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Marketing to Baby Boomers - US - January 2014

“Marketing to Baby Boomers is rooted in the quality of the product or service being advertised. Boomers may take notice of product messaging (though they might not want to admit they are influenced by something so prosaic as direct marketing and TV ads), but if products don’t deliver on their promise or perform as expected, Boomers will not hesitate to move on to a competitor – and for many Boomers, even those at a higher price.” – Fiona O’Donnell, Senior Lifestyles & Leisure Analyst

 This report looks at the following areas:

  • How can marketers resonate with Baby Boomers?
  • What is the market value of Boomers…and what do Boomers value?
  • What drives Boomers’ purchase decisions?

Baby Boomers are nearing, or have passed, the traditional retirement age. Many Boomers are not adequately prepared for retirement, either having suffered in the recession (from job or investment losses), or simply not having put enough aside to allow them to retire.

For many, this will necessitate that they stay current with the times in terms of technology in order to be active participants in the workforce. It will also mean that many members of this generation will continue consumption patterns of younger folks since they are not ready to leave the work force. However, their financial situation is likely to figure in their attitudes toward healthcare and daily purchase decisions so it is important to understand their values and what issues resonate most when marketing to this generation of more than 75 million Americans.

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Table of contents

  1. Scope and Themes

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

                    • Snapshot of Boomers
                        • Figure 1: US population, by generation share, 2014
                      • Boomer spending
                        • Figure 2: Median household income and average annual expenditures, by all versus Baby Boomers, 2012
                      • The Boomer consumer
                        • Getting the most value, a positive experience, and getting a deal matter most
                          • Figure 3: Baby Boomers’ top five factors very important to purchase decisions, November 2013
                        • Most Boomers not swayed by a company’s social altruism
                          • Figure 4: Baby Boomers who make an effort to buy from “good” companies, November 2013
                        • Boomers who make caused-based purchases most concerned with poverty
                          • Figure 5: Most important social issues to Baby Boomers who go out of their way to buy from companies/brands that support issues, November 2013
                        • Baby Boomers underutilize their smartphones
                          • Figure 6: Smartphone use and attitudes, by all and Baby Boomers, November 2013
                        • Boomers do not appear to be receptive to digital direct marketing
                          • Figure 7: Baby Boomers’ attitudes toward direct marketing communication, November 2013
                        • Keys to Boomers’ success: health, financial security, strong family ties
                          • Figure 8: Achievements critical to success, by Baby Boomers and Millennials, November 2013
                        • What we think
                        • Issues and Insights

                            • How can marketers resonate with Baby Boomers?
                              • The issues:
                                • The implications:
                                  • What is the market value of Boomers…and what do Boomers value?
                                    • The issues:
                                      • The implications:
                                        • What drives Boomers’ purchase decisions?
                                          • The issues:
                                            • The implications:
                                            • Trend Application

                                                • Inspire Trend: Attention Economy
                                                  • Inspire Trend: Buydeology
                                                    • Mintel Futures: Human
                                                    • Baby Boomers by the Numbers

                                                      • Key points
                                                        • Baby Boomers account for nearly one quarter of the US population
                                                          • Figure 9: US population, by generation share, 2014
                                                        • Despite falling numbers, Boomers remain a powerful market force
                                                          • Figure 10: Population by generation, 2009-19
                                                      • Demographic Characteristics of Baby Boomers

                                                        • Key points
                                                          • Marital status
                                                            • Figure 11: Marital status, by age/generation, 2012
                                                          • Boomer men are more likely than women to be married
                                                            • Figure 12: Marital status of Baby Boomers, by age, 2012
                                                          • Race/Hispanic origin
                                                            • Figure 13: Share of US population by generation, by race/Hispanic origin, 2012
                                                          • Household size and presence of children in household
                                                            • Figure 14: Household size, by generation of householder, 2012
                                                          • One in five Baby Boomer households have children younger than 18
                                                            • Figure 15: Households with own children, by generation of householder, 2013
                                                          • Median household income
                                                            • Figure 16: Median household income, by age/generation of householder, 2012
                                                          • Labor force participation
                                                            • Figure 17: Labor-force status of people aged 16 or older, by age/generation, 2012
                                                            • Figure 18: Employment status of people aged 16 or older who are in the labor force, by age/generation, 2012
                                                          • Educational attainment
                                                            • Figure 19: Educational attainment, by age/generation among those aged 25+, 2012
                                                        • Baby Boomer Economy

