Marketing to Boomers - Canada - August 2016
"At age 51-70, Boomers are currently the largest generation in the Canadian population and growing. There is a certain level of comfort with getting older as older Boomers find ways to deal with the symptoms of aging head on. As a segment, they feel disconnected and are misjudged for being inactive online. Moving into retirement, the majority of Boomers seek stability in their lifestyles."
-Senior Analyst, Lifestyles and Leisure
This report looks at the following areas:
- Boomers feel disconnected from other generations
- Boomers are more tech savvy than they get credit for
- Younger Boomers may need help preparing for the future
Typically thought of as a generation that is outdated and irrelevant, Canadian Boomers are anything but. While aging brings with it unique needs in terms of healthcare, Boomers are affluent and remain a key – and active – consumer group. Companies that shy away from using technology or e-commerce platforms as avenues to connect with this segment will alienate a segment that already feels misunderstood. Most importantly, the gap between Boomers and Millennials is not so wide, particularly as both generations place an emphasis on experiences over ‘things’.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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