Shopper Marketing - February 2016 - 20


PROGRAMS

Don't Forget About
the Boomers
Catapult executives say marketing dollars need to
align with purchasing power of older generation
By Samantha Nelson

Minneapolis - While marketers often focus on
finding new ways to reach tech-savvy Millennials, they might want to redirect their attention to another Internet-proficient generation:
Baby Boomers. In a session at the Shopper
Marketing Conference & Expo in October titled
"The Coming Age Wave of Shoppers: So Many
Seniors, So Little Insight," Catapult group account director Alysia Ross discussed the importance of targeting a cohort that was only
recently surpassed by Millennials as the country's largest generation.
"Why are marketers so preoccupied with
Millennials?" Ross asked. "The boomers outspend Millennials 2-to-1 in online purchases.
This is not a group that should be ignored."
Despite the buying power of those over the
age of 65, who will make up half of the U.S.'s
population by 2017, Ross says, only 10% of advertising dollars is spent on Boomers. Part of
the problem is that marketers are often working off of flawed assumptions about the generation. "There's this pervasive idea that you
think about a Baby Boomer as someone who's
retired, they're an empty nester and they've
been devastated by the economy," said Beth
Craig, director, insights, at Catapult. "Quite
honestly, when you talk to Boomer shoppers,
20

y SHOPPER MARKETING FEBRUARY 2016

Catapult's Beth Craig says marketers mustn't
work off of flawed assumptions about the
Baby Boomer generation.

this isn't how they perceive themselves at all.
Whether they are retired or not their lives are
busier today than they've ever been."
Catapult conducted proprietary research
and focus groups with Baby Boomers to better understand their needs and found plenty
of diversity among the demographic. On the
younger end of the cohort, 44% had a full-time
job. Some had part-time jobs and devoted
other time to art projects. Even retirees kept
busy with travel, golf or acting as caregivers.
Whether because they had children later in life



Table of Contents for the Digital Edition of Shopper Marketing - February 2016

Contents
Shopper Marketing - February 2016 - Intro
Shopper Marketing - February 2016 - 1
Shopper Marketing - February 2016 - 2
Shopper Marketing - February 2016 - 3
Shopper Marketing - February 2016 - Contents
Shopper Marketing - February 2016 - 5
Shopper Marketing - February 2016 - 6
Shopper Marketing - February 2016 - 7
Shopper Marketing - February 2016 - 8
Shopper Marketing - February 2016 - 9
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Shopper Marketing - February 2016 - 11
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