                                                          • Key points
                                                            • Boomers account for lion’s share of consumer spending
                                                              • Figure 20: Median household income and average annual expenditures, by age/generation of householder, 2012
                                                            • How do Boomers spend their money?
                                                                • Figure 21: Average annual expenditures by category, by all versus Baby Boomers, 2012
                                                              • How will Boomers spend in the next decade?
                                                              • Innovations and Innovators

                                                                  • Programs and initiatives
                                                                    • AARP Innovation @50+
                                                                      • Aging2.0
                                                                        • AACC Plus 50 Initiative
                                                                          • Technology
                                                                            • AdhereTech – smart pill bottles designed to increase medication adherence
                                                                              • Figure 22: AdhereTech smart pill bottle
                                                                            • Retail and clothing
                                                                              • Amazon
                                                                                • MarlaWynne – fashion for the 50+ woman
                                                                                  • Leisure
                                                                                    • Tee Pal Pro
                                                                                      • Figure 23: Tee Pal Pro
                                                                                    • Health and fitness
                                                                                      • Striiv – the world’s first smart pedometer
                                                                                        • Figure 24: Striiv pedometer
                                                                                      • Fitbit Aria scale – measuring more than just weight
                                                                                        • Oxo – providing universal design
                                                                                        • Marketing Strategies

                                                                                            • Boomer-inclusive, but not exclusive
                                                                                              • Skinny Cow … and Skinnygirl, Skinny shot, skinny water, etc
                                                                                                  • Figure 25: Skinny cow Divine Filled Chocolates, 2013
                                                                                                • J.Jill uncomplicates fashion
                                                                                                  • Figure 26: J.Jill uncomplicate campaign, 2013
                                                                                                  • Figure 27: J.Jill “uncomplicate.” video, 2013
                                                                                                • Tylenol helps grandma to be active for her grandchild
                                                                                                  • Figure 28: Tylenol, “Are you ready grandma?” TV ad, 2013
                                                                                                • Travel targets Boomers – with upgrades at a higher price point
                                                                                                  • Air travel
                                                                                                    • Cruises
                                                                                                      • Figure 29: Viking River Cruises, TV ad, 2013
                                                                                                    • Samsung shames Apple devotees by suggesting they are parents
                                                                                                    • Personal Finances and Spending Habits

                                                                                                      • Key points
                                                                                                        • Boomers more worried about the longer term
                                                                                                          • Figure 30: Personal finances – concerns and habits, by all and Baby Boomers, November 2013
                                                                                                        • Boomers working full-time appear comfortable about finances
                                                                                                          • Figure 31: Baby Boomers’ personal finances – concerns and habits, by employment status, November 2013
                                                                                                        • Strict budgeters’ financial concerns and habits are similar to the average Boomer
                                                                                                          • Figure 32: Baby Boomers’ personal finances – concerns and habits, by those who stick to strict budget, November 2013
                                                                                                        • Boomers are responsible spenders – at least they think so
                                                                                                          • Figure 33: Average total debt (2012), credit debt (2103), by generation, 2012/13
                                                                                                          • Figure 34: Frequency of overspending, by all and Baby Boomers, November 2013
                                                                                                        • Unexpected expenses drive overspending, living on the edge also a factor
                                                                                                          • Figure 35: Reasons for overspending, by all and Baby Boomers, November 2013
                                                                                                      • Factors Influencing Purchase Decisions

