Survey of Baby Boomers Shows That Consumer Generation Gap May Be Shrinking
15 Dezember 2005 - 4:00PM
PR Newswire (US)
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 RSCG's 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. It's 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). DATASOURCE: Euro RSCG
Chicago CONTACT: Liane Adduci, of AD Public Relations, for Euro
RSCG Chicago, +1-312-994-2451,
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