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| Mature Market News - Thought Leaders and Noteworthy Events |
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Attract Boomer Target Market With Comforts of Home The likes and dislikes of baby boomers, a singularly large and economically powerful demographic, drive most business and marketing decisions. Their love of convenience and comfort means restaurants and take-outs have begun to function, in many cases, as homes away from home. Baby boomers begin turning 60 next year, but they show no signs of slowing down. Already the buzz is that 50 represents the new 40, as the boomers redefine the mature market and look forward to active, engaged later years. Now reaching the apex of their careers and earnings, the baby boomers represent a target market truly essential to business and industry. Their preferences represent the driving force between any number of major marketing decisions and trends. For example, the popularity of the doggie bag surged ahead based on the boomers' busy lives and need for convenience, as well as their attempts to maintain portion control for the sake of health. The rise of restaurant leftovers also points to the baby boomer target market's reliance on restaurants as a source of daily meals. Time-impoverished baby boomers have developed a habit of eating out and, in a sense, established a closer and more familiar relationship with the restaurants they frequent. This is witnessed also in the rise of large restaurant chains featuring folksy, friendly staff, such as The Olive Garden or Outback Steak House. Such chains have also proliferated because they offer a happy medium between take-out joints and fancy eateries. Stressed out baby boomers like to take frequent nights off from kitchen duty, but few earn enough to pay for silver service on a regular basis. Most sit-down chain restaurants sprouted in response to the (largely suburban) boomer target market's demand for affordable places to sit down and relax. Indeed, while the baby boomer target market evidences a greater interest in food and culinary arts than previous generations ever did, most consider cooking a hobby, to be indulged when they have the leisure for it. While eating out was the exception for their parents, members of the baby boomer generation think little of heading out the door for a sit-down dinner or ordering in meals. Establishments and chains aiming specifically for the boomer target market also strive to furnish an atmosphere at once lively and cozy. Reflecting the homes of the baby boomers, such settings will probably hit the right note. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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