                                                                                                        • Key points
                                                                                                          • Value and experience matter most to Boomers’ purchasing decisions
                                                                                                            • Three quarters want to feel good about purchases
                                                                                                              • I am what I am – and that’s just fine
                                                                                                                • Figure 36: Importance of select factors to Baby Boomers’ purchase decisions, November 2013
                                                                                                              • Compared to Millennials, Boomers are considerably less influenced by most factors
                                                                                                                • Figure 37: Factors very important to purchase decisions, by Baby Boomers and Millennials, November 2013
                                                                                                              • Boomer women give greater consideration to purchases
                                                                                                                  • Figure 38: Factors very important to Baby Boomers’ purchase decisions, by gender, November 2013
                                                                                                                • Younger Boomers seek satisfaction through discounts
                                                                                                                  • Figure 39: Factors very important to Baby Boomers’ purchase decisions, by age, November 2013
                                                                                                                • Boomers working full-time less concerned with value
                                                                                                                  • Figure 40: Factors very important to Baby Boomers’ purchase decisions, by employment status, November 2013
                                                                                                              • Personal Information and Incentives to Share

                                                                                                                • Key points
                                                                                                                  • Boomers willing to share habits, preferences, email address
                                                                                                                      • Figure 41: Type of personal information Baby Boomers would/would not be willing to share, November 2013
                                                                                                                    • If the subject is initially unwilling to share, most won’t be enticed by incentives
                                                                                                                      • Figure 42: Incentives that would prompt Baby Boomers to share personal information, October 2013
                                                                                                                    • Age is just a number – or is it?
                                                                                                                        • Figure 43: Type of personal information Baby Boomers would not share even if incentives offered, November 2013
                                                                                                                      • Boomers who appreciate tailored advertising more willing to share
                                                                                                                        • Figure 44: Type of personal information Baby Boomers would be willing to share, by those who are positive toward personalized advertising, November 2013
                                                                                                                    • Expectations of Companies and Brands

                                                                                                                      • Key points
                                                                                                                        • Boomers do not appear to be receptive to digital direct marketing
                                                                                                                          • Purchasing trends show email and direct mail marketing is effective …
                                                                                                                            • Figure 45: Made a purchase as a result of message received through specified channel, by age, 2012
                                                                                                                          • … but you don’t get something for nothing
                                                                                                                            • Figure 46: Baby Boomers’ attitudes toward direct marketing communication, November 2013
                                                                                                                          • Most Boomers not swayed by a company’s social altruism
                                                                                                                            • Figure 47: Baby Boomers who make an effort to buy from “good” companies, November 2013
                                                                                                                          • Boomers expect less when it comes to digital forms of communication
                                                                                                                            • Diversity, inclusivity
                                                                                                                              • Figure 48: Attitudes toward company business practices, by Baby Boomers and Millennials, November 2013
                                                                                                                            • Gender and age impact Boomers’ perceptions of companies
                                                                                                                                • Figure 49: Baby Boomers’ attitudes about business practices, advertising, and technology, by gender and age, November 2013
                                                                                                                            • Attitudes toward Personal Health and Health Reform

                                                                                                                              • Key points
                                                                                                                                • Baby Boomers less tolerant of unhealthy habits
                                                                                                                                    • Figure 50: Attitudes about personal health, by Baby Boomers and Millennials, November 2013
                                                                                                                                  • As affluence increases, so does sense of personal accountability
                                                                                                                                    • Figure 51: Baby Boomers’ attitudes about personal health, by household income, November 2013
                                                                                                                                  • Optimistic attitudes about health tied to affluence
                                                                                                                                    • Figure 52: Baby Boomers’ attitudes about personal health, by those who think they are healthier than most others their age, November 2013
                                                                                                                                  • Baby Boomers skeptical about impact of the Affordable Care Act
                                                                                                                                    • Figure 53: Attitudes about the 2010 Affordable care act, by Baby Boomers and Millennials, November 2013
                                                                                                                                  • Unlike personal health attitudes, affluence has little impact on perception of the ACA
                                                                                                                                    • Figure 54: Baby Boomers’ attitudes about healthcare reform, by household income, November 2013
                                                                                                                                  • Weight is top health concern among Baby Boomers
                                                                                                                                      • Figure 55: Personal health concerns, by Baby Boomers and Swing/WWII generations, November 2013
                                                                                                                                  • Technology Use and Opinions

