YourGeneration Baby Boomers

One of the world’s undeniable demographic truths is that we are, collectively, getting older. But not only are we living longer, we are typically healthier and wealthier than previous generations.

The official definition of a Baby Boomer is someone born between 1946-1964, so they are currently in their early 40s through to their early 60s. They represent a significant and growing sector as Boomers currently make up 32% of the total UK population and are now responsible for nearly 80% of the country’s wealth and one third of all consumer spending.

So why do so many companies seem paralysed to exploit this lucrative life-stage group? Businesses are still spending anything up to 95% of their marketing and advertising budgets on the under 45s. Worse, the over 45s recognise this and feel ignored.

Marketing and, particularly, advertising, has tended to be the province of a younger generation but consumers are ageing and the marketing community has not prepared itself to communicate with them. Given the size and financial power of the Boomer demographic, YouGov’s new tracker, YourGeneration, is providing the opportunity for the lost generation to be found.

The YouGov panel in the UK has 60,000 Boomers on it, all of whom are easily accessible and active in a huge number of categories. YouGov has created a syndicated tracking service for clients to be able to quantify and track attitudes to life, marketing, categories and brands of the business-critical Baby Boomer demographic in the UK.

YourGeneration Baby Boomers is a quarterly tracker, with the core topics coverage on each survey and the following additional modules in the first year:

• Q1 Marketing and Communications
• Q2 Technology and Health
• Q3 Financial Services and Retail
• Q4 Media and Leisure
• In addition, limited space will be reserved on each survey for exclusive client questions on a first-come, first-served basis

YourGeneration provides a thorough understanding of the attitudes, lifestyle and behaviour of Baby Boomers in the UK, helping businesses to identify opportunities and effective ways to communicate with this ever-expanding sector.

For more information on YourGeneration Baby Boomers:

Contact John Blake

E: john.blake@yougov.com
T: +44 (0)20 7012 6080