Unless youÂ've been in a dark cave in the last decades, you know that "Baby Boomers" is the collective name given to the 76 million people born in the United States between the end of World War II and 1964. Often described as the largest, most knowledgeable and most fiscally influential group demographic in American history, their motto might well be: Where does a 750 lbs gorilla sit? Wherever you want!

Getting to know

Dubbed the "me generation" to search their scales of self-satisfaction, many baby boomers are proud of their counterculture values, for having led movements for social rights and environmental awareness. However, sellers should take note …

 • The cultural gap opened by the Vietnam War between Boomers who answered the call and those who avoided military service, or thought of honorable service, has never completely closed.

 • major medical and scientific advances since 1940 have allowed the boomers to the first Americans take responsibility for being healthy, not only to prevent the disease, which is consistent, in shape and live longer … in fact, take charge of their lives in ways generations never before have imagined.

 • Boomers value simplicity and like being in control. They believe that maintaining fitness and good health as manifestations of their ability to affect everything that happens around him. For many, for example, the most feared of severe illness is therefore unable to think clearly or exercise as much as they like, since it is losing the ability to earn income.

 • Women may have first Once your account in this country as a result of the Second World War, but was the demographic weight of fiercely independent Baby Boomer women, along with general entry in the workplace, which led to their increasing control of the reins of households and businesses.

 • By necessity or not, many baby boomers of both genders will continue working people while the retirement age. Indeed, if all the baby boomers begin turning 65 in 2011 to retire early, the effect on national productivity, not to mention the financial markets will be huge. As a result, policies that encourage Boomers to remain in the workforce will be a necessity, but you can bet Boomers will find a way to make everyone look like fashion (as they did when they invented youth culture in the years 60).

 • Through all this, the adult children of Baby Boomers will remain an important part of the lives of their parents. Since boomers have children later than previous generations, some of these children remain in school and live at home, even if their parents are middle-aged are preparing the second or third career or just realize that may soon have their own parents to care.

What does this mean for you?

As a result of these and other factors, financial obligations "Baby Boomers" will also be of long duration, and so even Now, staying on top of its long-term financial security is (or should be) a very high priority. Because of its economic clout, Boomers will always be an attractive market.

Marketers have focused their efforts on Boomers for decades. "One of the surest ways to ensure that a product is expected to thrive until the Baby Boomers enter that stage of their lives, "said Brad Edmondson, senior writer for American Demographics magazine.

Younger Boomers are still in its purchase of a main house and the family-year departure. However, according to LIMRA, this is a generation where life insurance has not been on their radar screens. Similarly, until recently most Boomers also were well behind the curve in planning for retirement.

Let's see why …

Children of the 60s she married and had children later in life – but many of these marriages do not take, and the family second and privileges of weekend visits became unhappy institutions for this generation. Add the effects of corporate mergers and downsizing, the need to support elderly parents, and the mistaken belief boomers who could keep spending while meeting other financial goals … it is not surprising many found that credit problems and have a late start on retirement savings.

According to a report published by the Institute of Societies Investment: "Baby Boomers have done less financial planning for their future that made the previous generation. Studies show that despite a large number two-income households and higher income per capita, have a lower savings rate than their parents.

"More than half of the Boomers surveyed said they not have enough money to save regularly, according to the report, published on the website of the financial planning firm, Waddell & Reed, "while two thirds felt that they could invest in the long term due to the need for immediate access to your money."

At the same time, boomers believe they can keep earning income later in life, either by postponing retirement, launching new careers or starting businesses homegrown. Ironically, however, another study, boomers are still as much as 10% of its wealth of living parents.

Millions of baby boomers began turning 50 in 1996, but still can market to them as if they were still within 30 or 40 years. This generation has never wanted to be like their parents, and always will be young in their minds. Boomers may have been careless with money in the past, but you can help by giving them another opportunity to make personal financial security.

Your message to this generation: It is never too late, but the sooner you start, more can be done.

Want more? Send questions and comments to w.willard3 @ knology.net.

Bill Willard has been writing high-impact marketing and sales training for over 30 years—but as Will Rogers put it: “Even if you’re on the right track, you’ll get run over if you just sit there.” Through interactive, Web-based “Do-While-Learning™” programs, e-Newsletters and straight-talking articles, Bill helps small-business owners and independent professionals get the job done: profitably improving performance, helping grow your business, skipping expensive mistakes, making the journey to success faster, smoother, easier. And fun!

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