The 4th of 7 critical insights into the Mindset of the Boomer Generation
Insight #4 – Boomers aren’t true to brands, they just want choices
Believe it or not, the decades old myth that says people select brands early in life and never switch, does not apply to the Baby Boomer. And, it doesn’t apply to 91% of consumers who say that they don’t care about brand name, what they want is value. Today, new choices and new brands come along every day, what is important to the Boomers is the value delivered by the brand, not the brand itself.
Boomers want information about new options and they want choices. Present the information so they are informed and then let them make their own decision. Because they have been the generation most marketed to over the years, they know all of the marketing tricks and can see right straight through them.
Show Baby Boomers the big picture; they have learned to look at things from a Holistic point of view. Help them to see how your products or services fit into the more global view of things. Empower Boomers with options that allow them to express their individuality and give them a complete overview of all of the possibilities.
To put this in perspective, don’t just sell weight training as a way to preserve youth, present aerobics and yoga in the same fitness package. If you are selling casual clothing, offer all of the layers needed for a change of weather along with the appropriate shoes and accessories to move from casual to more dressy, from warm weather to cold. When selling a fast laptop, include the power to manage a company while sipping a smoothie at Jamba Juice. Include everything that is needed in one package, making life easier and you will be well on your way to attracting the Baby Boomer as a customer.