                                                                                                                                    • Key points
                                                                                                                                      • Baby Boomers underutilize their smartphones
                                                                                                                                          • Figure 56: Smartphone use and attitudes, by all and Baby Boomers, November 2013
                                                                                                                                        • One quarter prefer shopping online rather than in store
                                                                                                                                            • Figure 57: Preference for online/offline shopping and influence of mobile ads, by all and Baby Boomers, November 2013
                                                                                                                                          • Boomers tuned in to return policies when shopping online
                                                                                                                                            • Figure 58: Usually checks return policy before making an online purchase, by generation, March 2013
                                                                                                                                          • One in five Boomers think they spend too much time online
                                                                                                                                            • Figure 59: Preference for online/offline shopping and influence of mobile ads, by all and Baby Boomers, November 2013
                                                                                                                                          • Boomers multitasking on tech is similar to average
                                                                                                                                            • Figure 60: Technology use and communication preferences, by all and Baby Boomers, November 2013
                                                                                                                                          • Technology use loosely correlated to household income
                                                                                                                                            • Figure 61: Baby Boomers’ technology use and opinions, by household income, November 2013
                                                                                                                                        • Most Important Social Issues

                                                                                                                                          • Key points
                                                                                                                                            • Boomers say that poverty in the US is the most important social issue
                                                                                                                                              • Poverty and education
                                                                                                                                                • Physical health
                                                                                                                                                  • Online privacy and security
                                                                                                                                                    • Veterans and military
                                                                                                                                                      • Community and political activism
                                                                                                                                                        • Figure 62: Most important social issues, by all and Baby Boomers, November 2013
                                                                                                                                                      • Boomers who make caused-based purchases most concerned with poverty
                                                                                                                                                        • Figure 63: Most important social issues to Baby Boomers, by those who go out of their way to buy from companies/brands that support issues, November 2013
                                                                                                                                                    • Opinions about Work and Career

                                                                                                                                                      • Key points
                                                                                                                                                        • Boomers prioritize health benefits, personal fulfillment, job security
                                                                                                                                                            • Figure 64: Baby Boomers’ opinions about work and career, November 2013
                                                                                                                                                          • Health benefits are considered a top priority
                                                                                                                                                            • Figure 65: Good health benefits should be a priority – agree/disagree, by Baby Boomers and Millennials, November 2013
                                                                                                                                                          • Personal fulfillment, passion for work, and making a difference
                                                                                                                                                              • Figure 66: Workers should feel passionate – agree/disagree, by Baby Boomers and Millennials, November 2013
                                                                                                                                                              • Figure 67: Making a positive difference is more important than money – agree/disagree, by Baby Boomers and Millennials, November 2013
                                                                                                                                                            • Job security trumps potential for advancement
                                                                                                                                                                • Figure 68: Baby Boomers’ attitudes toward job security and advancement – agree/disagree, November 2013
                                                                                                                                                              • Boomers compartmentalize professional relationships
                                                                                                                                                                • Figure 69: Manager’s relationships should be professional – agree/disagree, by Baby Boomers and Millennials, November 2013
                                                                                                                                                              • Boomers realistic about work conditions, looking for improvement
                                                                                                                                                                • Six in 10 Boomers think most workers deserve greater compensation
                                                                                                                                                                    • Figure 70: Workers are underpaid – agree/disagree, by Baby Boomers and Millennials, November 2013
                                                                                                                                                                  • Striking a balance between extra hours and being competitive
                                                                                                                                                                    • Figure 71: Baby Boomers’ attitudes toward work/life balance, working overtime, and competition in the workplace – agree/disagree, November 2013
                                                                                                                                                                  • Four in 10 Boomers agree many workers are overqualified
                                                                                                                                                                    • Figure 72: Many workers are overqualified – agree/disagree, by Baby Boomers and Millennials, November 2013
                                                                                                                                                                • Achievements Critical to Success

