NEW YORK—Edelman has created a new Boomer Insights Generation Group, which will specialize in communications marketing strategies to reach and activate boomers. The group will work with clients to hone their conversations and relationship-building with boomer influencers identified as “Bull’s Eye Boomers” in recent research conducted by StrategyOne, the market research company owned and operated by Edelman.
According to Jody Quinn, executive vice president and founder of Edelman’s new Boomer Insights Generation Group: “The launch of the Boomer Insights Generation Group was inspired by the firm’s existing experience and interest in boomers, as well as a growing roster of clients and prospects in need of boomer-related solutions.”
Boomers currently represent 24 percent of the U.S. population, and the Boomer Insights Generation Group will offer clients specific research built around proprietary results of the StrategyOne/Edelman Boomer Insights & Implications Study. The study revealed that 28 percent of people born between 1946 and 1964 do not consider themselves “baby boomers” partly due to their ages at the margins, but partly because of their rejection of current popular stereotypes. Moreover, of the more than 70 percent of self-defined boomers, 72 percent feel mainstream news and media try to appeal to a younger age group.
“Throughout the study, we were surprised to learn that although boomers have spent a lifetime pressing for equality, there are significant gaps between the genders’ attitudes on their opportunities in life, what issues really matter to them and how stressed they feel,” says Laurence Evans, president of StrategyOne. “With the highly contested election year now in progress, and boomers being the largest age-defined voting bloc, we have found interesting gender-related differences that could shape the debates to come.”
The research also revealed gender-related gaps among boomers with regards to broad topics such as globalization and healthcare. Bya two-to-one margin, surveyed men more than women believe globalization provides a greater choice in products. However, 29 percent of surveyed women, versus 19 percent of surveyed men, say they are primarily loyal to one brand, and only one quarter of boomers of both genders is loyal to one brand.
In the healthcare arena, 81 percent of women and 65 percent of men believe the government has the greatest responsibility to provide affordable medications to adults age 65 and older. Women also cite lack of money as the greatest challenges faced when trying to maintain or improve overall health and wellness, with 45 percent of women and 40 percent of men surveyed citing stress as the second greatest challenge or barrier.
The new Boomer Insights Generation Group is managed by New York-based Quinn and Marilynn Mobley, a senior vice president based in Atlanta. Mobley is a longtime boomer blogger who researches and writes about “boomer-hood.”