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Understanding Baby Boomers

Armida Ascano Dives into the Differences Between Boomer Generations
Grace Mahas
March 23rd, 2023

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Did you know that generational categories like Gen Z, Millennials, and Baby Boomers only scratch the surface of the true characteristics of each generation? In an era marked by rapid transformation and technological innovation, understanding the differences within these larger groups is becoming increasingly important. This is where micro-generations come in, offering a deeper level of specificity that can help businesses understand their customers and develop effective marketing strategies.

In Trend Hunter's Innovation eLearning series on YouTube, Chief Content Officer Armida Ascano explores the unique characteristics of micro-generations, providing a nuanced understanding of each group. Ascano argues that by breaking each macro generation into two or three sub-groups, a deeper level of understanding can be achieved.

Leading Boomer Micro-Generation

The Leading Boomers, born between 1946 and 1954, are the true post-World War II Boom generation. Growing up during a time of rapid industrial and economic expansion, they experienced a sense of positivity and prosperity following the war. However, as they grew older, they faced disillusionment and became motivated to drive social change. This group is characterized by their charitable contributions, with Leading Boomers making up 35% of the largest charitable donations in the United States.

Neo Boomer Micro-Generation

The Neo Boomers, born between 1955 and 1964, were exposed to a different set of cultural and historical events that shaped their perspectives. Their childhood saw the introduction of color television and the chaos of the Cold War, leading to a culture of self-preservation that manifested as rebellion against the government. Neo Boomers are characterized by their neutral perspective on society, rather than a government-first outlook.

Redefined Age

Ascano showcases the Redefined Age insight as an example of successful marketing to the Boomer Micro-Generations. This insight highlights products and services targeted towards Baby Boomers that defy traditional expectations for this age group, such as modern streetwear, speed-dating events for seniors, and outdoor survival courses. By understanding the specific characteristics of the Leading Boomers and Neo Boomers, companies can tailor their marketing efforts and better connect with these two distinct sub-groups.

As new trends emerge and consumer demands shift, understanding the nuances of each Micro-Generation is essential for success in business and in life. By breaking down macro generations into sub-groups, such as the Leading Boomers and Neo Boomers, a deeper understanding of their values and perspectives can be achieved. This understanding allows companies to develop more targeted and effective marketing strategies.

Stay ahead of the curve and learn more about the Micro-Generations in Trend Hunter's Free >2023 Trend Report.
References: youtube