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Keys to Boomers’ success: health, financial security, strong family ties
                                                                                                                                                                      • Figure 73: Achievements critical to success, by Baby Boomers and Millennials, November 2013
                                                                                                                                                                    • Boomer men more likely to measure success by career
                                                                                                                                                                      • Figure 74: Achievements critical to Baby Boomers’ success, by gender and age, November 2013
                                                                                                                                                                    • Household income impacts ideas of success
                                                                                                                                                                      • Figure 75: Achievements critical to Baby Boomers’ success, by household income, November 2013
                                                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                                                    • Key points
                                                                                                                                                                      • White Boomers worried about finances – but in better shape than others
                                                                                                                                                                          • Figure 76: Baby Boomers’ personal finances – concerns and habits, by race/Hispanic origin, November 2013
                                                                                                                                                                        • Positive experience, feeling good, standing out more important to Black and Hispanic Boomers
                                                                                                                                                                          • Figure 77: Factors very important, to Baby Boomers’ purchase decisions, by race/Hispanic origin, November 2013
                                                                                                                                                                        • Blacks positive to targeted marketing – find it helpful
                                                                                                                                                                          • Figure 78: Baby Boomers’ buying behaviors and reactions to targeted advertising, by race/Hispanic origin, November 2013
                                                                                                                                                                          • Figure 79: Baby Boomers’ willingness to share personal information, by race/Hispanic origin, November 2013
                                                                                                                                                                        • Black and Hispanic Boomers want environmental business practices
                                                                                                                                                                          • Figure 80: Baby Boomers’ attitudes about business practices, advertising, and technology, by race/Hispanic origin, November 2013
                                                                                                                                                                        • Black Boomers more tolerant of unhealthy habits
                                                                                                                                                                          • Black Boomers also more positive toward Affordable Care Act
                                                                                                                                                                            • Figure 81: Baby Boomers’ attitudes about personal health and healthcare reform, by race/Hispanic origin, November 2013
                                                                                                                                                                          • Weight is Boomers’ number one health concern – particularly Hispanic Boomers
                                                                                                                                                                            • Figure 82: Baby Boomers’ personal health concerns, by race/Hispanic origin, November 2013
                                                                                                                                                                          • Black Boomers multitasking on tech
                                                                                                                                                                            • Figure 83: Baby Boomers’ technology use and opinions, by race/Hispanic origin, November 2013
                                                                                                                                                                          • Black Boomers more concerned than Whites with poverty
                                                                                                                                                                              • Figure 84: Social issues most important to Baby Boomers, by race/Hispanic origin, November 2013
                                                                                                                                                                            • White Boomers struggle with balance; Black Boomers seek more pay
                                                                                                                                                                                • Figure 85: Baby Boomers’ opinions about work and career, by race/Hispanic origin, November 2013
                                                                                                                                                                              • Hispanic Boomers more likely to value social life/circle of friends
                                                                                                                                                                                • Figure 86: Achievements critical to Baby Boomers’ success, by race/Hispanic origin, November 2013
                                                                                                                                                                            • Appendix – Other Useful Tables – Demographic Characteristics

