The Mistake: Not Engaging The Largest Consumer Market – The Baby Boomer

Though it may seem as though the entire tween population is the consistent and unavoidable movie theater crowd, recent films and TV shows have proven that with the right script and the right cast, the baby boomer is the actual market to target.

Brands have a phenomenal opportunity to engage with these customers through new entertainment content specifically being created for this market.

Older audiences have been incredibly underserved as an entertainment media audience, but Hollywood has started to realize the major opportunities being missed as a result, which provides brands a phenomenal opportunity to engage with this, the largest generational customer base.

The baby boomer generation is massive, the largest ever born in U.S. history. Healthier, more active, and more likely to stay in the workforce longer than their parents, boomers are far more affluent with money to spend. It is estimated that baby boomers will control 70% of the nation’s disposable income over the next 20 years. As such, baby boomers offer the most disposable income – and free time – available to spend while watching movies.

Baby boomers are one of the hottest markets to Hollywood right now, and a multitude of films are in pre-production, offering phenomenal starring roles for brands eager to engage the audience. Below are five ways to tap into this opportunity before your competitors do:

1. Oldies but Goodies: Align your brand with content that is already proven to capture the baby boomers attention.

As for any age group, nostalgia is an incredibly effective advertising strategy. Research proves that to transcend cultures and tap into emotions that fuel purchase action as a result of the increased feelings of connectedness.

NBC figured this out with the Holiday season broadcast of The Sound of Music Live!, bringing back the classic in true throwback form: as a live televised musical, a format not utilized since the Eisenhower era. The program drew 18.6 million viewers with a median age of 55.

2. Books which already have an established baby boomer fan base.

Brand managers can also look to the NY Times best sellers list to see what books have resonated with baby boomers. Books that have proven to be successful films geared towards baby boomers: Philomena, The Best Exotic Marigold Hotel, and virtually any feature adaptation of a Tom Clancy novel. Hollywood currently has acquisitioned over 100 books slated to be turned into films in the near future, and baby boomer targeted content are amongst them.

3. TV shows and feature films with actors who appeal to the baby boomer demographic.

In order to appeal to this growing number of older viewers, numerous TV shows have recruited older actors. CBS brought on 66-year-old Ted Danson and notable Cheers alum to the cast of CSI in 2011, while Tom Sellack, 69, joined the cast of Blue Bloods. Mark Harmon, 62, has been the star of NCIS for over a decade now. And this coming fall, Scott Bakula, 59, will join the cast of the spinoff NCIS: New Orleans. Even Fox, the network with the youngest audience, brought on 46-year-old musician Harry Connick Jr, who has become a favorite of the mom viewers.

As for films, any project Meryl Streep is attached to tends to garner high box office numbers, particularly with baby boomers. Actors such as Tom Cruise, Liam Neeson, and Bruce Willis – all who are over the age of 50 – are more than just relevant names at the cinema, and continue to drive and deliver strong numbers at the box office.

3. Don’t be afraid to partner with projects who are taking modern-day risks.

The 50+ generation may be older, but they are not old. In fact, they are the leaders in technology adoption and media consumption.

An example of this is the Oscar-nominated film Gravity and its use of 3D technology. In the past, the most predominate use of 3D has been geared more towards children, as most would assume that kids would be the most eager and willing to embrace the advanced technology.

With Gravity, however, with the combination of Sandra Bullock and George Clooney being an older cast, the technology married with the storyline performed extremely well at the box office. The film succeeded in capturing an older audience who were more than willing and able to pay in the extra dollars for 3D, and grossed over $221 million with 59% of the audience being predominantly older.

As technology evolves, so are baby boomers, said Beth Brady, global head of Nielson Marketing. And it’s something marketers must not forget. “Don’t tell them [baby boomers] they’re old because they do not think they’re old. They think, ‘Not only am I not old, but 50 is the new 30,'” said Brady.

