“What do you mean by ‘senior’?” we responded.

“You know—like senior discounts at the movies.”

Oh yes—that archaic reference to offering the elderly—anywhere from 55-65, depending on the theatre—a price break, presumably either because they think we can’t afford it otherwise, and/or they feel sorry for us. (Of course, I can’t wait to see movies cheaper—but really, somebody ought to tip off the movie theatres that the term “senior” has gone the way of the dinosaur.)

So what happened to the “senior market?” Does it still exist?

Certainly it doesn’t refer to people in their fifties or even sixties. As our readers know, the demographic that was traditionally referred to as “senior” is undergoing rapid, major transformation. Until the first of the 78 million baby boomers entered their sixties one year ago, mass marketers rarely targeted consumers 50+. Rather, “the elderly” were marginalized, virtually invisible to the mainstream marketing community, who privileged younger segments of the consumer marketplace.

It has become increasingly clear that unlike their parents, boomers are proactively defying the stereotypes of aging; continue to live vital, engaged and often highly opinionated lives. Given the size of the generation and the numbers they represent, leading-edge baby boomers (born mid-40’s to mid-50’s) are increasingly dominating the 50 + mature marketplace. At FH Boom, the first global practice by a PR firm dedicated to helping companies target this lucrative market segment, we have replaced the terminology of “senior market” with “boomers and beyond.”

The Leading-Edge Boomer: Individuals in their early 50’s through mid-60’s who are
still engaged in mainstream life. The largest and most lucrative of the sub-segments, not only because they have money to spend on themselves, but also because they are the decision-makers and influencers on both the older generations (see below), as well as their adult children and grandchildren.

The Silents: Individuals in their late-60’s through what we refer to as the “genuine
elderly.” This is the transitional group, defined by a separate set of values from the leading-edge boomers. They are in the process of disengaging from their power positions, but still have money to spend. This sub-segment overlaps with the genuine elderly, more determined by health and financial situation than by age.

The Genuine Elderly: Individuals who require some level of assistance to support their day-to-day lives. This group is best reached through leading-edge boomers or silents, depending on who is the primary caregiver.

These major sub-segments particularize even further, based on ethnicity, geographic, life-stage and level of adult development considerations. But call any of them seniors? Only at the movies.

Carol Orsborn