The purpose of this paper is to highlight the issues that arise for marketers and consumers in the branding of generational cohorts, with a focus on the baby boomers recent encroachment into the seniors market.
The paper reviews current knowledge of the brand characteristics of the baby boom generation and their consumption patterns compared to traditional seniors.
The paper finds that baby boomers, although now in their 40s to 60s, are perceived by marketers as a generational brand which is different from the objectively defined seniors market which, based on seniors membership organisations, starts at age 50.
Given the changing consumption patterns of baby boomers when compared with prior generational cohorts at the same age, brands need to reflect this generation's perceptions of itself to appeal the 50 plus market.
Because of the world wide phenomenon of the ageing of the population, the 50 plus market is the fastest growing and wealthiest market in developed countries. A better understanding of the influence of generational cohorts as opposed to age as a segmentation and positioning variable will result in more effective targeting of this cohort.
