Boomers are life-long learners who continue to seek out quality educational and information resources and they will look for information on several areas of interest.  Boomers are heading back to school in large numbers to earn degrees or to upgrade or learn new skills. They also find and read how-to information on a variety of topics.

Boomers access information from both online and off-line sources and through courses and other educational and information products like never before. “Many feel that ongoing education enhances opportunities, provides a good insurance policy against obsolescence, and is one of the most positive ways to increase job security and achieve promotions” (Knable, 2006). 

Boomers are interested in a variety of educational topics. These range from financial planning education and services, ways to earn extra money or to start a small business, home-based business opportunities, or entrepreneurial ventures to name just a few areas.  Seminars, workshops and other face-to-face educational opportunities attract this audience.

2. Boomers Want Business Information

One of the areas of interest for Boomers is information on business start-ups. They want to use their years of experience to generate funds as a source of continued income or to be able to enjoy life with more relaxation.

Fresh ideas on innovative products or service creation are of interest to this market. A smart marketer will be ready to make necessary adjustments to personalize their offerings to Boomers. You can see that this is a distinctive group with its own needs. 

3. Boomers are Health Conscious

Staying intellectually active is necessary for overall boomer health. Reading, learning, and stretching the mind through intellectual pursuits is a way to keep the mind healthy and active. It also helps to prevent or delay the onset of mental deterioration. “A relative increase in the amount of time devoted to intellectual activities from early adulthood (ages 20 to 39) to mid-adulthood (ages 40 to 60) was associated with a significant decrease in the probability of having Alzheimer’s disease later in life” (Friedland, 2006).

 On the other hand, the overall health of the majority of Boomers is not what it should be. Many are overweight, or suffer from social diseases brought on by a bad diet and lack of exercise including diabetes, obesity, hypertension and similar diseases.  As the population ages, more business related to elder care will be desperately needed.

Of course, talking about a few areas of need can’t possibly cover everything the Baby Boomer market wants.  But it gives you at least an idea of how this market group thinks:  

1. New Business Support: Boomers want information on money-making ideas. They want to use their lifelong experiences to make income to support their lifestyle, particularly after retiring from their traditional work. Business and entrepreneurial coaching, consulting and programs will go over well in this market.  

2. Financial Information. Boomers spend 57% above the average on retirement programs. They are interested in financial programs and information.  Show them how to make the money they have stretch through good fiscal programs and plans. 

3. Self-Care. Fitness, wellness and nutrition are big interests of Boomers. This group might be growing older in their bodies but not in their minds. The quest for youth will be continual with this market.  

4. Apparel.  On average, Boomers make about 37% of apparel (clothing and accessories) purchases and spend about 40% on household furnishings and equipment. It’s time for them to fix up their homes and to buy those material items that had to wait until this time in life.

5. Leisure. Travel and tourism is also a growing area for Boomers who love to see the world. Boomers that find a way to combine their love for travel and with a way to earn money will be very happy.  Travel and tourism services for this market will be hot for quite a while.   Some start their own travel services, which gives them the opportunity to get away while earning a living.

6. Education. Boomers continue to learn and educate themselves about what is going on around them. They look for online courses, continuing education, special interest courses, degree programs, and general interest classes both online and in the local community. 

These are not the only areas that gain Boomers dollars but this gives you a great glimpse of ossiblities for targeting what you have to offer to Boomers. Boomers going into business will be a trend that lasts for many years.   As the economy begins to rebound, so will Boomer spending so get geared up to reach this market group.