Three Distinct Markets
- Baby Boomers (50-59) Grew up in the turbulent '60s
and '70s, and still act and think like young adults
- The Silent Generation (60-79) Attitudes and behaviors
formed in the '40s and '50s, they are retiring in greater
luxury than ever before, and still want meaningful work
and activities
- The GI Generation (80+) Came of age in the '40s
and early '50s, they are living longer than they ever expected,
and better; they are healthier and wealthier than any previous
elderly group and demand new kinds of housing arrangements.
The decades in which each segment came of age (roughly
ages 8 to 18) inform their attitudes and behaviors, which
greatly impact…
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- Priorities and purchase decisions
- Financial goals
- Lifestyles and housing choices
- Leisure activities
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- Branding and brand loyalty
- Media choices
- Media images and responses to media
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