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Lifestyles of Baby Boomers - US - October 2009

The two years since the last Mintel report on Baby Boomers, Spending Power of Baby Boomers—U.S., February 2007, have seen dramatic changes in the US economy. Beginning in late 2007 and intensifying in 2008, consumers have been assaulted by the credit crisis, foreclosures, bank failures and consolidations, and a plummeting stock market. As a result they are less secure and less trusting—especially those closer to retirement.

With the recession as context, this report looks at the attitudes and behavior of the Baby Boomer segment and its habits across industries such as personal finance, apparel, health and medicine, and food and dining out. Mintel also places an emphasis on attitudes and behaviors between Younger Boomers (aged 45-54) vs. Older Boomers (55-64), as the sub-segments vary significantly in various attitudes and lifestyle choices.

Our analysis indicates that a company’s relationship with Boomers’ communities can have a significant impact on the probability of purchase, but like other segments of the population, convenience, availability, and cost often have the greatest influence on probability of purchase. This is one of the key reasons that Mintel concludes, overall, that while Boomers have some unique preferences and needs, they live, shop and buy in a manner that is often quite similar to other demographics.

The following questions are explored throughout the report:

  • In which categories are Baby Boomers spending money? How are they impacted by various media?

  • How secure are Baby Boomers about their finances and what are Boomers investing in?

  • What are the travel habits of Baby Boomers and their attitudes toward foreign and domestic travel?

  • Where do Baby Boomers shop and dine out?

  • How do Baby Boomers feel about health and medicine, and insurance?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Consumer survey data
          • Advertising videos
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                  • Financial snapshot: Affluent earners but poor savers
                    • Why Boomers buy
                      • The responsibilities of taking care of their children, grandchildren, and parents
                        • Insights and opportunities
                          • Advertising snapshot
                            • Attitudes towards health and wellness
                              • Attitudes towards personal finance
                                • Attitudes towards travel
                                  • Attitudes towards apparel
                                    • Attitudes towards the internet
                                    • Insights and Opportunities

                                      • Boomers ignored by marketers
                                          • Figure 1: U.S. household characteristics, by age, November 2008
                                        • Easy and elegant electronics
                                          • Fashion, Boomer style
                                              • Figure 3: Baby Boomer attitudes toward retail clothing stores—Older and Younger Boomers, July 2009
                                            • Food, Boomer style
                                                • Figure 4: Baby Boomer attitudes toward food—Older and Younger Boomers, February 2008-March 2009
                                              • Midlife health
                                              • Inspire Insights

                                                  • Agelessness
                                                    • What it’s about?
                                                      • I won’t grow up
                                                        • Implications
                                                          • Nostalgia
                                                            • What it’s about?
                                                              • Rockin’ into the night
                                                                • Implications
                                                                • Decision-making Drivers

                                                                    • Key points
                                                                      • Quality and value more important to Boomers
                                                                          • Figure 5: Baby Boomer attitudes toward their own financial security—Older and Younger Boomers, July 2009
                                                                        • Maintaining health
                                                                            • Figure 6: Baby Boomer attitudes toward health and medicine—Older and Younger Boomers, February 2008-March 2009
                                                                          • Branding, bargains, and made in America
                                                                            • Figure 7: Baby Boomer attitudes about shopping and shopping behavior—Older and Younger Boomers, February 2008-March 2009
                                                                          • Raising kids, pampering grandkids, and taking care of parents
                                                                              • Figure 8: Households with children, by age and race/Hispanic origin of householder, 2007
                                                                            • From me to we
                                                                              • Figure 9: Baby Boomer general attitudes—Older and Younger Boomers, February 2008-March 2009
                                                                          • Brands and Advertising Landscape

                                                                            • Overview
                                                                              • Leveraging Inspire Insights
                                                                                • Figure 10: Advertising expenditures targeting Baby Boomers, 2007 and 2008
                                                                              • Brand analysis: Geico
                                                                                  • Figure 11: Brand analysis of Geico
                                                                                  • Figure 12: Geico television ad, 2009
                                                                                • Brand analysis: Viagra
                                                                                  • Figure 13: Brand analysis of Viagra
                                                                                  • Figure 14: Viagra television ad, 2009
                                                                                • Brand analysis: Centrum
                                                                                    • Figure 15: Brand analysis of Centrum Silver
                                                                                    • Figure 16: Centrum Silver television ad, 2009
                                                                                    • Figure 17: Centrum Silver television ad, 2009
                                                                                • Segment Size and Demographics

                                                                                  • Key points
                                                                                    • Boomers make up 26% of the U.S. population in 2009
                                                                                      • Figure 18: Population, by age, 2004-14
                                                                                    • Majority of Boomers are white
                                                                                      • Figure 19: Generations, by Hispanic origin, 2009
                                                                                      • Figure 20: Generations, by race, 2009
                                                                                    • Younger Boomers have highest household incomes
                                                                                      • Figure 21: Average household income of Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                    • About half of Baby Boomers attended or graduated from college
                                                                                      • Figure 22: Educational attainment of Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                    • Most Boomers (65%) are married and homeowners
                                                                                      • Figure 23: Baby Boomers’ marital status—Older and Younger Boomers, February 2008-March 2009
                                                                                      • Figure 24: Baby Boomers’ home ownership—Older and Younger Boomers, February 2008-March 2009
                                                                                    • Almost 80% of Older Boomers live in households of two or less; 89% with no children
                                                                                      • Figure 25: Baby Boomers’ household size and presence of children—Older and Younger Boomers, February 2008-March 2009
                                                                                      • Figure 26: Family members living with Baby Boomers—Older and Younger Boomers, July 2009
                                                                                  • Ethics and Time Management

                                                                                    • Key points
                                                                                        • Figure 27: Baby Boomer general attitudes—Older and Younger Boomers, February 2008-March 2009
                                                                                      • Time is valuable
                                                                                        • Figure 28: Baby Boomer general attitudes—Older and Younger Boomers, February 2008-March 2009
                                                                                        • Figure 29: Baby Boomer general attitudes—Older and Younger Boomers, February 2008-March 2009
                                                                                      • Some 41% of Boomers planning for or in retirement
                                                                                        • Figure 30: Baby Boomer attitudes—Older and Younger Boomers, July 2009
                                                                                      • Key points
                                                                                        • Like all adults in 2009, Boomers are grocery shopping for value at Walmart
                                                                                          • Figure 32: Top department/discount department stores for supermarkets/food stores among Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                        • Older Boomers spend less than average on weekly groceries
                                                                                          • Figure 33: Grocery shopping dollars spent av week among Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                        • Best Buy leads electronics stores for Boomer purchases, but Walmart is popular too
                                                                                          • Figure 34: Home electronics store selection among Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                          • Figure 35: Top department/discount department stores for appliances/electronics/computers, among Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                        • Home Depot number one home improvement store among Boomers; Lowe’s close number two
                                                                                          • Figure 36: Top home improvement stores among Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                        • Walgreens leads drug store chains among Boomers and all adults
                                                                                          • Figure 37: Top drug stores for Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                        • Little loyalty for convenience stores
                                                                                          • Figure 38: Convenience store selection among Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                      • Online Attitudes and Behavior