4. Create strategic, promotional partnerships with film and TV projects.

One of the best ways to leverage a brand experience interwoven into content appealing to baby boomers is to create strategic, promotional partnerships that live outside the theater using already planned brand media or available retail space. Sponsor screenings or explore ways to work with the film’s marketing department with grass roots efforts. The possibilities are endless. This allows the brand manager to create a multi-prong campaign strategy that resonates and creates higher awareness and engagement.

Fox Searchlight’s The Best Exotic Marigold Hotel, starring two actresses in their 70s and targeted to people over 50, was the breakthrough movie that had studios immediately adding films to their slates that appeal to the baby boomer demographic. Fox Searchlight even held screenings through American Association for Retired Persons and specifically targeted retirement hot spots, including Arizona and Florida. The comedic drama ended up surpassing $100 million at the box office on a $10 million budget, an overwhelming response that was well beyond the production’s expectations.

Identifying the baby boomer generation as a valuable audience is the first step. In order to strategically align your product with these types of opportunities and optimize exposure to the baby boomer audience, working with industry experts who understand the role each generational group plays in the modern entertainment world is invaluable. Tap into this underserved consumer group – with money and time to spend – before your competitors do.

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Baby Boomer Seniors: Beyond the Rocking Chair

Beyond retirement and the iconic, stereotypical senior porch rocking chair, Baby Boomer seniors today are living longer and finding surprising, new ways to share their time, energy, and talents with others in their later years.

Do you remember watching your grandmother quietly knitting, while watching TV or listening to the radio for seemingly hours as your grandfather sat with her or puttered around the house? Well those days have passed as Baby Boomers and seniors all across the US are taking on new challenges, new roles, and new activities reflective of the fast paced times and economic climate we live in.

Today, Baby Boomer seniors are stepping out more than ever, even taking college classes in various areas of study and interest. In fact, proudly, some 20 years ago, my own mother graduated from the University of Maryland when she was 72 years old with a major in sociology, and a minor in linguistics. Yes, it took her 10 years, many buses and many, many late nights as she worked toward her lifetime goal of becoming a college graduate with her 4 year degree. To everyone’s utter surprise, she even successfully took algebra to get that degree. The course load was heavy, the time was well spent, and she was able to attain her lifelong goal… And it kept her young, alert, and active. My children, siblings and I will never forget them announcing over the loudspeaker that she was the oldest candidate that day at graduation!

With current statistics revealing that an astonishing 80 percent of seniors plan to work past age 65, and that one quarter to one half of them have not been able to save for retirement, things are bound to be different for the rapidly aging Baby Boomer generation.

It has been estimated that when the Baby Boomer generation reaches 65 years of age, the 65 and above demographic will be twice what it is today. With these unprecedented, massive numbers of seniors depending on Social Security for retirement, and working late into their senior years to supplement their Social Security income, Baby Boomers are in the prime, financial position to need to work longer- at least part-time- into their later years.

With that said, they will continue to be one of the busiest generations ever, as they balance working into their later years to earn extra income, help their children with their grandchildren, volunteer in their communities and churches working with the homeless, youth programs and literacy programs, register for college courses, join senior centers to take art classes, exercise and other classes, and the list goes on.

With this generation of Baby Boomer seniors putting aside the rocking chair in exchange for a more central role in American culture and society, many Baby Boomer seniors will be in the position to share their lifelong, valuable experiences, expertise, and the wisdom of their years with many people in and outside of their homes. Striving to make a meaningful difference in the world around them, these dynamic, active Baby Boomer seniors will be in the strategic position to positively impact people of all ages and backgrounds in unprecedented ways.

Future Thinking launches results of Baby Boomer study 11 January 2016 – Research Magazine

UK — Future Thinking is launching the results of Ageing Well, a study of Baby Boomers ( 50-70 year-olds) in the UK, France, Spain and Germany. 

