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Title: Baby Boomers in the U.S.
Published: May 2006

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The following is the abstract from the full report:
As the first wave of Baby Boomers turn age 60 in 2006, Packaged Facts presents an all-new report on the attitudes, preferences, and shopping behaviors of this cohort across a wide range of U.S. markets. Born between the years 1946 and 1964, this diverse, individualistic, and demanding generation accounts for nearly one in three Americans today, and their insistence on maintaining youthful, active lives far into the future provides a clear opportunity for marketers to “age up” their products and services to suit the evolving needs of these affluent architects of American Youth Culture.

Drawing on uniquely cross-tabulated Simmons Market Research Bureau survey data, along with government and private sector data sources, this report explores the many drivers of Boomer behavior, with a particular focus on the responsibilities occasioned by life stages such as parent- and grandparenthood, divorce and remarriage, empty nests, and retirement or semi-retirement. The report describes emerging Boomer-centric marketing campaigns and suggests how marketers can respond to and anticipate preferences and behaviors across industries. Extensive analysis of consumer survey data, in combination with wide-ranging qualitative market analysis, provide a comprehensive outlook on how this economically and socially powerful cohort will continue to redefine attitudes about everything from personal style to professional know-how far into the 21st century.

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