                                                                                          • Key points
                                                                                            • Boomers use internet more for information, less for entertainment
                                                                                              • Figure 39: Baby Boomer attitudes toward the internet—Older and Younger Boomers, February 2008-March 2009
                                                                                            • Nearly 60% of Boomers like to learn computer tech
                                                                                              • Figure 40: Baby Boomer attitudes computers—Older and Younger Boomers, February 2008-March 2009
                                                                                            • Some 62% of Baby Boomers have made an internet purchase
                                                                                              • Figure 41: Incidence of Baby Boomer internet purchases—Older and Younger Boomers, February 2008-March 2009
                                                                                              • Figure 42: Source of offer for Baby Boomer internet purchase—Older and Younger Boomers, February 2008-March 2009
                                                                                            • More Older Boomers purchase prescription drugs
                                                                                              • Figure 43: Items ordered on the internet by Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                            • Younger Boomers spend the most on internet purchases
                                                                                              • Figure 44: Dollars spent on internet purchases by Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                            • Older Boomers more likely to pay for internet orders with credit cards
                                                                                              • Figure 45: Payment methods for internet purchases by Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                            • Older Boomer fear of identity theft could reduce credit card use on internet
                                                                                              • Figure 46: Boomer attitudes toward money and financial security—Older and Younger Boomers, February 2008-March 2009
                                                                                          • Health and Medicine

                                                                                              • Health and wellness are important to Older Boomers
                                                                                                • Figure 47: Baby Boomer attitudes toward health and medicine—Older and Younger Boomers, February 2008-March 2009
                                                                                              • Older Boomers gather health information from their doctors primarily but also research treatments on their own
                                                                                                • Older Boomers rely on doctors more than younger adults
                                                                                                  • Boomers are willing to challenge a doctor's recommendation
                                                                                                    • Sick Younger Boomers are more likely to go to work
                                                                                                      • Figure 49: Baby Boomer attitudes toward health and medicine—Older and Younger Boomers, February 2008-March 2009
                                                                                                  • Personal Finance

                                                                                                        • Figure 50: Baby Boomer attitudes toward money and financial security—Older and Younger Boomers, February 2008-March 2009
                                                                                                      • Only 8% of Baby Boomers feel very secure about current financial situation
                                                                                                          • Figure 51: Baby Boomer attitudes toward their own financial security—Older and Younger Boomers, July 2009
                                                                                                        • Most Baby Boomers are really feeling the recession
                                                                                                          • Figure 52: Baby Boomer attitudes toward their lifestyle—Older and Younger Boomers, July 2009
                                                                                                        • More than half of Boomers have little disposable income and need to save
                                                                                                            • Figure 53: Baby Boomer attitudes toward spending and saving—Older and Younger Boomers, July 2009
                                                                                                          • Older Boomers take advantage of opportunities to save and earn
                                                                                                            • Figure 54: Baby Boomer attitudes toward banking and investments—Older and Younger Boomers, February 2008-March 2009
                                                                                                          • Older Boomers’ credit card use is higher than Younger Boomers’
                                                                                                            • Figure 55: Baby Boomer payment methods with credit and debit cards—Older and Younger Boomers, February 2008-March 2009
                                                                                                          • Investment ownership higher among Baby Boomers than all adults
                                                                                                            • Figure 56: Baby Boomer investment ownership—Older and Younger Boomers, February 2008-March 2009
                                                                                                            • Figure 57: Types of investments owned by Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                                          • Almost 90% of Older Boomers carry health/hospital/life insurance
                                                                                                            • Figure 58: Baby Boomer insurance coverage—Older and Younger Boomers, February 2008-March 2009
                                                                                                            • Figure 59: Type of insurance Baby Boomers own—Older and Younger Boomers, February 2008-March 2009
                                                                                                            • Figure 60: Percentage change in types of investments Baby Boomers own—Older and Younger Boomers, 2005-09
                                                                                                          • Some 61% of Older Boomers say listening to music is top leisure activity
                                                                                                            • Gardening is a leisure activity participated in by 42% of Older Boomers
                                                                                                              • Family-style activities attract Younger Boomers; less so Older Boomers
                                                                                                                • Figure 61: Baby Boomer leisure activities—Older and Younger Boomers, February 2008-March 2009
                                                                                                              • Older Boomers have more discretionary time than Younger Boomers
                                                                                                                • Figure 62: Annual averages of hours per day spent on primary activities by Baby Boomers—Older and Younger Boomers, June 2009
                                                                                                              • Some 43% of Older Boomers exercise regularly; 46% of Younger Boomers
                                                                                                                • Figure 63: Baby Boomers And exercise—Older and Younger Boomers, February 2008-March 2009
                                                                                                                • Figure 64: Baby Boomer frequency of exercise—Older and Younger Boomers, February 2008-March 2009
                                                                                                              • Reading/purchasing books is a popular leisure activity among Boomers
                                                                                                                • Figure 65: Types of books Baby Boomers purchase—Older and Younger Boomers, February 2008-March 2009
                                                                                                              • Traditional bookstores leading outlets as the main source for book purchases
                                                                                                                • Figure 66: Where Baby Boomers purchase books—Older and Younger Boomers, February 2008-March 2009
                                                                                                              • Roughly two thirds of Boomers and all adults attend live entertainment
                                                                                                                • Figure 67: Types of live entertainment Baby Boomers attend—Older and Younger Boomers, February 2008-March 2009
                                                                                                              • Younger Boomers/all adults play strenuous sports, unlike Older Boomers
                                                                                                                • Figure 68: Top sports Baby Boomers play or participate in—Older and Younger Boomers, February 2008-March 2009
                                                                                                              • Summer (and winter) Olympics capture the interest of more Boomers
                                                                                                                • Figure 69: Leisure activities of interest to Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                                              • Reach Younger Boomers through radio; Older Boomers via TV/newspapers
                                                                                                                • Figure 70: Baby Boomer attitudes toward the media—Older and Younger Boomers, February 2008-March 2009
                                                                                                            • Travel Patterns

