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Why baby boomers matter

Why baby boomers matter
NMI and BoomAgers release new report detailing why baby boomers are “marketing’s next home run.” 

BoomAgers, the pioneering advertising agency in the aging space, and NMI, a leading research and global market intelligence provider to major brands, announced the release of their first collaborative Thought Leadership Report. 

The Report, entitled Marketing’s Next Home Run, is a follow-up to BoomAgers’ 2013 report Boomers: Marketing’s Most Valuable Generation, which was released in collaboration with The Nielsen Company and was one of Nielsen’s most downloaded reports of the year.  

“This is one of the most dramatic lifestyle shifts we’ve ever witnessed as 10,000 boomers retire each day for the next 17 years.  They are leaving the traditional workplace and returning home, and marketers are faced with a huge opportunity to deliver products and solutions for the new ways the Boomers will live in and use their homes,” noted Peter Hubbell, BoomAgers founder and CEO.  

“There are implications and opportunities for marketers of practically every product or service from consumer packaged goods to financial services, home improvement and even travel.  We believe the new “home-centric” lifestyle that the boomers are moving toward will be a powerful catalyst for product and marketing innovation for brands that take the time to understand this dynamic,” Hubbell predicts.  

NMI Managing Partner Steve French added, “The combination of NMI’s industry-leading research and analytics with BoomAgers’ deep insight into the values and behavior of the nearly 80 million Baby Boomers has resulted in a report that will be eye-opening for many product manufacturers and service providers who believe the boomers are yesterday’s consumers” and are focusing on other generational cohorts.”  

To develop Marketing’s Next Home Run, NMI and BoomAgers synthesized proprietary data with unique, strategic insight into the behavior and values of the Boomer consumer. The Report quantifies and illuminates the modern face of aging and explores the implications for marketers as a result of the trends toward “aging in place,” as well as the renaissance of multi-generational households, the importance of home health care, the rebirth of environmentalism and the desire of many “retired” Boomers to keep on working or embark on a “second act” in their lives.    

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