Who are Baby Boomers?
They are the generation of babies born during the 18 years immediately after 1946 to 1964.
Everyone thinks they are a niche market.
They are but. there are currently 1,068,250 people in NZ who are baby boomers representing 27% of NZ's total population.
The 50+ market is the fastest growing demographic in NZ as baby boomers enter their 50's.
Baby boomers are the most influential generation ever!
Not only because of their sheer numbers and wealth but because they have changed everything they have touched. They are young at heart and this will translate into changing market dynamics, social behaviour and of course brand purchases! They have challenged the status quo.
We've all known about the Baby Boomer trend for quite sometime but add the increasing influence of women as a power consumer and we have a major convergence of 2 trends - Baby Boomer women.
Fact: Women 40+ account for nearly 80% of all consumer household purchases.
NZ's most powerful person resides within this demographic.
She's not a politician, a fashion designer or a celebrity! But a
59 year old woman.
Why?
She is influential at 4 levels - peers and spouse, parents, children and grandchildren.
She is representative of NZ's most powerful consumer group who are taking more control of their lives. This translates into a major marketing opportunity for a large number of categories - from FMCG products to financial services, from over the counter health products to charities, to name a few.