                                                                                                                • Key points
                                                                                                                  • Older Boomers skew to more frequent domestic travel vs. younger adults
                                                                                                                    • Figure 71: Number of domestic round trips for Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                                                    • Figure 72: Number of overnight stays among domestic travelers for Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                                                  • More Older Boomer domestic travelers enroll in frequent guest programs
                                                                                                                    • Figure 73: Enrolment in frequent guest programs by domestic travelers—Older and Younger Boomers, February 2008-March 2009
                                                                                                                    • Figure 74: Dollars spent on domestic vacation/personal trips—Older and Younger Boomers, February 2008-March 2009
                                                                                                                  • Adults and Boomers prefer cars over planes for domestic personal travel
                                                                                                                    • Figure 75: Mode of transportation for domestic vacation/personal trips for Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                                                  • Foreign vacation travel almost doubled among Boomers between 2006 and 2008
                                                                                                                    • Figure 76: Year of last foreign trip for vacation/personal for Baby Boomers—Older and Younger Boomers, 2006-08
                                                                                                                  • Baby Boomers spend an average of $2,600 on foreign travel for vacation
                                                                                                                    • Figure 77: Dollars spent for last foreign travel for vacation/personal for Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                                                  • For foreign vacation destinations, Older Boomers play it safe
                                                                                                                    • Figure 78: Top airline destinations for foreign vacation/personal travel for Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                                                  • Hotels and motels most popular for Boomer foreign vacation stay
                                                                                                                    • Figure 79: Overnight accommodations for foreign vacation/personal travel for Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                                                  • Boomers prefer U.S.-based airlines for foreign personal travel
                                                                                                                    • Figure 80: Top airlines for foreign vacation/personal travel for Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                                                • Apparel

