Now Trending: Baby Boomers

NOW

T R E N D I N G : G E N E R AT I O N S

BOOMERS

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Numbered at 73 million, Boomers are often overlooked but harbor big opportunity.

Who are they?

Baby Boomers, a generational cohort born between 1946 and 1964, were the first generation born in the years following World War II. Boomers grew up with more favorable financial circumstances than younger generations and have more spending power today than Millennials or Generation Z. They are often overlooked but harbor big opportunity.

Never before has there been a time like this in terms of the changing balance between old and young with Boomers set to hugely impact the market.

Demographics •

Born between 1946-1964, and are currently between roughly 56 and 75 years old

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Boomers represent approximately 73 million Americans and are the second largest age group after Millennials, born from 1982 to 2000

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NOW TRENDING: GENERATIONS // BOOMERS

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Sources: The Ebco, Forrester

@cildugi

im

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What do they value?

How do they see themselves?

How do they shop?

How much are they spending?

Anything else?

Interpersonal relationships; success signaled by "the corner office"; prioritize health and wellness above all else as they take on the effects of aging

Boomers are aging but vibrant, in a time of transition in which they're facing physical challenges but taking them head on and eliminating stigmas.

Largely brand loyal, valuing great customer service, loyalty programs, and exceptional in-store and online experiences.

They outspend younger adults online 2:1 on a per-capita basis. Boomers also spend more than other generations by an estimated $400 billion a year. As they become more tech savvy, they are outspending other generations in dollars and time spent online.

Boomers are pioneers of social change, concerned with things like sustainability, acting as the financial force behind such trends.

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WGSN

The New York Times

Advanced Style

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Pantene Japan

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NOW TRENDING: GENERATIONS // BOOMERS

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Lifestyle Trends Culture •

Becoming increasingly tech-savvy as new tech helps them stay socially connected

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As the original pioneers of social change, they are more likely to identify as environmentally conscious and proactively look for energy-efficient products to purchase

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Boomers are "aging in place" and aren't heading in droves to elder housing, doing away with typical patterns

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Seeking the companionship of pets as they become empty nesters or lose a spouse

Workplace •

Born in a prosperous post-WWII era, Boomers adhere to values like work ethic and optimism about the future

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The number of retired Boomers rose more from 2019 to 2020 than in prior years. The job losses associated with the COVID-19 recession may be contributing to the jump in Boomer retirements.

Retail & Consumption

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Boomers have more disposable income than any other generation and are doing half of the spending in the US

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Top spending categories include pets, housing and healthy food

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Trusted household names resonate with Boomers as well as those harboring a bit of nostalgia

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Convenience translates to loyalty which is reflected in Boomers' prioritization of Amazon as a favorite CPG brand

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Value quality of product, marketing, and customer service. The vast majority also expect some level of discount before considering making a purchase.

Sources: The Ebco, WGSN

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Our approach There’s an important connection between packaging design and functionality and consumers' evolving needs and lifestyles. We work to understand consumer behavior and the influence of generational dynamics on spending patterns and product selection so that your packaging not only connects with consumers, but outperforms their expectations.

When this happens, you are able to drive success with product longevity, brand loyalty and even evangelism. We can help you get there.

Let us show you what the implications of generational lifestyle trends mean in terms of consumer packaged goods (CPG) procurement, packaging design features and functionalities. Now Trending in the Boomer Generation: Accessibility, Empowerment and Responsibility.

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PA C K A G I N G I M P L I C AT I O N S

Herbal Essences' new sensory enhanced bottles make it easier for visuallyimpaired consumers to differentiate between shampoo and conditioner.

