| One of the largest markets for wellness | | | | approach the "aging process" as a |
| products, is targeted directly at the needs | | | | not-so-inviting-prospect. Indeed they are |
| and concerns of the "baby boomer" generation. | | | | doing everything in their power to slow down |
| | | | this process and to extend their lifespan |
| This generation, defined as those born | | | | with quality years. As one marketer |
| between the years 1946 and 1964, represents | | | | commented: "They are entering middle age |
| the most affluent and influential section of | | | | kicking and screaming." |
| the economy. | | | | |
| | | | In response to the realities of getting |
| Over 90 million strong in the U.S. and | | | | older, the baby boomers have discovered a new |
| Canada, the "baby boomers" have had a | | | | appreciation for, and an active persuit of a |
| dramatic effect on every facet of life. As | | | | healthier lifestyle. They are watching their |
| this market segment has moved through life, | | | | diets, exercising more, and beginning to look |
| they have literally dominated the | | | | seriously at natural/alternative and |
| marketplace. When they were infants, the | | | | preventative healthcare. As a result, the |
| marketplace responded with the prepared baby | | | | Diet and Nutrition and Personal Care |
| food industry--resulting in supercharged | | | | industries are now estimated to be a 56 |
| growth in that market....from 270 million | | | | Billion dollar annual market. They are |
| jars per year to 1.5 billion jars. | | | | expected to double in the next five years |
| | | | alone! |
| When the boomers reached their early | | | | |
| childhood, the market responded with | | | | This is the marketplace that 'wellness' |
| Frisbees, Hula Hoops, Skateboards, | | | | products and services are targeted at. |
| TinkerToys, etc.....billions of dollars | | | | Products that are specifically designed and |
| worth! | | | | formulated to address the needs and concerns |
| | | | of this aging population are perfectly |
| As the teenage years came along so did the | | | | positioned for growth and profits. |
| advent of fast food franchises such as | | | | |
| McDonalds, Burger King, Kentucky Fried | | | | As a great marketing guru once said..."To be |
| Chicken, etc. Franchisees became rich as the | | | | successful, always ride the marketing horse |
| baby boomers filled up on french fries, | | | | in the direction it wants to go." That |
| burgers, and soft drinks. | | | | marketing guru was my grandfather. He did not |
| | | | realize how profound his words would become. |
| Community infrastructure was also | | | | The baby boomers have spoken with crystal |
| dramatically effected. Elementary and High | | | | clarity...they want high quality, natural |
| Schools were built at a break-neck speed to | | | | healthcare products that make them feel and |
| accomodate this generations educational | | | | look younger, give them increased energy, |
| needs. Social programs were implemented as a | | | | enable them to control weight, help them |
| direct result of the huge numbers of new | | | | strengthen their immune systems, and give |
| problems and opportunities that this massive | | | | them a high quality of life. |
| group created. | | | | |
| | | | Dr. Ken Dychtwald, author of AgeWave, states |
| Young adulthood brought with it changes in | | | | it this way..."Entire industries will rise |
| fashion preferences...which resulted in | | | | and fall in response to this anti-ageing, |
| marketing phenomenons such as The Gap which | | | | anti-obesity, pro-longevity obsession." He |
| went from $600,000 in sales in 1969 to 99 | | | | goes on to say..."With the middle-aging of |
| Million in 1976...today those figures are off | | | | the boomers, we are beginning to feel the |
| the map. | | | | impact of the demographic 'age wave', whose |
| | | | mass and force will ultimately challenge |
| According to a report on CBS news, this same | | | | every aspect of our personal, social, |
| baby boomer generation now accounts for an | | | | financial and political dynamics". |
| incredible One Trillion Dollars in annual | | | | |
| income! The marketplace continues to respond | | | | As has been the case from the birth of the |
| to this generations every whim.... now when | | | | first baby-boomers, there now exists |
| you hear a music background for popular | | | | tremendous opportunity for companies and |
| advertisements, it is likely to be an old | | | | individuals who recognize the trends, and are |
| tune from the 60's, and 70's. | | | | able and willing to capitalize on them. You |
| | | | can be such an individual by recognizing the |
| As the baby boomer generation enters the | | | | opportunity that wellness products present. |
| fifth decade of life they have begun to | | | | |