Study Shows that Boomers Fall into Five Distinct Groups;
The Boston-based market research firm of Chadwick Martin Bailey (CMB),
in conjunction with Arnold Worldwide, today released the results of a
study that will redefine how marketers categorize the Baby Boomer
generation. Although marketers and advertisers lust over Boomers’
high purchasing power, they generally miss the mark when it comes to
segmenting the group and maximizing targeted results. The CMB research
shows that treating the Boomer generation as only one or two groups is a
mistake; it over-simplifies their robust differences.
“For years, companies have been marketing
their products to the Baby Boomer generation as if it were a homogeneous
group,” said Mark Doherty, Vice President of
Chadwick Martin Bailey. “Our latest research
shows that marketers can identify more substantive, actionable and
strategic differences by segmenting the generation into five distinct
subgroups based on common attitudes, behaviors, and demographics. Using
the new segments we’ve identified, we believe
there’s a more effective way to target America’s
most-publicized generation.”
In addition to the segments identified below, the CMB study exposed
these common misperceptions of the Baby Boomer generation:
-
More than 70% of Boomers were never actually politically active in the
60's and 70's. For example, only 6% claim to have been active
participants in historic movements such as civil rights, anti-war and
women’s rights; and only 15% claim to have
participated in demonstrations or protests.
-
While only one in five Boomers consider themselves a ‘knowledgeable
source of information for new technologies,’
certain portions of Boomer population are much more tech-adept than
previously believed. Achievers, for example, own significantly more
technology devices than their counterparts, and they consistently rely
on technology.
In order to help marketers more accurately engage the diverse Boomer
market, CMB and Arnold Worldwide have identified the following five
distinct subgroups:
-
Status Seekers: The largest segment identified, Status Seekers
make up 26% of 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. 31%
of Status Seekers drive a vehicle they feel makes a statement about
their personality and style.
-
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). 45% of Traditionalists report that they’ll
go out of the way to buy American-made products.
-
Blue Collar Skeptics: 18% of Boomers fall into this group. The
Blue Collar Skeptics are just that –
skeptics. They 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 haven’t 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. 37% of Activists describe themselves as 'green
consumers' (i.e. buying hybrid cars, recycling, etc).
-
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. 24% of Achievers claim to be the first
among their friends to have new gadgets and devices.
For the purposes of this study, CMB surveyed 1000 Baby Boomers born
between 1946 and 1964. For additional information regarding the Baby
Boomer study, or to request additional statistics on each of the
segments, please email Josh Mendelsohn at jmendelsohn@cmbinfo.com.
About Chadwick Martin Bailey
Founded in 1984 by John Martin and Anne Bailey Berman, Chadwick Martin
Bailey is a Boston-based, high-end marketing research, analytics, and
consulting firm that works with some of the world’s
largest companies in more than 30 countries. Whether it is marketing
ROI, brand, product development, or customer loyalty, all of Chadwick
Martin Bailey's approaches have a singular focus: to bring clarity to
what clients can do to get, keep, and grow customers. For more
information please visit www.ChadwickMartinBailey.com.
Contacts
Chadwick Martin Bailey
Josh Mendelsohn, 617-350-8922
jmendelsohn@cmbinfo.com
www.ChadwickMartinBailey.com
By
M.B. Date
08-11-2006
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