Despite the conventional wisdom that says otherwise, members of the Baby Boom generation can be swayed from their existing product loyalties. That's actually a big deal, since it was previously held as gospel that Boomers were stuck in their buying habits and could not be switched. But a new study co-produced by the AARP shows that 60 or more percent of these folks - as well as their parents - do some sort of brand research before buying. The numbers of those people who are open to trying new things (NOT LIKE THAT!) varies from one product category to the next, but the idea that Boomers can be influenced by marketing or other messages is as close to Luther hammering a note to the door of the Catholic church as you can get in the industry.Boomers can be marketed to
Despite the conventional wisdom that says otherwise, members of the Baby Boom generation can be swayed from their existing product loyalties. That's actually a big deal, since it was previously held as gospel that Boomers were stuck in their buying habits and could not be switched. But a new study co-produced by the AARP shows that 60 or more percent of these folks - as well as their parents - do some sort of brand research before buying. The numbers of those people who are open to trying new things (NOT LIKE THAT!) varies from one product category to the next, but the idea that Boomers can be influenced by marketing or other messages is as close to Luther hammering a note to the door of the Catholic church as you can get in the industry.
1. It could be that with so many baby boom retirees that towards the end of their lives they are more open to new things and experimentation rather then abiding by a single brand name.
Posted at 7:12PM on Sep 29th 2006 by Matthew Peschong