Herbal Essences®

ACCESSIBILITY BOOMER PRIORITIES •

Personalization and customization

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Goof-proof delivery and usage cadence

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Convenience and user-friendliness

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Familiarity and brand trust

WHAT THIS MEANS FOR PACKAGING

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Grip-able and ergonomic

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Legibility and low vision solutions

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Simple, clear designs

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Right-sized to avoid waste and encourage trial

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Ease of opening, closing, and dispensing

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Secure reseal

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Continuous sprays

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Targeted application

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Nostalgic branding

NOW TRENDING: GENERATIONS // BOOMERS

Ensure Compact

Bird Rock Coffee Roasters

Vinebox

TricorBraun Solution The Halo Multi-Stream Closure quickly covers a larger surface area compared to competitive multi-orifice push-pull options.

Persona Vitamins

Maxwell House

Jif

Advil

Reese's

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PA C K A G I N G I M P L I C AT I O N S

Better Not Younger

Roman

Pepper & Wits

EMPOWERMENT BOOMER PRIORITIES •

Embracing the notion of "aging with grace" via pro-aging personal care products

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Focusing on wellness and self-care rather than trying to fix perceived flaws

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De-stigmatizing products related to aging

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Discreet shopping and delivery

WHAT THIS MEANS FOR PACKAGING •

Modern and discreet

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Direct-to-consumer (DTC)

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Premium look and feel

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Contrasting surface effects

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Use of legible, yet playful, fonts

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Targeted application

John Frieda

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NOW TRENDING: GENERATIONS // BOOMERS

Equelle

Hims

Ayuna Korres Meno-Reverse

Women experience a 30% loss of collagen during menopause.

Korres' Meno-Reverse line is specifically designed for evolving skin care needs.

Aurum

Pause Well-Aging

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PA C K A G I N G I M P L I C AT I O N S

Loop

Clorox

RESPONSIBILITY BOOMER PRIORITIES •

Sustainability

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Brands that align with causes close to them

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Value for the money

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Waste-free trial

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Refill and subscription models

WHAT THIS MEANS FOR PACKAGING

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Durable enough to withstand the ecommerce journey

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Plant-based and compostable materials

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Post-consumer resins

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Refillable cartridges

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Smaller sizes for concentrated formulas

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Flexible

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Accurate dosing

NOW TRENDING: GENERATIONS // BOOMERS

Perennial

Seventh Generation

Mr. Clean

Myro Deodorant

Olay

Nature's Way

Tide

TricorBraun Flex Solution Biotrē 3.0 is a fully compostable, plant-based, high barrier flexible material

Trader Joe's

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NOW TRENDING: GENERATIONS // BOOMERS

The Boomer impact on retail •

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84% of Boomers prefer to shop in-store, but are also among the most at risk in terms of the pandemic. COVID-19 has accelerated ecommerce adoption among Boomers.

92% of Boomers are shopping online, spending an average of $203 on each online purchase, far greater than Millennials.

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61% of older shoppers are leveraging delivery services now more than they used to

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Boomers account for approximately $230 billion in US CPG sales, spending close to 50% of all CGP dollars, yet less than 5% of advertising is geared towards them.

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Boomers are seeking to make wise choices with their spending and aren't interested in "cheap", but rather, keen on value.

Knowing this, how can brands connect with them?

Experience •

While Millennials see brands as an extension of self, for Boomers, brands are a solution to a problem or an aid for an ailment. Reach them via clear, empowering messaging that de-stigmatizes aging.

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Help build digital confidence by creating a seamless, accessible online experience for new users

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Provide timely, "goof-proof" DTC subscription models

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Offer value and familiarity via private label products

Packaging •

Universally accessible, especially for those with limited dexterity or impaired vision

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Must be suitable for both brick & mortar and ecommerce channels (able to withstand shipment, but display-worthy)

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Transport products safely while building a connection between brand and consumer via unboxing theater

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Visual and tactile effects achieved through material selection

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Using inclusive, clear, on-pack messaging and modern, upscale design to combat stigmatized categories

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Balance sustainability with value for their money via refillable and right-sized offerings

Sources: Nielsen, Salesfloor, Miva, NRF

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