The online study, in conjunction with marketing consultancy Seniosphere Conseil, gathers views from 1,600 Baby Boomers on what they do to age well, where they get advice, their physical and mental wellbeing and spending priorities, among other issues. 

“In recent years the 50+ market has become increasingly important to brands,” said Julian Kenway, commercial director at Future Thinking. “Our Ageing Well study, in association with Seniosphere, helps to understand the effects of ageing and the evolving needs of the baby boomer generation.”

Findings will be presented at two breakfast seminars in February. More information can be found here

Baby Boomers About to Retire in Their Multi Millions

The first of January 2011 was the first birthday of Baby Boomers. That is, they have reached an age where they are starting to retire and they are retiring in their multi millions.

Baby Boomers were first born in 1946, just after the war, and at that time couples were so happy to have peace again. Young men returned from War in 1945 and young women were pleased to see them – well you know what happens when young couples are happy and have not seen each other for a while. Lots of babies were born.

In my country of New Zealand, the population is only over 4 million and yet over 100,000 baby Boomers will be retiring this year. It will keep increasing each year after. In the states the number retiring this year is 10,000 per day.

This all begs the question, who is going to look after them (us) in our retirement, financially speaking. I am not there yet but only 5 years away.

We once looked to the age of 65 as retirement but all that has changed rapidly over the last 3 years with the credit crunch. Economically most of us have suffered, with loss of equity in our houses, plus it is not as easy to sell a house if that Baby Boomer wishes to downsize.

Later generations are choosing to have less children so there are not as many youngsters out there earning the money to support our superannuation.

In New Zealand a number of well educated youngsters have left to work overseas where they can command higher paying jobs. Can you blame them?

In the next 20 years in NZ there will be over 1 million people over the age of 65 and the working population is expected to drop.

Who is going to look after the Baby Boomers financially? My answer is ourselves. We just can’t rely on the Government for payments and can’t rely on the younger generation to produce enough income for us to retire on.

Somehow we have to find income that will support us in our retired years. We will have to keep working longer but usually our employers do not want to keep us after 65. In the States the 401k scheme has drastically been whittled away so retirement funds are not what was expected.

We Baby Boomers do not feel old at 65 so we can do something, perhaps not too physical, something that will not involve a boss (we had several of those and a lot of us have been bosses). We don’t want to drive to work or take public transport to a job so that leaves working from home.

Now that the Internet is on the scene, we Baby Boomers have many online income opportunities. If we take that path we can retain our financial dreams and go on holiday as planned.

Why Start a Baby Boomer Home Business Online?

The baby boomer generation is retiring — some voluntary and many more forced into retirement due to downsizing and layoffs. Personally, I un-retired myself before I even retired… knowing I cannot stop working after retirement.

Isn’t it time to start the perfect baby boomer home business? Something “perfect” for you… geared totally towards your interests, your skills, your life?

That is where a home-based business comes into the picture. There are so many options to work online nowadays… seriously. It’s not that difficult either so don’t let your negative mind talk you out of something that can help you get out of your little world, find creativity in your retired life, find new friends online, and earn an income while you have fun.

I’ve had website income for ten years now, and yet, I am still learning new ideas and techniques. I love learning! I also attend website/blogger conferences – and when you love what you do, and find people who speak your language (depending on what your niche topic is), it’s simply a wonderful lifestyle!

You might simply choose a topic to blog about and write about it… details, details. Add some advertising and produce an income. Sounds simple, and it really is — though you do need to write many articles. Once you get into the flow of writing on one topic, it gets easier and easier. You write a Kindle book based on all your articles, and upload to Amazon. Visitors ask questions, another article is written. Boom… done!

You might also sell on eBay or Amazon. People earn large incomes doing both… totally amazes me when I meet someone at a conference and hear their story. Did you know you can supply Amazon with the items they sell? Many do! Families are supported using these websites, and you can do the same. You simply need to put the time and effort into learning the ropes, like others have done, and Just Do The Work.

