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Boomers Consumer Insights

Senior Renaissance
Brands are launching apps & activations that contribute to senior independence
Trend - Companies are debuting solutions that are geared toward connecting older demographics. Whether for the purpose of finding love or embarking on a new career path, these initiatives keep participants engaged and active.

Insight - Older consumers can often experience a sense of alienation, especially in today's environment which is increasingly fast-paced and demanding. However, many still have a desire to step outside of their comfort zone and embark on new experiences. This does not only allow older consumers to be active and—in some cases—healthier, but it also contributes to feelings of independence as individuals navigate different situations.
Workshop Question - How might you connect and empower an older demographic?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Monitoring Appliance
Brands are creating smart home appliances with health-tracking capabilities
Trend - Researchers and companies are developing smart home appliances—predominantly for the kitchen and bathroom spaces—that monitor and track usage. Coupled with tech-enhanced features, these products analyze consumer habits and waste, producing insight into their health in real-time.

Insight - Consumers—especially those part of an older demographic—become understandably concerned about their health as they progress in age. This causes individuals to be more mindful of their wellbeing over time by adopting healthy habits and keeping tabs on their wellbeing. In order to do so without stress, many turn to solutions that streamline the tracking and analysis of personal information in real-time. As a result, consumers gain peace of mind as they can identify any possible health conditions early on.
Workshop Question - How could your brand enhance your product/service to streamline an experience?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Skip-Generation Travel
Brands are compiling travel packages to suit grandparents and grandchildren
Trend - Companies are looking to customize the travel experience for consumers with various packages. In the family-friendly category, brands are recognizing skip-generation travel as being in-demand and as a result, many products and services are created to fill this space and appeal to grandparents and their grandchildren.

Insight - Boomers in retirement have free time and are eager to use it to strengthen their relationship with their grandchildren. As the Gen Z demographic tends to prioritize experience as much as personal possessions, space opens up here for brands to facilitate active environments that engage the interests of both grandparents and grandchildren.
Workshop Question - How would your brand approach the dynamic of the skip-generation?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Boomerpreneur
Support tools for Neo-Boomer entrepreneurs lean into the power of community
Trend - The life of an entrepreneur can often be a lonely one but increasingly, Neo-Boomer who own businesses are turning to resources that offer support from a community of their peers—offering them learning opportunities they otherwise would not have.

Insight - For both personal and business-related ventures, peer-learning and support is crucial in order for consumers to learn how to maintain the level of success they’re looking to achieve. In an increasingly interconnected world, consumers are seeking out new resources in order to achieve peer-to-peer support and coaching.
Workshop Question - What does community support look like for your target demographic? Is it found online or in-person?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Boomer Naturality
Aging demographics turn to purity-focused wellness to ensure contingent health
Trend - Though North American Boomers are widely known as a generation redefining age, they are still susceptible to the health concerns associated with aging. However, they are more open to alternative wellness products. This is why an increase in naturally health products for Boomers can be observed.

Insight - Boomers' focus on health is inevitably more urgent than younger demographics due to the natural effects that come with aging. As (largely) former hippies, many boomers are open to alternative wellness products that don't just prioritize reactive care, but preventative care as well.
Workshop Question - How could you reframe the life stages of your target demographic's age group to better suit their generation's behavioral nuances?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Boomerized Digital
Empowered Boomers turn to tech-powered fitness tools to stay in shape
Implications - An increasing number of fitness-related apps and devices are being used to encourage seniors to lead healthier lifestyles. These tools offer the dual functionality of allowing aging consumers to more seamlessly monitor their wellness paths, while staying abreast of emerging technologies. This confirms the appetite that many Boomers have to experiment and engage with technology more generally and speaks to the way technology facilitates more diverse expressions of wellness for this demographic.
Workshop Question - How might your brand use technology to better connect with Boomers?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Ageless Adventure
Rigorous outdoor activities open up to all age groups for inclusivity
Implications - Connotations around aging are evolving, and as consumers look to identify themselves beyond just a number, products and services are arising that allow aging consumers to feel young again. From all-age encompassing outdoor adventures to elements of education, brands are recognizing the desire from consumers to stay physically active, but to take risks as well, especially as they reach life stages that allow for more free time and leisure.
Workshop Question - How can you appeal to your aging consumers' sense of play and adventure? How could you incorporate those sentiments into your products and services?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Redefined Age
Baby boomers turn to spaces that evoke youthful nostalgia
Implications - Going against misconceptions that baby boomers in North America simply golf and go on cruises once they retire, individuals in this cohort are turning to a range of activities and spaces in which they're able to participate in what are traditionally considered to be youth-oriented activities. Such spaces cater to seniors seeking experiences that enrich their lives when they finally have time to do so, while rebelling against the stereotypes associated with their generation.
Workshop Question - How could your brand turn misconceptions about its targeted demographics around?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Extreme Aging
As an offshoot of potentialism, a market for Boomer adventure tourism is expanding
Implications - As ex-hippies, the aging Boomer demographic is not looking to simply relax during retirement. They are instead seeking new and exciting opportunities by way of adventure travel. This opens doors for cross-industry ideas positioning "aging" as a time for new opportunity, and signifies a cultural shift away from the old definition of what it means to grow older.
Workshop Question - How can you better serve your aging consumer?
2.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Life Stage Leisure
Social events tap into the hobbies and interests of older demographics
Implications - As brands look to create lifelong consumers, many are pivoting part of their focus towards the interests of older demographics including Boomers and seniors. By uncovering the passions and priorities of these inherently social consumer segments, brands are able to foster environments that empower older consumers to be themselves and create communities around shared interests. This seemingly unlikely shift in focus denotes the importance of remaining relevant to consumers through different stages of their lives.
Workshop Question - How much will your current branding resonate with your consumer's next life stage?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends