1. The rise of boomers as a political constituency leading up to the presidential elections in ’08. At 78 million strong, boomers are the single largest generational cohort of voting age—and they are just now beginning to flex their social and political muscle. Boomer women, in particular, will be engaged in the upcoming election, given the leading roles of peers in their demographic: Hillary Clinton, Nancy Pelosi, Barbara Boxer—the list goes on and on. Not only that, but boomers have traditionally had a sense of entitlement in the face of their needs and desires. And heaven knows, these qualities are only going to increase with age and in the face of increasingly challenging life situations. Look towards social and economic issues that impact them or even more immediately, their aging parents, as an indication of which institutions and policies will feel the heat first.

2. A revival of 60’s style interest in personal growth and spirituality. Of this massive generational dynamic, a landmark study by Focalyst (powered by AARP) specifically cites a segment of the boomer demographic particularly focused on personal growth and development. At this point, this group is largely comprised of the leading-edge boomers earning 85k and over, clocking in at 14% of the boomer population, but targeted for dynamic growth over the coming decade. This segment of the boomer population has a much larger footprint than its percentage implies. In this group are the educated, proactive pacesetters—many of whom were active in the liberation movements of the 60’s—who set the tone for their generation at an earlier stage of their lives. Some companies are already appealing to these boomers, witness the headline on Nature Valley’s advertisement of its energy bar: “No Wonder They Say To Follow Your Heart. Look Where It Leads.” Look for the increasing merger of spirituality and marketing as the lines increasingly blur. Prediction for ’08: a revival of activism and unprecedented levels of volunteerism as boomers become increasingly concerned with legacy.

3. Boomers wake up en masse regarding the state of their retirement savings. The AARP Foundation Women’s Leadership Circle did both qualitative and quantitative studies of boomer women. Among their findings: That women often exhibited what the researchers describe as “false confidence” about their financial situation—“That is, they expressed confidence in their financial futures even when they had not taken steps to adequately prepare themselves.” So what indicates to us that boomer women will be soon awakening from their complacency? Finally, somebody is getting it right with them, and they are responding. That would be, again, AARP that last year created a no-load investment fund, supported by a clearly written prospectus and a minimum investment of $100. The funds' advisers are paid salaries, not commissions. These are all elements that come into play when marketing-to-women: making it understandable, lowering the bar of entry and taking away suspicion in regards to hidden agendas. It’s working: “Time Magazine” reports that the funds have already attracted $36 million, outpacing the $24 million average of other new funds. Why do we say boomers wake up en masse, instead of boomer women? Because women influence 80 per cent of household financial decisions.

Carol Orsborn and Eileen Marcus