Posted by: David | January 17, 2011

Engage: Boomers … Sage Advice

MediaPost Publications has an interesting blog called Engage:Boomers, which dispenses insights and advice for marketers on how to reach out to Baby Boomers (born between 1946 and 1964), the first of whom turned 65 on Jan. 1.

A recent post identified “10 Behavioral Distinctions of Older Customers,” i.e., the leading edge of the Boomer generation.

Let me quote from No. 8, regarding discretionary purchases.

Older customers tend to:

  • Have a decreased sensitivity to price
  • Increased sensitivity to affordability; and
  • Sharply increased sensitivity to value.

In other words, their decision making is not a single step, or simple, process.

We are still complex, after all these years.


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