NEWS RELEASE
Recession? What recession? Boomer men are ready to spend – today.
Analysis of Natural Marketing Institute (NMI) survey data plus new insights about Boomer male sociology demonstrate that marketers should not ignore this cohort.
(July 8, 2009) – Brent Green, author of Marketing to Leading-Edge Baby Boomers and Boomer marketing authority, and Steve French, Managing Partner of NMI, today revealed analysis of findings from NMI’s annual Healthy Aging/Boomer Database® consumer research. The survey was fielded in January 2009 among 3,100+ U.S. general population adults.
These findings corroborate emerging cultural changes and marketplace behaviors that, when combined, point to a consumer revolution around aging and masculinity. “An abundance of 50+ Boomer men promises to inculcate new vitality to masculine aging,” said Brent Green. “Boomer men are making deliberate and proactive lifestyle choices, and this is being revealed through NMI research, consumer behavior, and brilliant marketing nuanced for generation and gender.”
While much has been written recently that identifies women aged 40+ as today’s power consumer, NMI’s Managing Partner Steve French cautions that Boomer men should not be ignored by marketers. “Boomer men are less affected by the recession than women. In fact, forty percent of men do not feel the amount of stress in their lives has increased due to the current economy while less than thirty percent of women feel that their stress level has not increased. Men are also more likely to spend versus save and make impulse purchases. They represent tremendous targeting opportunities across a range of industries.”
With more than $1 trillion in spending power, Boomer men are also more likely than women to buy brand name products, particularly at the grocery store. NMI found that about half of men are willing to purchase national brands over store brands as opposed to one-quarter of women. While shopping was once considered a woman’s domain, men are increasingly playing a role or even becoming the primary shoppers for their families. Less than a decade ago, men accounted for only twenty percent of primary grocery shoppers, but today one-third are doing the majority of their household grocery shopping.
More information can be found in this new white paper entitled Back in the High Life Again: Soaring Opportunities to Market to Baby Boomer Men, which was co-authored by NMI’s Steve French and Brent Green of Brent Green & Associates, Inc.
To receive a copy of the white paper, email Brent Green. To learn more about marketing to Boomer men, visit this website.
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