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TARGET
MATURES: The 75 million Americans now classified as Baby Boomers account for more than 25% of the U.S. aggregate income. Recent studies have shown that for the most part this market is sophisticated, active and willing to try new products. As a group, they are prepared to spend a greater proportion of their income on indulging themselves than all other segments in the population. They are looking toward a new lifestyle of spending more on personal indulgences: from health and beauty aids to looking young as they age, to food products with extra nutritional value, to fashion apparel, to travel, to having more leisure time, to time sharing and owning condos as second homes, to owning exciting and expensive vehicles, to traveling. This highly educated market is affluent, is into personal computers and online shopping, mutual funds, as well as new financial opportunities, second careers, etc., However, recent studies by Mature Marketing & Research showed that the vast majority of this “Boomer/Maturing Market" is unhappy with the marketing approaches used on them. Too many advertisers look upon the Boomer/Maturing/Mature Market as a homogeneous group. In reality it is quite diverse and encompasses a number of different and distinct age and attitude segments. What
is the key to effectively marketing to this group? Savvy marketers and advertisers are taking the time to identify those Maturing/Mature Market segments that are now, or potentially may become, users of their product/service category—as well as what motivations are key to each sub-segment. They are doing so by becoming pioneers in researching the Boomer, Maturing and Mature markets---with the assistance of
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