                                                                                                                                                                                • Figure 87: Marital status, by age/generation, 2012
                                                                                                                                                                                • Figure 88: Marital status of men, by age/generation, 2012
                                                                                                                                                                                • Figure 89: Marital status of women, by age/generation, 2012
                                                                                                                                                                                • Figure 90: Median household income, by age/generation of householder, 2012
                                                                                                                                                                                • Figure 91: Household income distribution, by age/generation of householder, 2012
                                                                                                                                                                                • Figure 92: Labor-force status of people aged 16 or older, by age, 2012
                                                                                                                                                                                • Figure 93: Labor-force status of males aged 16 or older, by age, 2012
                                                                                                                                                                                • Figure 94: Labor-force status of females aged 16 or older, by age, 2012
                                                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                                                              • Personal finances and spending habits
                                                                                                                                                                                • Figure 95: Personal finances – concerns and habits, by all and Baby Boomers, November 2013
                                                                                                                                                                                • Figure 96: Baby Boomers’ personal finances – concerns and habits, by gender, November 2013
                                                                                                                                                                                • Figure 97: Baby Boomers’ personal finances – concerns and habits, by age, November 2013
                                                                                                                                                                                • Figure 98: Baby Boomers’ personal finances – concerns and habits, by gender and age, November 2013
                                                                                                                                                                                • Figure 99: Baby Boomers’ personal finances – concerns and habits, by household income, November 2013
                                                                                                                                                                                • Figure 100: Baby Boomers’ personal finances – concerns and habits, by marital status, November 2013
                                                                                                                                                                                • Figure 101: Baby Boomers’ personal finances – concerns and habits, by gender and household income, November 2013
                                                                                                                                                                                • Figure 102: Baby Boomers’ personal finances – concerns and habits, by presence of children <18 and 18+ in household, November 2013
                                                                                                                                                                              • Frequency of overspending
                                                                                                                                                                                • Figure 103: Frequency of overspending, by all and Baby Boomers, November 2013
                                                                                                                                                                                • Figure 104: Reasons for overspending, by all and Baby Boomers, November 2013
                                                                                                                                                                              • Factors influencing purchase decision
                                                                                                                                                                                • Figure 105: Importance of select factors to Baby Boomers’ purchase decisions, November 2013
                                                                                                                                                                                • Figure 106: Factors very important to purchase decisions, by Baby Boomers and Millennials, November 2013
                                                                                                                                                                                • Figure 107: Factors very important to Baby Boomers’ purchase decisions, by gender and age, November 2013
                                                                                                                                                                                • Figure 108: Factors very important to Baby Boomers’ purchase decisions, by household income, November 2013
                                                                                                                                                                                • Figure 109: Factors very important to Baby Boomers’ purchase decisions, by marital status, November 2013
                                                                                                                                                                                • Figure 110: Factors very important to Baby Boomers’ purchase decisions, by gender and household income, November 2013
                                                                                                                                                                                • Figure 111: Factors very important to Baby Boomers’ purchase decisions, by presence of children <18 and 18+ in household, November 2013
                                                                                                                                                                              • Personal information and incentives to share
                                                                                                                                                                                • Figure 112: Type of personal information Baby Boomers would/would not be willing to share, November 2013
                                                                                                                                                                                • Figure 113: Type of personal information Baby Boomers would be willing to share, by race/Hispanic origin, November 2013
                                                                                                                                                                              • Information willing to provide – among those positive to targeted ads
                                                                                                                                                                                • Figure 114: Incentives that would prompt Baby Boomers to share personal information, November 2013
                                                                                                                                                                              • Expectations of companies and brands
                                                                                                                                                                                • Buying behaviors and reactions to targeted advertising
                                                                                                                                                                                  • Figure 115: Buying behaviors and reactions to targeted advertising, by all and Baby Boomers, November 2013
                                                                                                                                                                                  • Figure 116: Baby Boomers’ buying behaviors and reactions to targeted advertising, by gender, November 2013
                                                                                                                                                                                  • Figure 117: Baby Boomers’ buying behaviors and reactions to targeted advertising, by age, November 2013
                                                                                                                                                                                  • Figure 118: Baby Boomers’ buying behaviors and reactions to targeted advertising, by gender and age, November 2013