Another idea is working for others online. Many online businesses outsource work to others. I wear many hats as a website owner and some jobs are better left to someone else, while I do more strategic or personal jobs. These businesses hire writers, people who transcribe audio files to text files, researchers, graphic artists for images and logos or headers, and video editors. If you don’t have these skills, take a class to learn and then earn!

You might even start a local home-based business… dog walking, gardening for busy working moms, watching kids for 2 hours (maybe from 3:00 to 5:00 pm) after school, cleaning homes, sewing unique items for sale at different local outlets. Seriously consider what you enjoy doing and how you might turn that into a small business. There are so many possibilities if you open your mind to them… people will pay for conveniences in their busy lifestyles.

So many possibilities if you only open your heart and mind to them!

The Effects of the Baby Boom on Society and How Baby Boomers Affect the Future

If you were born between the years of 1946-1964, you are officially a baby boomer – part of the generation which was born during the post war years when there was a large increase in the population of the western world. The reason for this increase of the population is due to the social pressure which was placed on people in the 20 years before 1946 not to start a family. This been due to the Great Depression and subsequent world war, upon which during that time, most people (and ultimately the government) couldn’t afford to keep large families going. Yet in-between 1946-64, the global economy took a turn for the better with post-war repairs and growth, hence more child births.

Fast forward to nowadays and the children born during that era (maybe yourself included) are either starting retirement or facing retirement within next 15 years or so. In other words, every year for the next 15 years will see the number of retirees jump up by a certain percent. Whilst this in itself is perfectly natural and right (you worked all your life, you deserve a decent retirement) the problem is that the economy is in a not-so good shape. Nearly all the countries in the world are up to their eyeballs in debt, with some (like Greece) having already gone under.

Can our economy as well as most other economies in the world, upon who each have their own baby-boomers survive? I would like to say yes but I can’t honestly see this happening. Since the Great Recession of 2008, the global economy as a whole has being creaking – struggling. Whilst it is true that some countries’ economies are doing better than others, none seem to be out of the woods and with the growing excess demand which is going to be put on the governments each year for the next fifteen years via increased state pensions, the outcome doesn’t look too positive.

As you probably gathered from the title of this article, it is highly likely that an economic crash of some sort will occur. Many economists in fact say that one should already have occurred but due to all the central banks printing money (commonly known as Bailout Packages or Quantitative Easing) the crash hasn’t being prevented, just delayed. Or better way to put it, forfeited for a bigger crash in the not-to-distant future.

So as a pensioner (or soon to be pensioner) what can you do to protect yourself if the worst were to happen? How bad can things actually get? Well if there is an economic crash, the one thing which the governments of the world will probably do on a one-by-one basis is reduce state pension (if your country has one) as well as go after what funds you have in any other pensions you’d have in the form of tax. And your savings won’t be safe either.

Therefore now is the time to prepare. I don’t mean to sound like a doom-monger but if you want to survive the coming storm, now is the time to start building some sort of financial life raft. Whilst the governments can take your pensions, savings, what it seems they won’t be able to get hold of are any income producing assets you owe – especially those which are online! Despite all the government regulations, the internet is still a relatively free domain – a bit like the old Wild West. At present, most politicians aren’t even aware of these assets, let alone how to create laws in order to confiscate ones website, info product, etc from one for the general good of society (a saying most bankrupt governments make when they want your money)!

Health Opportunities Await the Baby Boomer Generation

Sure, we all have seen and read about how health conscious the Baby Boomer Generation is these days. However, if you take a closer look, you may be quite surprised by health statistics for this demographic.

Medical research studies have revealed that the Baby Boomer Generation is not nearly as physically fit and healthy as their reputation would have us believe, when compared to the previous generation. The good news is that abundant health opportunities await those willing and able to make lifestyle changes for better health.

