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A generation that spans twenty years, adults born between 1946 and 1964 are a large group. In fact, in Central Minnesota, baby boomers comprise about 1/3 of the total adult population. They have tremendous buying power, are influential in business and industry, are well educated and are among the most-affluent consumer target available to businesses today. They are active, homeowners, and the generation splits between older boomers that are empty nesters and pondering retirement and younger boomers with kids still at home or in college and still managing heavy financial management issues with mortgages, vehicle payments and saving for college and retirement. Boomers influence significant buying power, philanthropy and investments - many have done well and are positioned well for retirement - many more have not and will have to work past the traditional retirement age to stay afloat. They generally live in modestly priced homes, balance family activities, financial issues in this tight economy and are trying to manage investment losses and position themselves for an uncertain retirement.
They tend to be married with children. They enjoy generally comfortable lifestyles, socializing with neighbors and co-works, as well as enjoying dining out and staying physically active. 60 is the new 30 - they are active with hobbies that include gardening, golf, health club memberships, volunteerism, travel and socializing with friends.
Boomer household incomes are generally higher than the average Central Minnesota household. They travel, often to family cabins in the Brainerd lakes area or Northern Minnesota. They golf, fish, spend extra time with family and friends and their discretionary income on hobbies and family interests. They spend significantly on looking younger and invest heavily in ways that make them feel and look young. Boomers are the premier audience to receive advertising messages.