Researching the European Boomer

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Boomers-in-Europe is part of an international group that facilitates the effective development of the influential 50+ age sectors through market research to understand their needs, attitudes, opinions, aspirations, motivations, drivers, concerns and values. Understanding these factors is essential to developing effective product, marketing communications and sales initiatives for this sector.

The company is based in the UK and provides marketing research throughout Europe, focussing on the six key areas that drive consumption in the 50+ age sectors:- health; technology; lifestyle, home and leisure; finance; fashion and beauty; family and relationships.

Boomers also provide training and marketing resources (research, marcoms, consultants) to ensure that expertise for the 50+ age sectors are effectively applied.

Europeans in their 50s go through an intense period of change regarding their attitudes to life, their work, their roles and their future. Their aspirations change, their concerns change and they effecively set the stage for their mature and older years. The 50+ market is highly segmented and whle marketers seek to find segments of common intersts, Boomers-in-Europe helps marketers find opportunity by exploiting differences between segments, for example:-

  1. Marketers like to focus on the affluent empty nesters looking to regain their youth however, the majority of the market have more down to earth concerns such as personal security, money and health – creating opportunities in financail services and health.
  2. Geographically we differ, why for example is the market penetration of funeral plans to the over 60s in the UK only 2% while it is as high as 60% in some other European countries – understand the barriers to consideration in the UK and you unlock the secret to this financial service in the UK.
  3. The northern Europeans generally wish their children to be independent so they can regain control of their own houses and time while the southern Europeans try to keep the family units together – understand the social implications of family units and you gain insight to a wide range of consumer spending

Segmenting to identify and exploit differences can lead to effective and competitively differentiated marketing solutions.

Boomers-in-Europe work with organisations who serve the mature markets in Europe, advertising and PR agencies and age associations. We help clients to understand the mature markets and try to influence attitudes to the seniors sectors through research and training.  

Boomers-in-Europe wish to establish working relationships with agencies and associations serving the same age sector as well as hear from organisations wishing to better understand the market.

Further details can be found at www.boomersineurope.com, by email to enquiries@boomersineurope.com or by telephoning +44(0) 1442 831711

 

 


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