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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…

  • Priorities and purchase decisions
  • Financial goals
  • Lifestyles and housing choices
  • Leisure activities
  • Branding and brand loyalty
  • Media choices
  • Media images and responses to media

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