Research International has conducted research into baby boomers, the generation born after the end of the first world war. Jane Gwilliam, managing director of Research International UK commented that the findings of the report carry messages of vital importance to all advertisers and marketers of international brands. “Understanding what makes Boomers tick and what turns them off can make the difference between success or failure in marketing to this group. We showed them a number of images and ads and there was a universal rejection of a number which they felt patronised them. This group wants to be respected and humoured, but they are deeply suspicious of product claims unless they are well substantiated. There attitude to brands is that the product has to be subservient to the brand, which is a diametrically opposed view to that of the young.”
The survey also discovered that Boomers believe cinema to be the domain of the young, they resent the intrusion of direct mail and feel that sponsorship misses the mark. They have mixed feelings towards new media and computer technology: they recognise the need for it, but feel unable to understand it.
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