MEET THE BABY BOOMERS GENERATION

Camille de Almeida, Pierre-Ins Couacy-Hymann, Priscillia Maingre, Mlanie da Cruz, Alexis Datin, Camille de la Motte
 => Born between 1946 and 1964

Today, they are between 50 and 69 years old.

WHO ARE THEY ?

Sources : investopedia, Telegraph, Mintel,

Marketing Week, University of Sheffield
 WHO ARE THEY ?
=> It is the second largest generation in the UK, accounting for
nearly a quarter of the total population.

By the year 2020 half of the UK population will be 50-plus

=> Baby boomers are associated with traditional values and

privileges. They grew up in the rising of housing, education post
war.

=> They were the wealthiest, most active, and most physically fit
generation up to that time,received peak levels of income

Sources : investopedia, Telegraph, Mintel,

Marketing Week, University of Sheffield
WHO ARE THEY ?

=> Baby boomers control over 80% of personal financial assets.

=>62 percent of new car purchases, are done by people aged 50 & over
according to the Detroit Free Press.

=> They buy 77% of all prescription drugs

=> 61% of over-the-counter drugs
=> 80% of all leisure travel.

Sources : investopedia, Telegraph, Mintel,

Marketing Week, University of Sheffield
 CHARACTERISTICS
Work-Centric Independent Goal-Oriented Competitive
Baby Boomers are Baby Boomers are confident, They welcome exciting, challenging They are clever, resourceful and
extremely hardworking and independent and self-reliant. projects and strive to make a strive to win.
motivated by position, difference.
perks and prestige.

Values Attributes Work styles

Individual choice Adaptive Confidence in tasks
Community involvement Focus on individual choices & freedom Emphasize team-building
Prosperity Adaptive to a diverse workplace Seek collaborative,
Ownership Positive attitude Group decision making
Self-actualizing Avoid conflict
Health and wellness
Source: valueoptions,
Huffingtonpost, About.com
 TRENDS

1. Bucket List / Traveling 5. Awareness

2. Pets 6. Leaving A Trace

3. Ageing Parents 7. Cocooning

4. Eternal Youth 8. Self-Sufficiency

Sources : The Daily Transcript, Forbes,

Diversity Best Practices
 WHAT IS IMPORTANT TO THEM ?

Passing Down family values and life lessons to their next family generation.

SOURCE: CNBC
 WHAT ARE THEY DIFFICULTIES ?

1. Care for & support financially their parents 3. Baby Boomers retirement: twofold problems

2. Living longer but not healthier 4. Housing Problem due to lower income

Source: HuffingtonPost, PRB,

JFCSPGH, Experience,
RealorMarg
INSIGHT & PERCEPTION ON MEDIA

=> Baby Boomers are a key commercial target.

=> They feel excluded by advertising and stereotyped where they are included

Sources : investopedia, Telegraph, Mintel,

Marketing Week, University of Sheffield
BABY BOOMERS THROUGH DIFFERENT SECTORS
TRANSPORT
=> 62 percent of people aged between 50 and older make new car purchases.

=> Capability to use a variety of travel modes

=> Baby Boomers and their kids enjoy large homes, good cars, yards and unprecedented freedom.

=> Build their cities around cars

=> 58 % of baby boomers (5 millions) are collector cars

=> They are demanding regarding their choice of cars ( confortable car, enough features, for all the family...etc)

=> Transport is a demanding sector for the baby boomers

Source: Free Press in UK, Autotrader

 BMW

#1 In UK, In the top 10 baby boomers dream cars : BMW

models are chosen 4 times

WHY ?
#2 The BMWs features fit with the baby boomers
choices (quality, comfortability, neither too big nor too
small)

Source: Foster, BMW

 BMW

#3
In the BMW campaign, there are a lot of
people between 50 and 65 whereas
usually, the competitors use younger
people.
For BMW it is a huge target
POTENTIAL FOR GROWTH

According to mintel Baby Boomers feeling stereotyped by advertising

Example #1 : https://www.youtube.com/watch?v=pNJ6TD2u5S0

What BMW should do ?

BMW need to reassess how they approach Baby Boomers with their marketing and not stereotype them.

According to valueoptions Baby Boomers are confident, independent and self-reliant.

BMW has to give an active and fresh image of them

Source: Foster, Mintel

 POTENTIAL FOR GROWTH

Example #2 : The Uks BMW campaign focused

on technology, efficiency

What BMW should do ?

Be less focused on technology...