According to a study of 54 year old Baby Boomer participants published on February 4th, 2013 by the Journal of American Medicine, also known as JAMA, “Boomers were less likely to report excellent health and to suffer from obesity, diabetes, hypertension, and other maladies… ” than their counterparts in the previous generation. That is, many suffer more from conditions and illnesses related to poor lifestyle choices such as low-quality dietary intake, over consumption, being overweight, and even sedentary.

This study revealed that though many Baby Boomers today are doing a good job helping their respiratory and cardiac systems by not smoking, and have subsequently less reported emphysema, and fewer heart attacks, preventable lifestyle diseases have taken a major foothold in this massive generation.

Statistically, they are much more apt to require a cane or walker to assist them in walking than their parents at the same age of 54 years old. There is 25 percent more obesity in this generation than their predecessors, and many suffer from hypertension, high cholesterol and diabetes, all considered “lifestyle conditions.” To complicate matters, moderate alcohol consumption has risen from 37 percent in their predecessors at the same age, to 67 percent in the Baby Boomer Generation.

Good News for Baby Boomers

The resounding answer to this statistical health storm is found in a single phrase: Lifestyle Adjustment. Lifestyle adjustment, or changing one’s lifestyle, in many cases, is all that is needed to fight common diseases such as hypertension, high cholesterol, obesity and yes, even diabetes. With your doctor’s help, simple self-help changes such as eating a balanced diet rich in fruits and vegetables, and subsequently, antioxidants, low in fat, low in salt, in combination with an active lifestyle, and limiting alcohol consumption may be exactly what is needed to help yourself to ‘get healthy.’ Also, monitoring and learning new ways to deal with the stress in your life through activities and exercise are yet other healthy alternatives in striving to enhance your health through self-help.

Together, with their doctors, and through self-help initiatives, Baby Boomers all across the country are finding that making needed changes in lifestyle is allowing them to not only live longer, but to live happier, healthier lives allowing them new freedom and energy for their grandchildren and friends. They are finding that volunteering, walking with a friend, joining the local senior center or church, shopping smarter and eating better are all simple things they can do to add to the quality of their lives through the promotion of overall better health and wellness.

Hey Baby Boomers! Add to Your Retirement and Change The Lives of the Next Generation

What if you could take all your experience, all your wisdom and your business and inter-personal skills and share those with people in their teens and twenties? Who would benefit more? You both would!

This is what I have been doing since 2001 as a part time vocation and full time since 2011. I have to tell you that nothing I have ever done (and I have had a great deal of successful endeavors in my life) has ever felt as good.

What is this job called? A Life Empowerment Coach. Not a life coach. Not a therapist. Not a pharmaceutical dispenser but a Mentor. Someone that has been in the life of clans, groups and tribes for thousands of years until mid-1900’s, a person of a certain age, not tied up in the day-to-day drama of a young person’s life but someone who can help guide them on their own personal path.

This system is simple, powerful but requires a new way of thinking.

What do you tell a young person who is smoking pot 5-6 times a day and wants to do well in school?

How do you respond to a person who tells you that everything they have been telling you for the last six months was untrue but now they are ready to move forward?

What do you do when a person tells you they are thinking of stopping to use their psychiatric meds?

In each of these cases the answers would probably shock you but they worked in helping these young people stay on track and move forward.

The secret is a daily routine comprised of whatever the client wants (to begin with) and eventually includes something self-reflective, something physical and something creative. As they struggle with all the things that stop them from pursuing their goals each and every moment, they learn how to make the medium term goals (they are not ready for long term) and to work on the slow burn.

If this is something that interests you, talk to us about your desire to be this sort of Life Empowerment Coach. You will be required to rise above one to three personal challenges first and see how the system works for you and then learn how to transpose that system for the many different learning styles that there are.

And then you will change people’s lives in a way that is long-lasting, adaptable to all the challenges and opportunities that will come their way and you will have become a true Mentor.