                                                                                                                    • Key points
                                                                                                                      • Boomers are not slaves to fashion
                                                                                                                        • Figure 81: Baby Boomers’ attitudes toward apparel in last 12 months—Older and Younger Boomers, February 2008-March 2009
                                                                                                                      • A third or fewer Boomers dissatisfied with retailers/clothing about style, size, or price
                                                                                                                        • Figure 82: Baby Boomers attitudes toward retail clothing stores—Older and Younger Boomers, July 2009
                                                                                                                      • Walmart is the top retailer for apparel
                                                                                                                        • Figure 83: Top department/discount department stores for clothing and accessories among Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                                                      • T-shirts among top clothing items purchased by both males and females
                                                                                                                        • Figure 84: Female apparel and accessories Baby Boomers purchase—Older and Younger Boomers, February 2008-March 2009
                                                                                                                      • The classic/traditional jeans brands of the 1960s and 1970s are still favorites of Boomers
                                                                                                                        • Figure 85: Brands of adult jeans Baby Boomers purchase—Older and Younger Boomers, February 2008-March 2009
                                                                                                                        • Figure 86: Brands of male jeans Baby Boomers purchase—Older and Younger Boomers, February 2008-March 2009
                                                                                                                    • Food and Dining Out

                                                                                                                        • Older Boomers claim to eat more healthfully than all adults in general
                                                                                                                          • Coupons only motivate about a third of Older Boomers to try new foods
                                                                                                                            • Less than a quarter of Older Boomers enjoy trying new drinks
                                                                                                                              • Figure 87: Baby Boomer attitudes toward food—Older and Younger Boomers, February 2008-March 2009
                                                                                                                            • Boomers and all adults dine at family restaurants/steak houses an average of four times per month
                                                                                                                              • Figure 88: Baby Boomer dining frequency at family restaurants/steak houses—Older and Younger Boomers, February 2008-March 2009
                                                                                                                              • Figure 89: Top 20 Baby Boomer family restaurants/steak houses—Older and Younger Boomers, February 2008-March 2009
                                                                                                                            • The majority of all Boomers and adults eat at fast food restaurants 14 or more times per month
                                                                                                                              • Figure 90: Baby Boomer dining frequency at fast food/drive-in restaurants—Older and Younger Boomers, February 2008-March 2009
                                                                                                                            • Lunch is the most common fast food meal occasion
                                                                                                                              • Figure 91: Baby Boomer use of fast food/drive-in restaurants, by meal occasion—Older and Younger Boomers, February 2008-March 2009
                                                                                                                            • McDonald’s is number one with Older Boomers, but less fond of Domino’s, Pizza Hut and Taco Bell than younger adults
                                                                                                                              • Figure 92: Top 22 fast food/drive-in restaurants of Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                                                          • Cluster Analysis

                                                                                                                              • Contenteds
                                                                                                                                • Actives
                                                                                                                                  • The Concerned
                                                                                                                                    • Cluster characteristics
                                                                                                                                      • Figure 93: Baby Boomer clusters, July 2009
                                                                                                                                      • Figure 94: Boomer attitudes toward financial security, by Baby Boomer clusters, July 2009
                                                                                                                                      • Figure 95: Baby Boomer attitudes toward their lifestyle, by Baby Boomer clusters, July 2009
                                                                                                                                      • Figure 96: Baby Boomer attitudes toward spending and saving, by Baby Boomer clusters, July 2009
                                                                                                                                      • Figure 97: Baby Boomer attitudes toward retail clothing stores, by Baby Boomer clusters, July 2009
                                                                                                                                      • Figure 98: Baby Boomer attitudes toward spending and saving, by Baby Boomer clusters, July 2009
                                                                                                                                    • Cluster demographics
                                                                                                                                      • Figure 99: Baby Boomer clusters, by gender, July 2009
                                                                                                                                      • Figure 100: Baby Boomer clusters, by age, July 2009
                                                                                                                                      • Figure 101: Baby Boomer clusters, by income, July 2009
                                                                                                                                    • Cluster methodology
                                                                                                                                    • Additional Consumer Tables

