Trend Hunter's Chief Content Officer, Armida Ascano, covers the two Boomer Micro-Generations in detail in one of Trend Hunter's Innovation eLearning YouTube videos. In this insightful video, Ascano outlines that Boomers are more accurately separated into the Leading Boomers and the Neo Boomers, our in-house names for the older and younger generations of Boomers. This distinction is important as these groups behave quite differently, and are often lumped together in media and marketing.
Ascano defines the Leading Boomers as individuals born between 1946 and 1954, explaining that this group is the true post-WW2 Boom generation. Examples of key factors in the upbringing of the Leading Boomers are the fact that their early childhood surrounded rapid industrial and economic expansion, leading to a sense of positivity and prosperity following the war. However, as this generation grew older, they were faced with disillusion, being exposed to the harsh realities of society, causing a motivation for reform. Today, this group contributes the largest amount of charitable donations in the United States, totaling 35%.
The Neo Boomers were born between 1955 and 1964. This group has key differentiators that make its distinction from the Leading Boomers important. This group's childhood saw the introduction of color television, quickly followed by the chaos of the Cold War. This lead to a culture of self-preservation in this age group that manifests itself in the form of rebellion against the government, analyzing society from a neutral perspective rather than a government-first one.
Ascano offers the Redefined Age insight as an example of effective marketing toward the Boomer Micro-Generations. This insight covers services and products targeted toward Baby Boomers that are atypical to the age group, such as modern day streetwear, seniors-focused speed-dating events, and outdoor survival courses for seniors.
For more information on the Boomer Micro-Generations, check out Trend Hunter's Free 2023 Trend Report.
Boomer Micro-Generations
Trend Hunter Covers the Important Differences Between Boomer Generations
Trend Themes
1. Boomer Micro-generations - Emergence of nuanced segments within the boomer generation presents opportunities for targeted communication strategies and specialized products and services.
2. Redefined Age - Capitalizing on the cultural and social context of boomers, brands can cater to the boomer market with innovative products, services, and marketing initiatives.
3. Ageless Attitude - With the expansion of boomers with explosive tech innovations, brands can develop opportunities for personalized and relevant experiences to help boomers stay empowered and creative.
Industry Implications
1. Healthcare - Healthcare organizations can create specialized healthcare services for boomers based on their specific beliefs, attitudes, and lifestyles, such as anti-aging therapies and metabolic health solutions.
2. Fashion & Lifestyle - Creating unique and trendy clothing lines, fashion and lifestyle brands can address the need for modern and youthful fashion in the boomer demographic and appeal to the distinct needs and interests of the Leading Boomers and the Neo Boomers.
3. Technology - Brands can leverage technology to develop innovative and personalized products and services, including devices and applications that cater to the transitional needs and interests of boomers from different generations.