A Profile of the
Baby Boomers in the 90s

This year—1993— has been referred to by many as the "Year of the Baby Boomer." Between the years 1946 and 1964, 77 million baby boomers were born. The current age range is 29-47, with more than 21 million already over the age of 40. In less than three years, the first boomers will hit the age of 50. The majority of boomers are under the age of 35 and turn 40 in 1996, the same year the first boomers turn 50.

Boomers differ from past generations hitting prime in the following ways:

• they are risk-takers who like the idea of change; • they like to be regarded as individuals; • they are not especially accepting of authority and institutions; • they place a higher priority on experiences over possessions; • they place a higher priority on fun over duty; • they are searching for balance in life—they want to have it all. Their values are also shifting: • they feel a sense of satisfaction from contributing; • they value education and the "finer" things; • they possess a long-term perspective and orientation; • the "me" attitude has become "we" as concern for group over individuals grows;

"Although the entire 77 million baby boomers are generally lumped together into one generation, this is really an unrealistic grouping. There is, in reality, two very different groups of baby boomers."

• they feel a need to preserve the community, nature and society.

Although the entire 77 million baby boomers are generally lumped together into one generation, this is really an unrealistic grouping. There is, in reality, two very different groups of baby boomers. The "leading edge early boomers," born between 1946 and 1954, and the "trailing late boomers," born between 1955 and 1964 are essentially different from one another in a variety of ways:

• Since the early boomers came first, they were able to take the leading edge in a number of areas such as good jobs, higher incomes and reasonably priced homes. This has created a gap between the two groups with the early boomers experiencing a more affluent life-style than their younger counterparts.

• Age also makes an additional subdivision. The 90s will give rise to two different groups: the over 35s and the under 35s. There is a vast difference

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between the human growth and development needs of these two different age groups which may spillover into leisure time usage and behavior.

In addition to these two categories, there are subgroups in the boomer target marketing picture. This factor relates to life-style, and one of the leading predictors of that life-style is household status—with whom and how they are sharing or not sharing a domicile and/or life.

In order to begin to develop leisure life-style profiles based upon behavior and preferences, consider the following:

• In many instances, the amounts of discretionary time and money are related to age and number of dependents.

• Awareness of your delivery system and "perception" of your organization is often related to the presence or lack of children in the household.

• Simple marketing mix variables within your control, such as time, baby-sitting and benefit focus, can be easily manipulated to attract any and all boomers (though not necessarily in the same time and in the same place). • The following boomer subgroups listing is just the tip of the iceberg because there are a sizeable number of additional life style and household combinations that could be added.

"In many instances, the amounts of discretionary time and money are related to age and number of dependents.".

Source: The Insider's Guide to Marketing Boomers, published by FIND/SVP, New York. New York

Boomer Subgroups Here are a few subgroup samples to assist you in creating leisure life-style profiles:
Brian and Brenda Boomer	over 45 boomer couple with young children
Barry and Beth Boomer	under 35 boomer couple with young children
Bill/Billi Boomer	young, single boomer living alone or sharing a habitat with another
Brad and Bev Boomer	maturing empty nesters
Betsy Boomer	single boomer parent
Ben Boomer	single, non-custodial parent
Bob/Bobbi Boomer	maturing, single boomers
Bruce and Barb Boomer	DINKS (double-income, no kids couple, young or maturing)
Bart and Bonnie Boomer	couple with blended households

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