This report offers a complete analysis of American Baby Boomers from a consumer perspective. Below, we’ve summarised the key areas covered, defined the report scope, and offered handpicked insights from the report itself.
Mintel defines Baby Boomers as the generation born between 1946 and 1964. In 2023, Baby Boomers are between the ages of 59 and 77. For the purposes of this Report, Mintel has further defined Boomer consumer segments as the following:
Boomers are often thought of as a uniform group, however nuances exist within. Younger Boomers are just preparing to launch into retirement whereas Older Boomers will have settled in and looking stretch funds to ensure future comfort. Narrowing down the specific sub-segment of interest is key to creating meaningful messaging.
When thinking of inclusion, it is also important to include older consumers. Seniors are identified as a top segment not authentically represented enough in the media today. Notably, brands that step up and challenge negative beliefs about Boomers will resonate well not only with older consumers themselves but also with a broader audience.
The above is just a snapshot of what our consumer report contains. For a complete analysis of marketing opportunities available to brands, purchase the full report. Readers of this report may also be interested in US Baby Boomers: Online Shopping Behaviours Market Report 2023.
This report, written by Carol Wong-Li, a leading consumers and culture analyst, delivers in-depth commentary and analysis to provide opportunities to market to US Baby Boomers.
Maintaining quality of life now and into the future is the priority Baby Boomers. Financial stability makes them a more a discerning, though loyal, segment.
Carol Wong-Li
Director – Consumers & Culture
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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