American society is confronting a demographic challenge that will forever change what it means to grow old. Behind these tectonic shifts in attitudes and beliefs, the baby boom
generation continues to revolutionize and redefine every life cycle it passes through.
Born between 1946 and 1964, Americans who grew up in the era of "peace, love and rock and roll" are at the crest of an aging revolution. According to AARP, the nation's largest
organization serving people aged 50-plus (AARP officially changed its name in 1998 to downplay the retirement theme), boomers will soon comprise over 75.8 million Americans. Every
7.5 seconds, another person turns 50. This means each day brings 1,200 new boomers, a total of four million a year for the next decade.
But their numbers are only part of the reason why boomers are changing the concept of aging. According to research AARP has recently conducted, boomers differ as healthcare
consumers compared to previous generations. Reflecting the rise in life expectancy from 69.7 years in 1960 to 76.5 years in 1997, AARP research shows that rather than slowing down
to retirement and empty nests, boomers are remarrying, becoming parents for the first or second time, becoming grandparents, caring for parents, and changing careers.
To understand the needs and aspirations of boomers, AARP has invested heavily in new research through focus group research and several national surveys. This research, used to
revamp AARP'S image and products, reveals that boomers have a positive outlook about their future. Most boomers think they will live longer, healthier lives than their parents and
only a third believe they will have to scale back their lifestyle when they retire.
While many boomers feel financially secure, they share a number of concerns about the future, which affect how they respond in the marketplace. Specifically, boomers have begun
to experience problems related to aging, such as high blood pressure, heart disease, diabetes, arthritis, visual impairments and hearing loss. For this reason, they are making a
partial transition to the "mature" market with increased purchases of cholesterol-lowering drugs, functional foods, dietary supplements and reduced-fat and -calorie foods.
As they begin to tackle the problems of aging, boomers are taking a more pro-active approach to their healthcare decision-making. Rooted in their belief that they can always
take care of themselves, boomers view healthcare professionals as partners, not authority figures. For this reason, they want to be well informed about their treatment options and
prefer to access multiple information sources rather than a single, authoritative source. AARP surveys find that boomers are computer-literate; 34 million AARP members have
computer access and the vast majority--70 percent--are younger members (aged 50 - 60).
Forty-two-year-old AARP has extensively researched the boomer market primarily to flourish; it must convince boomers that it is relevant to their lives. But many healthcare
marketers must also capture the hearts and minds of this unique and influential demographic group; they share the challenges boomers have presented to AARP. A number of lessons,
learned through AARP's research, are relevant to any group marketing to boomers. New universal truths important to PR and marketing people include:
- Boomers are adamant about how they want to be characterized. Don't use portrayals of aging that imply fragility and vulnerability.
- Boomers want choice and prefer to have their options laid out like a smorgasbord.
- Boomers are technologically savvy and regularly use the Internet to access health information. They like consulting numerous sources, so providing links to different Web sites
is a plus. - Web sites and publications that target boomers should look sharp and provide a quick read.
- Boomers are called the "sandwich generation" because they often give care both to their children and aging parents. For this reason, it is important to consider boomer
characteristics when promoting products and services for both children and people aged 65+.
Just as advances in medicine and technology are transforming the future of healthcare, so too will the baby boom generation change the way health-related products and services
are marketed and sold. Speaking the same language and being relevant to boomers' lives will enable marketers to both make the sale and take advantage of the lucrative longevity
bonus that is now shaping the healthcare landscape.
Nancy Glick is Senior Counselor for Health, Nutrition and Consumer Issues at Hill and kNowlton, Washington, D.C. Reach her at 202/944-5186 or at [email protected]
Think Like a Boomer
Every day, more than 10,000 Americans hit the big five-o. By the end of 2005, there will be more than 85 million Americans over the age of 50. According to a 1,400-person
opinion poll conducted on AARP's behalf, baby boomers have unique expectations for the future:
- 80% plan to work at least part-time during retirement.
- 72% have already given a lot or some thought to retirement.
- 69% are very or fairly optimistic about what retirement will be like.
- Only 35% expect they will have to scale back on lifestyle when they retire.
- 70% do not want to depend on their children during retirement.
- 67% say their generation will live longer than their parents' generation.
- 56% believe that their generation will be healthier than their parents' generation.
Source: AARP Study "Baby Boomers Envision Their Retirement," February 1999, conducted by Wirthlin Worldwide.