GREETINGS! Welcome to the first issue of our FH Boom E-newsletter, somewhere between six months and sixty years in the making. After marinating in all things boomer, our multi-generational team of boomer experts have distilled “the best of” what we’ve encountered to share with you. As the first global PR firm to establish a practice area exclusively dedicated to helping companies market to boomers, we are delighted to contribute our two cents to the conversation on what is our –and many marketers’—favorite topic.
IT TAKES THREE (STAGES)!
Who is “the” baby boomer? Because of the complexities of marketing to this generation, we are fortunate to have a research tool in our arsenal that provides unique insight: the work on adult development by our own FH Boom Co-chair, Carol Orsborn, Ph.D., and cultural anthropologist Dr. Jimmy Laura Smull.
The traditional way to approach the breadth and diversity of the boomer generation is to subdivide the demographic into niches according to lifestage, ethnicity, geography, economic status, and so forth. While it is important to consider all of these factors, the most efficient route to the boomer’s heart is to take a deep dive down to the deepest stratas of adult development, discovering that beneath the endless waves on the surface, there are three major groupings that can be considered universals.
Based on their study of 100 leading-edge boomers, Orsborn and Smull apply their findings to the boomer consumer. Here are the three stages, briefly described:
THE CORE BOOMER: This individual can be any age or lifestage, but stays committed to the belief systems to which he/she was born. Core Boomers are loyal to traditional brands and messages, and respond best to reassurances that any risk will be minimized. Use the voice of authority and provide them with guarantees.
THE REACTIVE BOOMER: This highly-prized boomer is in transition, questioning the old and seeking the new. Reactive Boomers are adventurous, eager to try new brands, and happy to be among the first adopters of new trends. These boomers want to know you “get” them—and take special care to avoid language and imagery that could be construed as patronizing or nostalgic.
THE ACTUALIZED BOOMER: Some boomers move beyond reactivity to their original programming, and begin making original, independent choices. These boomers have a “best of” approach to purchasing decisions, and are willing to revisit childhood brands they may have left behind, as well as venturing onto new products and services. For this boomer, authenticity, quality, and value are top-of-mind—and will be just as happy with a generic product if it delivers on what they seek.
For more information on the original study, visit the Drs. Orsborn and Smull’s whitepaper "Boomer Women's Search for Meaning" in our blog’s Research section.
It has been an exciting ride for The Boomer Blog since our initial launch in November, and with four contributing bloggers on the roster, we have all the topics covered, including life stages, retirement, segmentation, and much more. The blogs that sparked the most discussions were Carol Orsborn’s "Not that Cranky" and "Cranky in Context," discussing the new search engine designed for boomers. Other top blogs included Lauren Letellier’s "Addams Family Values," Eileen Marcus’s "Invisible Me," and Amanda Sobanet’s "It Takes a Village (of Marketers)."
Boomers are all over the news, and with the oldest of baby boomers turning 60 this past year, we predict no slowing down of media coverage anytime soon. To date, the top three boomer news topics include retirement, boomers and the workplace and new consumer products designed for boomers in mind. Media giants continue to publish entire issues related to boomers. For example, The New York Times Magazine's May issue, focused exclusively on boomers and aging. From media giants to small town newspapers, publications that once used the term “seniors” have now shifted to “boomers.” Our Daily Digest features all of the latest news related to boomers worldwide. Click here to access the archives: Daily Digest.
That most boomers (59%) believe that companies are doing a better job today than they were 10 years ago when it comes to marketing their products and services? Or that just one-third of boomers say television advertisements are the best way to reach them? Go to the research section on our blog’s homepage to find out more about FH Boom Research.
Businesses in a wide range of industries are just now waking up to the fact that baby boomers are the greatest market opportunity today. Leading the pack is TV Land, a division of Viacom’s MTV Networks, with the introduction of a new programming slate designed specifically for the country’s 78 million baby boomers – the first TV generation. Click here to read Mediaweek's article about the network’s new corporate strategy to re-brand itself as the baby boomer channel.
WE ARE FH BOOM
Fleishman-Hillard is the first global PR firm to offer a U.S.-based practice group that is exclusively dedicated to helping companies and organizations build powerful relationships with the men and women of the baby boomer generation. FH Boom is spearheaded by co-chairs, Eileen Marcus and Carol Orsborn, Ph.D., with over 100 seasoned communications professionals around the globe. TheBoomerBlog.com has recently added two additional bloggers, a founding member of FH Boom, Lauren Letellier, and Gen X blogger, Amanda Sobanet. Other members include: Kerry Troup, an expert in consumer marketing and strategic communications council, Susie Schoenberger, our “Daily Digest” editor and Webmeister, Lisa Dreisch, our media relations lead, and Emilie Moghadam, our public appearance coordinator. To read more about FH Boom visit www.theboomerblog.com.
WANT MORE?
In addition to weekly blogs and the Daily Digest, TheBoomerBlog.com has a number of special features to offer, including research, calendar of events, and trainings and keynotes. We are also posting for the first time an excerpt based on the Orsborn/Smull research from "She's Motivated," a chapter from BOOM: Marketing to the Ultimate Power Consumer—the Baby Boomer Woman by Mary Brown and Carol Orsborn, Ph.D.