Abstract
This report will help marketers develop communications to resonate with different segments of Baby Boomers.
Baby Boomers face unique challenges and opportunities as a result of changes in technology, workplace policies, economic conditions, healthcare, and public policy. These changes affect subgroups of the generation in different ways, depending on economic situation, lifestyle and attitudes.
Understanding the impact of these changes, and how segments of Baby Boomers approach diverse situations, will help financial services firms target products and services. An in-depth examination of Baby Boomer attitudes about finances can also help you understand ways to help pre-retirees with their financial planning.
Thus, this report examines:
- Attitudes toward finance and different types of financial service providers
- What types of planning Boomers have undertaken
- Which Boomers are most likely to have done some planning, and what barriers inhibit some from doing so
- Current ownership of financial products
Baby Boomers, the generation born between 1946 and 1964, are aged 43-61 in 2007.
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