                                                                                                                                      • General attitudes
                                                                                                                                        • Figure 102: Baby Boomer general attitudes—Older and Younger Boomers, February 2008-March 2009
                                                                                                                                        • Figure 103: Baby Boomer general attitudes—Older and Younger Boomers, February 2008-March 2009
                                                                                                                                        • Figure 104: Baby Boomer lifestyle attitudes—Older and Younger Boomers, February 2008-March 2009
                                                                                                                                      • Apparel
                                                                                                                                        • Figure 106: Top department/discount department stores for children's clothing among Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                                                                        • Figure 107: Apparel and accessory purchases among Baby Boomers, by gender—Older and Younger Boomers, February 2008-March 2009
                                                                                                                                        • Figure 108: Adult jean purchases among Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                                                                        • Figure 109: Brands of female jeans Baby Boomers purchase—Older and Younger Boomers, February 2008-March 2009
                                                                                                                                        • Figure 110: Top department/discount department stores for footwear among Baby Boomers—Older and Younger Boomers, February 2008-March 2009
                                                                                                                                        • Figure 111: Shares of annual aggregate expenditures on apparel, by age, November 2008
                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                      Companies Covered

                                                                                                                                      • Abercrombie & Fitch Co
                                                                                                                                      • Ace Hardware U.S.
                                                                                                                                      • AFC Enterprises Inc.
                                                                                                                                      • Air France
                                                                                                                                      • Albertsons Inc.
                                                                                                                                      • American Association of Retired Persons (AARP)
                                                                                                                                      • AMR Corporation (American Airlines)
                                                                                                                                      • Applebee's International Inc.
                                                                                                                                      • Arby's Restaurant Group
                                                                                                                                      • Best Buy stores (USA)
                                                                                                                                      • BI-LO
                                                                                                                                      • Big Lots, Inc
                                                                                                                                      • BMW of North America, LLC
                                                                                                                                      • Bob Evans Farms Inc.
                                                                                                                                      • BP p.l.c.
                                                                                                                                      • Brinker International Inc.
                                                                                                                                      • British Airways Plc
                                                                                                                                      • Burger King Corporation
                                                                                                                                      • Calvin Klein, Inc.
                                                                                                                                      • CBRL Group, Inc.
                                                                                                                                      • Centers for Disease Control and Prevention
                                                                                                                                      • Chrysler LLC
                                                                                                                                      • Circuit City (US)
                                                                                                                                      • CITGO Petroleum Corporation
                                                                                                                                      • Continental Airlines Inc.
                                                                                                                                      • Costco Wholesale Corporation
                                                                                                                                      • Cumberland Farms, Inc
                                                                                                                                      • CVS Caremark Corporation
                                                                                                                                      • Darden Restaurants Inc.
                                                                                                                                      • Delta Air Lines, Inc.
                                                                                                                                      • Denny's Corporation
                                                                                                                                      • Deutsche Lufthansa AG
                                                                                                                                      • Dillard's, Inc
                                                                                                                                      • Discover Financial Services Inc.
                                                                                                                                      • Dollar Store Expo
                                                                                                                                      • Domino's Pizza LLB
                                                                                                                                      • Dunkin' Brands
                                                                                                                                      • Facebook, Inc.
                                                                                                                                      • Family Dollar Stores, Inc
                                                                                                                                      • FMR Corp.
                                                                                                                                      • Food and Drug Administration
                                                                                                                                      • Food Lion
                                                                                                                                      • Fry's Electronics, Inc
                                                                                                                                      • Fuddruckers, Inc.
                                                                                                                                      • GameStop Corp
                                                                                                                                      • Gap (USA)
                                                                                                                                      • General Motors Corporation
                                                                                                                                      • Giant Eagle
                                                                                                                                      • Golden Corral Corporation
                                                                                                                                      • Hardee's Food Systems, Inc.
                                                                                                                                      • Holland America Line Inc.
                                                                                                                                      • Hollywood Bowl
                                                                                                                                      • Home Depot (USA)
                                                                                                                                      • IGA, Inc.
                                                                                                                                      • J C Penney Company, Inc
                                                                                                                                      • KFC Corporation
                                                                                                                                      • Kmart Corporation
                                                                                                                                      • Kohl's Corporation
