Research Topics:

Demographic Analysis

Industry/Market Focus:

Advertising Agencies

Content Type:

Glossary

Baby Boomers Definition

The large generation of Americans born after World War II. Usually defined as those born between 1946 and 1964.

The baby boom marks the sizable jump in American birth rates that occurred after World War II, generally between the years of 1946 and 1964. This generation, Baby Boomers, is a significant and influential demographic for population, consumer interest, customer preference and lifestyle trends. In the case of marketing research, determining the wants and needs of Baby Boomers is vital to remaining relevant in the marketplace. As they have aged, Baby Boomers have provided manufacturers, marketing professionals and those in the service industries opportunities to develop and offer new products and services. Those opportunities continue to present themselves to many entities – health care, recreation and financial services, to name a few – as Boomers enter their retirement years.

Who relies on Baby Boomers?

Because the baby boom generation is so substantial and vital in the marketplace, entities like marketing professionals, advertisers, manufacturers and service providers seek out research about and insights into the lives and buying habits of Boomers. Those findings are key to meeting that generation’s wants, needs, preferences and buying behaviors through product development and marketing efforts.

Why should I care about Baby Boomers?

Entities in business, marketing and product development must keep in touch with Baby Boomers because people of that generation possess a massive amount of purchasing power and continue to be influential in culture. Although members of the generation are approaching retirement, they continue to provide life to business and industry.