Baby Boomers
The term refers to Americans born between 1946 and 1964. Marketers use the term as one of the multiple customer segments defined by age, the others being Generation X (Gen-X in short) and Generation Y (Gen-Y).
Age is always an important criterion for customer segmentation: what youngsters want is obviously different from what senior citizens desire. However, the term Baby Boomers refers to more than just any particular age group. Americans born between 1946 and 1964 produced more babies than Americans born before or after this time frame.
From a marketing / business perspective, an important characteristic about baby boomers is that they are enterting retirement age at the time of this writing (2007), after enjoying work life during a relatively affluent period of American history, where they are perceived to have accumulated more savings compared to the generations before. In other words, businesses can come out ahead by marketing products / services to the baby boomers vis-a-vis older retirees.
|
|
|
|
|
|
|
|
