War in Europe is over! Japan has tendered its unconditional surrender! In the years following World War II (roughly mid 1940’s – mid 1960’s), an unprecedented number of babies were born. Colloquially known as the “Baby Boomers”, this generation has been the largest in both numbers and socio-economic influence. They have essentially shaped our modern day global landscape as we know it.
There are roughly 76 million boomers in the United States alone and have enjoyed the longest period of prosperity compared to their predecessors. On average, baby boomers have the highest disposable income to burn; approximately $8000 per capita spending. Marketing experts have been looking at this demographic with dollar signs in their eyes; how can you capitalize on this market through effective packaging design, graphic design, ecommerce marketing campaigns, branding and retail displays.
So what attracts the aesthetic eye of the stereotypical Boomer?
Its all about the lifestyle. As the Baby Boomer generation ages, companies are looking more and more to appeal to the idea of a healthy, active and youthful lifestyle. Needless to say, the experience of purchasing your digestive aids and incontinence pads beside the young, fresh and fun products targeted towards Millenials does not feel awesome. Therefore, companies are adopting design strategies to refresh the feel of their products frequently purchased by this aging demographic. Think bold, bright colours, and graphics which emphasize an energetic and healthy lifestyle. Packaging that is still clear and descriptive, however lends the feeling of youth and vitality will be the key to success.