boomers with aging parents on one side and

children and grandchildren on the other. Or was he?

Our plan must include ways to deal with various life

issues for ourselves and our loved ones, including social

security, transportation, health care and financial

challenges. If we don’t plan well, the consumption of

valuable resources, time and emotional stability will be

pushed to a breaking point.

14

Grand Never Looked So Good

grandparenting boomer style

The boomer generation is the first generation to have

both parents working. What does that mean when

boomers contemplate grandparenting? Ah, finally, a

great way to make up for lost snuggle time and any

number of perceived failings, of course! We can make

restitution by spending time (and money) on the grand

little ones that we didn’t or couldn’t the first time

around.

Every 20 seconds a new grandparent is born.

Another way to look at the grandboom is this: for every

baby born, there may be four (or more) consumers that

enter the fray, and the potential spending is enormous!

Everything from furniture and toys to financial

investments is in play (so to speak). Grandparent trips

and activities are also in play.

Healthier, wealthier and spending more money on teddy

bears and teething rings than any generation before,

we baby boomers are going gaga for our grandkids --

to the tune of an estimated $50 billion a year.

Grand boomers, as we've been christened by marketers

to the 50-plus crowd, represent the next big boon to

the industry that makes and sells toys, clothing,

furniture and other merchandise for kids. We are

actively looking for things to buy our grandchildren.

Already more than one third of

boomers are grandparents,

and half of all grandparents

alive today are from the

boomer generation.

15

Grandparenting, continued

The AARP says 32 million grand boomers are already

spending twice as much annually on their grandkids

than previous generations.

"This is the group that put those Baby-On-Board

stickers all over their minivans in the 1980s," said Matt

Thornhill, president and founder of The Boomer Project,

a marketing consultancy in Richmond, Virginia. "They

were so proud of having babies. What do you think

they're going to do with their grandbabies? They're

boomers -- they're consumers.”

It’s a whole new world out there for us boomer grands.

Whether a new grand at 50 or a seasoned grand at 50,

we’ve got game . . . and wallet. We’ve got the way to

find out what’s new and good on the market (can you

say Google?) and we have discretionary income that we

feel is quite appropriately spent on our little ones.

And we understand Photo Bucket and Flickr and

Shutterfly. We also get Skype and how to use it for

staying connected with real-time audio and video.

Here are some examples of retailers who get it:

KB Toys -- Grandparents' Rewards Club offers 10 percent off the purchases of shoppers over 50.

Babies 'R' Us hosts free seminars for grandparents that address developments in baby safety and baby care.

Babies ‘R’ Us recently partnered with Fisher-Price to sell a 60-page guide for grandparents called "Loving Your Grandbaby.”

Grandparents buy one of

every four toys, four of

every 10 baby books and

one of five video games,

according to data gathered

by the GrandParent

Marketing Group.

16

Money and Spending Patterns

money and spending patterns

You can count us all you want, then either frame or

reframe your company’s value proposition to appeal to

boomers and our attitudes. As mentioned a couple of

times in this book, boomers number between 76 and 78

million individuals.

In addition to the size of the group, Steve Gillon, author

of Boomer Nation, has suggested that one thing that

sets the baby boomers apart from other generational

groups is the fact that "almost from the time they were

conceived, Boomers were dissected, analyzed, and

pitched to by modern marketers, who reinforced a

sense of generational distinctiveness."

Our sense of generational distinctiveness shows up in

our spending patterns. We have money and we often

influence the spending of others in our homes and

family situations. We offer “permissions” for spending

of adu

Each life stage presents another trigger for spending,

which might be related to everything from life

improvements to new products, brands and media.

lt children living at home again (adultelescents),

aging parents for whom we are providing financial

assistance, and children and grandchildren. Permission

in this sense can be real or implied, depending on the

family dynamics.

Boomers control half of all the

household discretionary income.

17

Spending Patterns, continued

Boomers are the wealthiest generation in history, but

only 9 percent are truly affluent (defined as having pre-

tax incomes of $150,000 or more if working, or

$100,000 if retired).

Many boomers have taken steps to ensure they will

have enough money to live on during retirement, but a

huge number have exactly 0 dollars in savings and

investments (about 25 percent of us).

For those of us who need to look that last number in

the eye, the good news is this: there is still time to

STOP SPENDING and START SAVING.

CNBC recently aired a one-hour program called

Boomer Angst, which detailed the general state of

boomer affairs and our relationship with money.

To keep things in perspective, boomers who have

reached the age of 50 expect to live 35 more years.

The Survival Guide Tips on the following page give

boomers reading this book some hope and direction.

The Survival Guide Tips also give financial planners and

other advisors some insight into what we might want to

hear . . . It’s probably exactly what we’ve been

thinking.

