vices. The Sydney-based insights agency found that some brands or retailers are successfully winning over the generation. Volkswagen, Uncle Toby’s Discovery, and Rocky Mountains holidays are some of the advertisers rated highly by baby boomers. Sara Garcia, principal of Blaze, says the research has some interesting lessons for close minded marketers and product developers. “Baby boomers are at an enviable stage of life where their lives and possibilities are opening up with more freedom, time, dreams, and money,” she says. “Rather than retiring from the social, physical, financial, and pleasurable pursuits we normally associate with younger generations, baby boomers are actually hungry for more and better experiences.” Baby boomers were born after World War 2 and are defined as being between the ages of 52 and 68. This generation holds 40 per cent of Australian wealth and 84 per cent are still in paid workforce. The Blaze study found that Australia’s baby boomers can be identified by two mindsets: ‘I’m older and wiser’ and ‘My best years are ahead of me’. “Having exercised responsibility and restraint over their years as parents, baby boomers have now regained their sense of individuality and self assurance. “Importantly, they no longer use products as a benchmark for aspiration. “Baby boomers recognise that their future has potential and, without the responsibilities of raising a family and with good health on their side, they are reassessing their life in terms of what the future holds. “Many have a new found sense freedom that is urging them to go out and do what they’ve always wanted to do on their terms.” Blaze’s tips for targeting boomers 1. Speak to them, not their age. They are not a homogenous mass and marketers must be sensitive to the nuances of the generation. 2. Demonstrate a like minded sense of optimism. Recognise that their lives are opening up, not closing down. 3. Acknowledge their life skills and experience. They are older and wiser and navigate their lives with intent and integrity.