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Boomers Seek to Surround Themselves with Things Similar to Younger Generations
-- and Leading Marketers Take Notice
CHICAGO, Dec. 15 /PRNewswire/ -- Ask Baby Boomers what their favorite
things are and you might be surprised. In fact, Euro RSCGs Prosumer(TM)
research team found that the list is very similar to things sought by people
younger -- much younger -- than the average Boomer.
Euro RSCG Worldwide, a leading marketing communications company, conducted
its latest Prosumer Pulse(TM) study by digging deep into the young, vital
minds of 1,000 men and women over the age of 45, living in the United States.
Results showed that Boomers obsession with staying youthful is reflected in
the people, places and things with which they choose to surround themselves.
"Boomers believe that age is a function of mind over matter. Its more
important to them how old they feel than how old they are," says Paula Ausick,
director of strategy and planning at Euro RSCG Chicago. "They are out to feel
young at 45 or even when they reach 95 as long as they keep their rock and
roll values."
This attitude is reflected in decisions Boomers are making about the types
of items, people and activities they choose to include in their lives. The
result is a list that is as relevant to Mandy Moore as it is to Michael Moore.
Hillary Duff chases many of the same things as Hillary Clinton.
"While the Boomers wish lists are similar to the younger set, their
access to these things is very different," says Mark Blankenship, president
and COO at Euro RSCG Chicago. "Boomers with loads of disposable income and a
quest for youthful endeavors gobble up items at a growing rate. This is why
top marketers spend increasingly more time and money keeping up with them."
The List
Here are seven things upon which Boomers surveyed placed an above average
value.
1. Starting a (new) career: Of those Boomers surveyed, 62-percent saw a
total career change as a viable option.
2. School: Boomers fully intend on re-directing their lives at least one
more time, including attending/returning to university life.
3. Friends: Relationships outside the family circle are increasingly
important for this generation. Social activities like parties and drinking
rank high.
4. Sports/Fitness: More than 75-percent of Boomers see sports and fitness
as a key to staying young.
5. Sex: The vast majority of those surveyed still value their love lives.
One-third of respondents see no slow down of sexual activity.
6. Cell Phones/Internet: At least two-thirds of Boomers surveyed use cell
phones and internet to facilitate their active lives.
7. Pets: Paris has Tinkerbell. And nearly two-thirds of Boomers surveyed
say their pets keep them young.
About Euro RSCG
Euro RSCG Chicago serves clients including Anheuser-Busch, AARP, Barilla,
Citigroup, H2O, Newell-Rubbermaid, Pizza Hut, DirectBuy, Sears and Sprint.
Euro RSCG Worldwide, a leading integrated marketing communications agency,
is made up of 233 offices located in 75 countries throughout Europe, North
America, Latin America, and Asia Pacific. Headquartered in New York, Euro
RSCG Worldwide is the largest unit of Havas, a world leader in communications
(Nasdaq: HAVS; Euronext Paris SA: HAV.PA).
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