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Practice Management > Marketing and Communications > Social Media

Boomers: Find out what makes them tick

By Chelsey Emmelhainz

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The recent economic crisis has resulted in the emergence of a “planner” type personality among Boomers, says a new survey from Engaging Consumers >40 in conjunction with Continuum Crew. Engaging Consumers >40, a company specializing in communications for the mature client, revealed the results of its 2009 survey this month.

According to the survey, the “planner” personality is a direct result of economic stress over the last two years. Consumers with this personality are more likely to actively seek out institutions like financial services organizations and retirement communities.

In addition to economic hardship, the survey cited healthcare as a main concern for both Boomers (those born between 1946 and 1964) and Ikes (between 1934 and 1945). For Boomers, that concern went from 46 percent in 2008 to 49 percent in 2009, making it the number one concern of that generation today.

The survey also researched media consumption among several generations. Some of their main findings included:

? Ikes and Boomers still use traditional print media to consume information. However, gaps between older and younger Boomers indicate that the most print media is consumed by older Boomers.

? “Among all media services listed, Boomers were least willing to give up the Internet, versus the top response of the 2008 survey: their cell phone.” This reaction is understandable given another of the survey’s results: In one year, Boomer’s reported time online has increased from 38 percent to 62 percent.

? In the last six months, the majority of persons born between 1934 and 1964 have joined popular social networking sites.

Lori Bitter, president of Continuum Crew, responded to the findings saying, “The aging of America is shaping global marketing trends and no one is fueling the zeitgeist more than Boomers, who are craving a story and a reason to align themselves with a brand. Although they are the ‘have-it-my-way’ generation, many companies are missing the invitation and the opportunity to personalize their message.”

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