Contextualizing the baby boomer market within media and music and trends for the 50+ market. Video available soon. Fore more inf

1. meets
SHE SAYS
July 26th, 2012
Emily Lutzker, PhD
@lutzker

2. The 50+ Market is THE Market.
1946-1964
Baby Boom in the US
77 Million births
They are now ages 48-66
26% of the US population

3. The times they are a changing.
Baby Boomers 80% of personal
control over
financial assets and more than 50% of
discretionary spending power.
77% of all
They buy
prescription
drugs, 61% of OTC
medication and 80%
of all leisure
travel.
Source: BCG, Global Aging, Dec 2011

4. How much money are we talking about?
The 55+cohort
will account for
over HALF of
consumer
spending over
next 20 years.
Source: BCG, Global Aging, Dec 2011

5. How can we understand them?
Forever Young
The anti-aging industry will top $115 Billion annually in
2015
Still going at it
25% of boomers say they don’t want to retire
The Experience Economy
They see old age as a time of discovery and personal growth
rather than slowing down.*
Aging in Place
They are reluctant to move into nursing homes and assisted
living facilities

6. Not all Boomers are the same.
b. 1946-1954
Leading edge Boomer
b. 1955-1965
aka “Generation Jones”

7. All identify themselves with music:
“You’re more rocker than rocking chair.”
http://www.youtube.com/watch?v=u9_Dcg8hWuU&feature=player_embedded

8. Trend 1: Music as an emotional trigger
Popular music during formative years 18-22
Pre-boomer: the Silent Generation
b.1925-1945 >>>>>> 18-22 starting in 1943

9. Trend 1: Music as an emotional trigger
b. 1945 – 1954 >>>> 18 in 1963 (now age 58-66)
b.1954 – 1963 >>>>> 18 in 1972
(now age 51-58)
b. 1962 - 1967 >>>>> 18 in 1980 (now age 45-50)

10. Emerging trend 2: Design for All
Don’t add those safety bars
to the bathroom, make them
a design feature from day 1.
Make well-designed
products for EVERYONE.

11. Trend 2 (continued): Design for ALL
Don’t “age-market” me!
“Don’t call me ‘old’, ‘elder’
‘senior’, ‘silver’ and certainly
don’t call me ‘young lady’!”
-various respondents from Aging 2.0 roundtable, 2011

12. Trend 3:
50+ is sexy
84,685 Americans age 65 or older had
“In 2010,
cosmetic surgery, according to the society. That's a 21%
increase from 2009, when 69,685 older Americans had cosmetic surgery.
The most common procedures among seniors are facelift, blepharoplaty (eyelid
surgery), liposuction, breast reduction, and
breast lift.” (CBS News)
http://www.youtube.com/watch?v=1Pfa07ijUCE

13. Trend 4:
Innovative business models for healthcare, tech, consumer
products, and lifestyle.
Peer to Peer sharing and learning
Coupons and group buying
Aging in place / lifestyle communities
Looking to the future!

14. Future trends

15. Thanks!
Want to talk more?
(we have time. we are all living to 100.)
Emily Lutzker, PhD
@lutzker
http//www.openinvo.com
emily@openinvo.com