                                                                                                                                                                                  • Figure 119: Baby Boomers’ buying behaviors and reactions to targeted advertising, by household income, November 2013
                                                                                                                                                                                  • Figure 120: Baby Boomers’ buying behaviors and reactions to targeted advertising, by marital status, November 2013
                                                                                                                                                                                  • Figure 121: Baby Boomers’ buying behaviors and reactions to targeted advertising, by employment status, November 2013
                                                                                                                                                                                  • Figure 122: Baby Boomers’ buying behaviors and reactions to targeted advertising, by gender and household income, November 2013
                                                                                                                                                                                  • Figure 123: Baby Boomers’ buying behaviors and reactions to targeted advertising, by presence of children <18 and 18+ in household, November 2013
                                                                                                                                                                                • Attitudes about business practices, advertising
                                                                                                                                                                                  • Figure 124: Attitudes about business practices, advertising, by all and Baby Boomers, November 2013
                                                                                                                                                                                  • Figure 125: Baby Boomers’ attitudes about business practices, advertising, and technology, by gender, November 2013
                                                                                                                                                                                  • Figure 126: Baby Boomers’ attitudes about business practices, advertising, and technology, by age, November 2013
                                                                                                                                                                                  • Figure 127: Baby Boomers’ attitudes about business practices, advertising, and technology, by household income, November 2013
                                                                                                                                                                                  • Figure 128: Baby Boomers’ attitudes about business practices, advertising, and technology, by marital status, November 2013
                                                                                                                                                                                  • Figure 129: Baby Boomers’ attitudes about business practices, advertising, and technology, by employment status, November 2013
                                                                                                                                                                                  • Figure 130: Baby Boomers’ attitudes about business practices, advertising, and technology, by gender and household income, November 2013
                                                                                                                                                                                  • Figure 131: Baby Boomers’ attitudes about business practices, advertising, and technology, by presence of children <18 and 18+ in household, November 2013
                                                                                                                                                                                • Attitudes toward personal health and health reform
                                                                                                                                                                                  • Figure 132: Attitudes about personal health and healthcare reform, by all and Baby Boomers, November 2013
                                                                                                                                                                                  • Figure 133: Baby Boomers’ attitudes about healthcare reform, by those who think they are healthier than most others their age, November 2013
                                                                                                                                                                                  • Figure 134: Baby Boomers’ attitudes about personal health and healthcare reform, by gender, November 2013
                                                                                                                                                                                  • Figure 135: Baby Boomers’ attitudes about personal health and healthcare reform, by age, November 2013
                                                                                                                                                                                  • Figure 136: Baby Boomers’ attitudes about personal health and healthcare reform, by gender and age, November 2013
                                                                                                                                                                                  • Figure 137: Baby Boomers’ attitudes about personal health and healthcare reform, by marital status, November 2013
                                                                                                                                                                                  • Figure 138: Baby Boomers’ attitudes about personal health and healthcare reform, by employment status, November 2013
                                                                                                                                                                                  • Figure 139: Baby Boomers’ attitudes about personal health and healthcare reform, by gender and household income, November 2013
                                                                                                                                                                                  • Figure 140: Baby Boomers’ attitudes about personal health and healthcare reform, by presence of children <18 and 18+ in household, November 2013
                                                                                                                                                                                • Personal health concerns
                                                                                                                                                                                  • Figure 141: Personal health concerns, by all and Baby Boomers, November 2013
                                                                                                                                                                                  • Figure 142: Baby Boomers’ personal health concerns, by gender, November 2013
                                                                                                                                                                                  • Figure 143: Baby Boomers’ personal health concerns, by age, November 2013
                                                                                                                                                                                  • Figure 144: Baby Boomers’ personal health concerns, by gender and age, November 2013
                                                                                                                                                                                  • Figure 145: Baby Boomers’ personal health concerns, by household income, November 2013
                                                                                                                                                                                  • Figure 146: Baby Boomers’ personal health concerns, by marital status, November 2013
                                                                                                                                                                                  • Figure 147: Baby Boomers’ personal health concerns, by employment style, November 2013
                                                                                                                                                                                  • Figure 148: Baby Boomers’ personal health concerns, by gender and household income, November 2013
                                                                                                                                                                                  • Figure 149: Baby Boomers’ personal health concerns, by presence of children <18 and 18+ in household, November 2013
                                                                                                                                                                                • Technology use and opinions
                                                                                                                                                                                  • Figure 150: Technology use and opinions, by all and Baby Boomers, November 2013