Source: Foster, Mintel

FINANCIAL SERVICES
BB are More sceptical than younger generation
(views tainted by notorious financial scandals of the last decades)
Feel let down by banks or that they dont pay enough attention to their needs
Challenge for financial providers
BB: Valuable (actively borrowing, spending and investing their wealth)
& Challenging customers for banks (tend to invest their assets in many different
financial institutions).
Just fully engaged with their bank
Banks would have much to gain if they could convince BB to consolidate their
accounts with them.
3 key considerations critical to a positive baby boomer banking experience:
customer service
retirement planning
convenience.
HSBC

HSBC: Many different accounts to fit baby boomers needs:

Basic account
Choice checking
HSBC Advance
HSBC Premier
 HSBC Advance HSBC Premier

- Want a banking account that - Need exclusive products & services you can
helps make more out of your money access globally.

- internet banking - relationship with the manager

- Monthly rebates on qualifying - No foreign transaction fees

non-HSBC ATM on debit card purchases
FOOD

&
DRINK
LUXURY GOODS MARKET

=> Good Taste & Culture are synonymous of Luxury

=> From a BB consumer standpoint, Luxury is eternal :

Its based on validation of self-image

=> Boomers dont question luxury goods because

expensive is synonymous of exclusivity & quality in
their generations psychology.

Source: Luxury Daily,

BoomAgers
LUXURY GOODS MARKET

=> Good Taste & Culture are synonymous of Luxury => Approaching the next phase of their life ,
BB are eager of a more valuable quality lifetime.

=> From a BB consumer standpoint, Luxury is eternal :

Its based on validation of self-image =>They are seeking memorable experiences

=> Boomers dont question luxury goods because => Their significant disposable income allow them to be
expensive is synonymous of exclusivity & quality in the biggest spenders.
their generations psychology.

Source: Luxury Daily,

BoomAgers
LUXURY GOODS MARKET

=> BB increasingly desire the success &

self-actualisation that premium brands Self-Actualisation
symbolise.
Esteem

Social
=> Premiumisation is a journey for the
consumer
Safety

Psychological
=> The gradual progression from satisfaction
of basic needs to higher ones

Source: Mintel,
Premiumisation, 2012
JOHNNIE WALKER WHISKY
 JWW

The iconic blended whiskey is the

worlds biggest selling spirits brand.
 JWW

=> JWW is more renowned for his quality rather

than his accessibility.

=> Its a drink for the True Connoisseur,

Its a Status Symbol.

=> JWW is the kind of product people want to

keep the bottle to show of & recommend to
other.

Source: Wall Street

Journal
 JWW

=> JWW is more renowned for his quality rather => BB drinking habits can be described as very
than his accessibility. little & very often.

=> Its a drink for the True Connoisseur,

Its a Status Symbol. => Boomers are more likely to drinks spirits for
themselves rather than for social occasions.

=> JWW is the kind of product people want to

keep the bottle to show of & recommend to => 2 important criteria when it comes to buy
other. Spirits drinking: Well-known and authentic
brands.
Source: Wall Street Journal, Institute
Alcohol studies, Nielsen (Beverage
Alcohol, August 2014)
 POTENTIAL FOR GROWTH

=> Value is key for purchase of premium products-

BB are seeking for affordable Luxury.

=> 88% of BB consider spirits an affordable luxury

=> Affordable Luxury means Quality & Value , to them

=> Boomers regard them as worth paying more for

Source: Nielsen- Ongoing Consumer Surveys & IPSOS M

2009-Pre
 POTENTIAL FOR GROWTH

=> Value is key for purchase of premium products- => The premium spirits grew faster than standard
BB are seeking for affordable Luxury. spirits in 2011

=> 88% of BB consider spirits an affordable luxury

=> Affordable Luxury means Quality & Value , to them

=> The value of premium spirits category increased
by 21% in 2011, whilst standard grew by only 12%
=> Boomers regard them as worth paying more for

Source: Nielsen- Ongoing Consumer Surveys & IPSOS M

2009-Pre
 POTENTIAL FOR GROWTH

=> Whiskey's popularity has been on the rise in Boomers generation

=>When it comes to buying and consuming spirits,

Boomers reporting a desire for delicious and smooth taste and stylish products.

=>Boomers spirit drinkers are most likely to stick to their favorites:

60% of spirit drinkers, have purchased only one to three brands of their alcoholic beverage of
choice in the past year.

