Filed Under:Markets, Boomer Market

Boomers: Not One Size Fits All

You can’t put baby in a corner, and you can’t put baby boomers in one giant group. A look at the different needs and possible product solutions for various boomers.

Boomers range in age from 45 to 65, so attracting them and selling to them presents a broad range of challenges. At the risk of stating the blinding obvious: they are not a homogeneous group, and they have had their lives shaped by very different life experiences. Therefore, we can’t make the assumption that one method, one message and one product will be attractive to all boomers.

When we read about generational marketing, most demographers look at the traditionals (67-plus), the boomers, Gen X, and Gen Y (or the Millenials). But, in reality, the boomers are not one segment; they’re at least three. For insurance purposes, we like to think of the boomer generation as three distinct segments that break down roughly into ages 45-54, 55-64, and 65-plus. The insurance needs of each of these segments are very different as are the products that will satisfy each of these segment’s needs. The methods to attract them and communicate with them vary as well.

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Nichole Morford

Nichole Morford
Managing Editor

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