                                                                                                                                                                                  • Figure 151: Baby Boomers’ technology use and opinions, by gender, November 2013
                                                                                                                                                                                  • Figure 152: Baby Boomers’ technology use and opinions, by age, November 2013
                                                                                                                                                                                  • Figure 153: Baby Boomers’ technology use and opinions, by gender and age, November 2013
                                                                                                                                                                                  • Figure 154: Baby Boomers’ technology use and opinions, by marital status, November 2013
                                                                                                                                                                                  • Figure 155: Baby Boomers’ technology use and opinions, by employment status, November 2013
                                                                                                                                                                                  • Figure 156: Baby Boomers’ technology use and opinions, by gender and household income, November 2013
                                                                                                                                                                                  • Figure 157: Baby Boomers’ technology use and opinions, by presence of children <18 and 18+ in household, November 2013
                                                                                                                                                                                • Most important social issues
                                                                                                                                                                                  • Figure 158: Most important social issues, by all and Baby Boomers, November 2013
                                                                                                                                                                                  • Figure 159: Social issues most important to Baby Boomers, by gender, November 2013
                                                                                                                                                                                  • Figure 160: Social issues most important to Baby Boomers, by age, November 2013
                                                                                                                                                                                  • Figure 161: Social issues most important to Baby Boomers, by gender and age, November 2013
                                                                                                                                                                                  • Figure 162: Social issues most important to Baby Boomers, by household income, November 2013
                                                                                                                                                                                  • Figure 163: Social issues most important to Baby Boomers, by marital status, November 2013
                                                                                                                                                                                  • Figure 164: Social issues most important to Baby Boomers, by employment status, November 2013
                                                                                                                                                                                  • Figure 165: Social issues most important to Baby Boomers, by gender and household income, November 2013
                                                                                                                                                                                  • Figure 166: Social issues most important to Baby Boomers, by presence of children <18 and 18+ in household, November 2013
                                                                                                                                                                                • Opinions about work and career
                                                                                                                                                                                  • Figure 167: Baby Boomers’ opinions about work and career, November 2013
                                                                                                                                                                                  • Figure 168: Baby Boomers’ opinions about work and career, by gender, November 2013
                                                                                                                                                                                  • Figure 169: Baby Boomers’ opinions about work and career, by age, November 2013
                                                                                                                                                                                  • Figure 170: Baby Boomers’ opinions about work and career, by gender and age, November 2013
                                                                                                                                                                                  • Figure 171: Baby Boomers’ opinions about work and career, by household income, November 2013
                                                                                                                                                                                  • Figure 172: Baby Boomers’ opinions about work and career, by marital status, November 2013
                                                                                                                                                                                  • Figure 173: Baby Boomers’ opinions about work and career, by employment status, November 2013
                                                                                                                                                                                  • Figure 174: Baby Boomers’ opinions about work and career, by gender and household income, November 2013
                                                                                                                                                                                  • Figure 175: Baby Boomers’ opinions about work and career, by presence of children <18 and 18+ in household, November 2013
                                                                                                                                                                                • Achievements critical to success
                                                                                                                                                                                  • Figure 176: Achievements critical to success, by all and Baby Boomers, November 2013
                                                                                                                                                                                  • Figure 177: Achievements critical to Baby Boomers’ success, by gender, November 2013
                                                                                                                                                                                  • Figure 178: Achievements critical to Baby Boomers’ success, by age, November 2013
                                                                                                                                                                                  • Figure 179: Achievements critical to Baby Boomers’ success, by marital status, November 2013
                                                                                                                                                                                  • Figure 180: Achievements critical to Baby Boomers’ success, by employment status, November 2013
                                                                                                                                                                                  • Figure 181: Achievements critical to Baby Boomers’ success, by gender and household income, November 2013
                                                                                                                                                                                  • Figure 182: Achievements critical to Baby Boomers’ success, by presence of children <18 and 18+ in household, November 2013
                                                                                                                                                                              • Appendix – Baby Boomer Associations

                                                                                                                                                                                Companies Covered

                                                                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                Marketing to Baby Boomers - US - January 2014

                                                                                                                                                                                £3,199.84 (Excl.Tax)