Source: Nielsen, Beve

Alcohol, 2014/
FASHION
THE OLDER YOU ARE, THE YOUNGER YOU FEEL
-> 59% of baby boomers feel younger than they are

THEY WANT COMFORTABLE CLOTHING AND GOOD QUALITY

-> 78% of baby boomers agree they are sometimes willing to pay more for better quality goods

BUT WITH A HIP FEELING AND PLAYFUL ATTITUDE

Source: Retail Times

BRAND FOCUS
 BRAND FOCUS

MARK & SPENCER

-> named most frequently as doing well at representing the baby boomer generation in advertising

-> a brand answering to needs and expectations of babyboomers

-> M&S helps make Baby Boomers feel the way they want to feel

Source: Nielson
BRAND FOCUS
 BRAND FOCUS

LEADING LADIES

-> Baby Boomers feel stereotyped by advertising

-> Dont want to be market as if they are old

-> Baby Boomers women intelligent, accomplished and confident

-> Regardless of her age

Source: Mintel, Why this way

LEISURE: TRAVEL
 MARKET

=> Travel is the #1 leisure activity for BB = $157 million spent every year

=> They see travel as a necessity, not a luxury

=> Mid-life crisis : they want to have new experiences

=> They are at a period in their lives where they can take more time off, have bigger incomes, and demand better things

=> Want to do things different from what is offered at home. They also like a wide range of choices or a certain sense of travel freedom.

TRAVEL TRENDS:

1. Luxury adventure travel: relax in a more "active way" than their parents did. kayaking, cycling, hiking, vacation packages.
2. Ecotourism: there will be some 1.6 billion eco-inspired trips taken by 2020.
3. Multigenerational family trips: +10% of the top travel companies businesses.
Sources : hotelexecutive, Forbes
 MARKETING

=> Philosophy:
"Get them there, show them the ropes, but leave them some room to explore on their own
Balance between the convenience of a vacation package to be stress-free, and too much structure

=> Human capital

Boomers look for brand relationships that go smoothly, with no hitches or glitches.
When they experience a problem, they are more likely to complain to a person or pick up a phone.

=> Technology
The post-war Baby Boomers are least likely to use social media to interact with leisure brands, and have the lowest use
of all platforms apart from Facebook (which is age neutral).
 BRAND FOCUS

=> InterContinental Hotels & Resorts

=> Trust in decline
=> Since 1946, 180 hotels, 60 countries 80% of consumers have privacy concerns with
wearable Internetconnected technologies
=> Hotel booking preferences
=> Permissible Personalisation
Online: Phone: Individual Brand Experience
45-54 years old 30% 64% => Risk = prying into a consumers background
55-70 years old 22% 69%
=> Communication
Baby Boomers are less likely to interact with the brand InterContinental focus their ads on the discovery
via social media or leaving online reviews. and adventure aspects
 POTENTIAL FOR GROWTH

=> Permissible Personalisation = positive for travellers to a certain point

They would like the hotel to personalise their experience for them by having the hotel discover interesting local
places to see and having the hotel staff discover places off the tourist track.
They are more comfortable with people-enabled personalisation

=> Improving the human capital

The clients need to feel welcomed and surrounded by a helpful staff.
They enjoy advice on interesting places off the tourist track.
They want at least one staff member to speak their language.

=> Emphasis on media

Baby Boomers tend to relate their good or bad experience by word-of mouth to 20 people
Advertise on TV, press and target moments when Baby Boomers are in groups.
ENTERTAINMENT
MUSIC => Baby boomers accounted for more than 25% of music sales in 2006 [1/3 baby boomers own an iPod or MP3 player)
Musical freedom grew hand-in-hand with the baby boomer generation: Pink Floyd, Led Zeppelin, The Beatles, The Rolling Stones...

TV SHOWS => Boomers were the first generation to grow up with TV and in fact watch more TV per day than younger people.
They tend to watch programs that center around life stages. Additionally, science fiction programming is popular with all Boomers.

CINEMA => A quiet revolution is afoot: Baby Boomers are flocking to cinemas. But they don't care for special effects. They want
big characters, grown-up dramas and tales of late-blooming love. The arrival and success of such films reflects a little revolution.
 THE BRAND

Baby-boomers refuse to languish on the sofa like their predecessors

Cinemas seem good value compared with theatres or restaurants
They recall affectionately their youthful delight in the medium.

In 2010, the highest-grossing films in Britain were Toy Story 3, Harry Potter and the Deathly Hallows: Part 1

However, the films attracting the highest proportion of over-55s were The Ghost, Burke and Hare and Made in Dagenham.

=> Baby Boomer enjoy films about maturity, the past and also reality-based material such as documentaries and biopics.
 POTENTIAL FOR GROWTH

The Brand should capitalize above all on good stories with rounded characters.

"Undoubtedly, the older audience recognises quality. They see through films that are not so well made."

The cinemas have to always be very welcoming with comfortable bars and lounges
The arrival of digital projection has made their offering more flexible.

=> Increase the ability to programme much broader range of films

THANK YOU