It’s something I’ve written about fairly often - the way that marketers tend to wrongly perceive mature age folks such as baby boomers; those people born between 1946 and 1964. Here’s a list of the top ten myths.

The list comes from Focalyst, a research company that focuses on baby boomers and mature consumers.

1. They are retiring early.

Only 11% of Boomers plan to stop working entirely when they reach the age of retirement

2. Boomers are downsizing their homes

75% plan to live in either a similar or bigger home five years from now

3. Most Boomers are married empty nesters

Only around 25% fit the profile of married with adult children who have left home.

4. They can be captured with mainstream advertising

66% say that ads have become more crude in recent years and over two thirds won’t buy a product if the advertising is offensive.

5. Boomers are brand loyal

Almost 66% of Boomers don’t believe it pays to loyal to one brand

6. Boomers are all wealthy

while Boomers account for about half of the nation’s net worth, only 9% are truly affluent

7. They are winding down

The average boomer regularly participates in an average of 10 activities

8. Boomers are technologically challenged

82% of Boomers are online with 64% having been connected for 6 or more years

9. Baby Boomers are the “Me Generation”

More than two-thirds of Boomers feel they have a responsibility to make the world a better place

10. They are all the same

Members of the Boomer generation are more different from one another when compared to members of either younger or older generations.

The Focalyst report on baby boomer myths goes into a great deal more detail with all sorts of fascinating info; well worth reading. You can download it here (free registration)

Related:

Marketing to seniors online