18

"Make sure your investments

are properly structured to be

able to withstand anything

that happens. If you don't

have a properly diversified

portfolio, now's the time to

make one.”Ric Edelman

Money Manager

Survival Guide Tips

"Get rid of debt. If it's hard to pay off debt today it will be even worse when your paycheck stops.”

Jane Bryant QuinnNewsweek Columnist

"Start Now. Figure out what you have, what you will need and how you will get there."

Michael FarrPresident of Farr,

Miller & Washington

"Don't try to keep up with the Joneses. It's human nature to look around at friends and neighbors but your best bet is to keep your blinders on. Decide what YOU can afford based on YOUR income and YOUR savings goals. And don't let the activities of your peers tempt you to sway from that course.”

Manisha ThakorFinancial Advisor

"Start planning for an "encore career." Find something you enjoy doing where you can make some money, so you'll have extra income in retirement if needed. We're also finding that many baby boomers lead happier, healthier and longer by staying engaged off the golf course.”

Bob FrickSenior Editor at Kiplinger's

Personal Finance

19

Survival Guide, continued

Need a Boost? CNBC Personal

Finance Correspondent, suggests these steps.

Delay retirement age.

A 50-year-old who is just starting to save will need to

save 56% of their annual salary to be able to retire at

age 65, according to calculations by T.Rowe Price.

That's an enormous number and extremely daunting.

But waiting to retire until age 70 gives you more years

to save and fewer years that your savings will have to

support you. Delaying Social Security until then will

give you the maximum benefit, helping to fill the gap.

Add money to your IRA.

IRA contributions increased for 2008. Those who are 50

or older can contribute up to $6,000 this year to a

traditional or Roth IRA. If you have enough time before

you have to start making withdrawals, a Roth IRA may

be the better option.

Contribute the max to your 401(k).

Workers age 50 or older can invest up to $20,500 this

year -- that's the maximum contribution of $15,500,

plus a so-called "catch-up" of up to $5,000.

Consider starting a side business.

A recent American Express survey found that 26% of

baby boomers began their own business because they

were financially unable to retire.

Sharon Epperson,

20

Retirement

retirement

Boomers are turning 62 this year (in droves!) and

people in business are watching and waiting to absorb

the impact. It is worrisome to envision a workforce

decimated by a mass exodus of those eligible to retire.

It is also a challenge to manage offices and companies

with generational differences to incorporate.

Much has been made of the fact that the first 62-year-

old to apply for her Social Security benefits was able to

do so on January 2, 2008. But the reality is, only 11

percent of boomers plan to stop working entirely at the

age of 62. The balance of the “Boomer 62’s” sure won’t

be getting in line at the Social Security offices.

Nearly 80 percent of boomers are planning to work or

actively volunteer once they reach retirement age. To

further dispel commonly held beliefs about boomers and

when they’re ready to quit -- 13 million boomers are

already working in what they consider a second career,

and another 13 million are taking courses either towards

a certificate or degree or for the sheer pleasure of

lifelong learning.

“Double” and even “ triple dipping” is possible these

days because people are living longer and working

longer.

double dipping (n) - the

practice of drawing two incomes

from the government, usually

by holding a government job

and receiving a pension, as for

prior military service.

21

Values, Life Choices, Longevity

we l ike what we l ike

As the Boomer Project states: "They are the generation

that keeps moving the proverbial 'hill.' It once was 30,

then 40, now 50. Soon it will be 60. As a result, they'll

likely move 'Old Age' farther and farther into their

future, as well.”

We are the first generation to be raised in the suburbs

with the television for a baby sitter. We were raised

on rock 'n' roll, top 40 radio, comic books, color movies,

soft drinks, and fast food.

We’ve been the subject of more study and clever

marketing messages than any other generation in

history. And still, 60 years into the boomer generation’s

tenure, we are still a force to reckon with. We are,

some would say, the mainstream of American life.

According to Stephen F. Barnes, PhD ( in an article for

Boomer Advisor), boomers are “better educated, more

productive, and healthier than all prior generations.” He

goes on to say we dominate the cultural, academic,

economic, and political worlds across the nation. With

our "generational gift" of longevity - living two or even

three decades beyond the arbitrary retirement age of

65 - we will remain a powerful social force well into the

21st Century.

22

We Rule Our World

We rule our world

The aging of the baby boomer demographic is a huge

opportunity for any business, so long as they remember

one thing: “we rule our world” is not a slogan. It’s a

boomer battle cry.

We expect service and we freely discuss good

experiences with our family, friends and co-workers.

Actually, what we expect is perfect service -- think who

we tell when we receive that precious commodity! Do

you know what “PLS FWD to all you know” means? We

know, and we do.