                                                                                                                                      • Kraft Foods Inc. (U.S.A.)
                                                                                                                                      • L'Oréal USA
                                                                                                                                      • Lee Cooper
                                                                                                                                      • Levi Strauss
                                                                                                                                      • Lone Star Steakhouse & Saloon, Inc.
                                                                                                                                      • Long John Silver's Inc.
                                                                                                                                      • Longs Drug Stores Corporation
                                                                                                                                      • Lord & Taylor
                                                                                                                                      • Lowe Worldwide
                                                                                                                                      • Macy's, Inc.
                                                                                                                                      • Major League Baseball
                                                                                                                                      • McDonald's U.S.A.
                                                                                                                                      • McKinsey & Company
                                                                                                                                      • Medicine Shoppe International, Inc
                                                                                                                                      • Meijer
                                                                                                                                      • Menard, Inc
                                                                                                                                      • Morgan Stanley
                                                                                                                                      • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                      • National Basketball Association
                                                                                                                                      • National Football League Inc.
                                                                                                                                      • Nextel Communications Inc.
                                                                                                                                      • Nintendo of America Inc.
                                                                                                                                      • Nordstrom
                                                                                                                                      • Northwest Airlines Corporation
                                                                                                                                      • Old Navy
                                                                                                                                      • OSI Restaurant Partners, Inc.
                                                                                                                                      • P.F. Chang's China Bistro Inc.
                                                                                                                                      • Panera Bread Company
                                                                                                                                      • Papa John's International, Inc.
                                                                                                                                      • Pathmark Stores, Inc
                                                                                                                                      • Payless ShoeSource Inc
                                                                                                                                      • Pepsi-Cola North America
                                                                                                                                      • Pfizer Consumer Health Care Group (US)
                                                                                                                                      • Pizza Hut Inc
                                                                                                                                      • Polo Ralph Lauren Corporation
                                                                                                                                      • Procter & Gamble USA
                                                                                                                                      • Professional Golfers Association
                                                                                                                                      • Publix Super Markets
                                                                                                                                      • RadioShack Corporation
                                                                                                                                      • Red Robin Gourmet Burgers Inc.
                                                                                                                                      • Revlon USA
                                                                                                                                      • Rite Aid Corporation
                                                                                                                                      • Royal Caribbean Cruises Ltd.
                                                                                                                                      • Ruby Tuesday Inc.
                                                                                                                                      • Safeway Inc
                                                                                                                                      • SAM's Club
                                                                                                                                      • Save-A-Lot Food Stores, Inc.
                                                                                                                                      • Sears Holdings Corporation
                                                                                                                                      • Sonic Corp.
                                                                                                                                      • Speedway SuperAmerica
                                                                                                                                      • Starbucks Corporation
                                                                                                                                      • Stop & Shop/Giant-Landover Arena (Ahold)
                                                                                                                                      • Subway
                                                                                                                                      • Taco Bell Corp.
                                                                                                                                      • Target Corporation
                                                                                                                                      • The Cheesecake Factory Incorporated
                                                                                                                                      • The Kroger Co.
                                                                                                                                      • The New York Times Company
                                                                                                                                      • The Quiznos Master LLC
                                                                                                                                      • The Wendy's Company
                                                                                                                                      • Toys R Us
                                                                                                                                      • Trader Joe's Company Inc
                                                                                                                                      • True Value Company
                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                      • UAL Corporation (United Airlines)
                                                                                                                                      • USA Today
                                                                                                                                      • Victoria's Secret
                                                                                                                                      • Wakefern Food Corporation
                                                                                                                                      • Walgreen Co
                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                      • Wawa, Inc
                                                                                                                                      • White Hen Pantry Inc
                                                                                                                                      • Whole Foods Market Inc
                                                                                                                                      • Winn-Dixie Stores
                                                                                                                                      • Wyeth
                                                                                                                                      • YouTube, Inc.

                                                                                                                                      Lifestyles of Baby Boomers - US - October 2009

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