In PracticeNovember 12, 2006

Consider Boomer Subgroup When Targeting Communication

To help marketers more accurately target the baby boomer generation, the market research firm of Chadwick Martin Bailey (CMB), in conjunction with Arnold Worldwide, concluded a study by identifying five distinct subgroups of boomers.

Reported by Rebecca Moore

A press release listed those five subgroups as follows:

Status Seekers – The largest segment identified, this group makes up 26% of baby boomers. The group is characterized as materialistic and feels that money is the best measure of success. They enjoy the finer things in life and are willing to pay more for brand names.

Traditionalists – This group accounts for 23% of boomers. Traditionalists are defined by their conservative political, economic and social views. They have traditional attitudes and belief systems, are known for following the rules, and are smart consumers (interested in value, trust and variety). Forty-five percent of Traditionalists report that they will go out of the way to buy American-made products.

Blue Collar Skeptics – Eighteen percent of boomers fall into this group. The Blue Collar Skeptics are hesitant to trust big businesses and are concerned about the amount of information online. As they fall on the low end of the boomer income bracket, this group is more stressed about time and money than the rest of their generation. 68% of Blue Collar Skeptics fear they have not saved enough money for retirement.

Activists – The most politically and socially active segment, 17% of boomers are Activists. They are generally liberal and also donate a significant amount of time and money to charity. Activists are concerned about the environment, are brand-loyal, and are financially smart.

Achievers – The minority of boomers, just 16% fall into the Achiever category. This group adopts technology early and relies on it heavily. They are focused on success and wealth and are heavily involved in social activities. Twenty-four percent of Achievers claim to be the first among their friends to have new gadgets and devices.

While only one in five boomers consider themselves a “knowledgeable source of information for new technologies,” according to the release, certain portions of the boomer population are much more tech-adept than previously believed. Achievers own significantly more technology devices than their counterparts and consistently rely on technology.

Chadwick Martin Bailey surveyed 1000 Baby Boomers born between 1946 and 1964. For additional information regarding the study, email Josh Mendelsohn at jmendelsohn@cmbinfo.com.