Remember that a boomer turns 50 every 7 seconds

(thereby joining a population segment that will grow by

25 percent in the next decade while other segments

remain flat). But don’t lump us all in one catch-all

category (think all eggs in one basket and what a

mistake that can be). Target lifestyle and life-cycle markers. Some of us are

having our first children, others our first grandchildren.

Some of us are starting a second career or new business

while others are finishing work altogether and looking

for thrills and excitement that comes with freedom.

Boomer freedom has several components: health,

wealth, vitality, happiness, relationships, spirituality, and

enduring value as human beings.

23

Calgon Take Me Away!

aging naturally

Boomers are more interested than ever in looking good

and feeling good. We will spend upwards of $72 billion

on anti-aging products and services in the year 2009.

That doesn’t mean cosmetic surgery, by the way.

We want to maximize our assets and put the best face

on our personal aging process. We insist on looking

good for ourselves and being attractive to the opposite

sex.

Remember the days of popular night-time dramas

Dynasty and Knott’s Landing? The women were

gorgeous and feisty (don’t worry about the massive

shoulder pads), and they weren’t 20- or 30-year-olds!

They were older women being hip and cool and YOUNG.

Get the picture?

We’re going to aspire to perpetual vitality and celebrate

our youngness on the inside, all the while using

products and services that ease the process and make

us feel good (inside and out).

Boomer men and women (whether married or not) are

equally interested in remaining attractive to the

opposite sex. Don’t leave men out of the equation for

anti-aging products, spas and wellness centers.

24

Calgon Take Me Away, continued

We don’t even have to mention weight loss and exercise

as important features for the vital boomer life cycle.

Let’s face it. We can get busy with that program this

year or next, but we’re going to have to engage in “the

program” sooner rather than later! If 60 is to be the

new 60, we’d better look and feel the part!

25

Boomers Facts and Figures

Size of the Boomer and Senior Markets:

· 77 million people were born between 1946 and 1964, which is defined as the baby boomer era (U.S. Census).

· The first baby boomer turned 60 on January 1, 2006.

· An American turns 50 every 8 seconds that's more than 10,000 people every day (AARP).

· By 2015, those aged 50 and older will represent 45% of the U.S. population (AARP).

· By 2030, the 65-plus population will double to about 71.5 million, and by 2050 will grow to 86.7 million people (U.S. Census).

Wealth of Baby Boomers and Seniors:

· 78 million Americans who were 50 or older as of 2001 controlled 67% of the country's wealth, or $28 trillion (U.S. Census

and Federal Reserve).

· Households headed by someone in the 55-64 age group had a median net worth of $112,048 in 2000 15 times the $7,240 reported for the under 35 age group (U.S. Census and Federal Reserve).

· The 50+ have $2.4 trillion in annual income, which accounts for 42% of all after-tax income (U.S. Consumer Expenditure Survey).

· Adults 50 and older own 65% of the aggregate net worth of all U.S. households (U.S. Consumer Expenditure Survey).

Spending Habits of Adults 50+

· Adults 50+ account for an estimated $2 trillion in total expenditures for 2005.

· This group has $2.3 trillion in disposable income.

· Between now and 2010, the total spending for 50+ households will increase by over $900 billion.

· By 2010, adults 45-years-old and older will out-spend younger adults by $1 trillion annually.

· In 2004, people aged 50 and older spent an average of 47.6 percent of their family's budget on "nonessentials" (Bureau of Labor).

· 50% of baby boomers plan to buy a new home after retirement (Del Webb Survey).

· As of January 2007, baby boomers are 27% more likely than any other generations to embark on a major home improvement or repair in the next 6 months (Consumer Intentions and Actions Study).

· 96 percent of baby boomers participate in word-of-mouth or viral marketing by passing a product or service information on to friends (ThirdAge and JWT Boom).

Online Habits of Adults 50+

· As one-third of the 195.3 million Internet users in the U.S., adults aged 50+ represent the Web's largest constituency

(Jupiter Research).

· 2/3 of Americans age 50-64 use the Internet (SeniorNet).

· Email is the most popular online activity among 50+ users, followed by web browsing, research, and shopping (ThirdAge and JWT Boom).

· 72 percent of baby boomers have broadband Internet in their homes (ThirdAge and JWT Boom).

· Adults 50+ spend an average of $7 billion online annually (SeniorNet).

· The Internet is the most important source of information for baby boomers when they make a major marketing purchase, such as automobiles or appliances (Zoomerang).

· 42% of all travel industry purchases happen online, and adults 50+ account for 80% of all luxury travel spending (Pew Internet and American Life Project).

· 82 percent of adults aged 50+ who use the Internet research health and wellness information online (Pew Internet and American Life Project).

· By the end of 2007, the number of mature social networkers is expected to top 20 million (Deloitte).

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Documents

Wooing the Boomer Cohort