Anyone interested in 21st Century marketing has read (or should read) Groundswell: Winning in a World Transformed by Social Technologies
In Groundswell, Forrester relied on Q2 2007 studies that showed Boomers under-indexing in every one of these activities, and suggested a measured approach to using social media to reach consumers 43+.
What a difference a year makes.
As Carol Orsborn recently reminded us, the fastest growing community of Facebook members is women 55+.
And Forrester itself recently updated its study and announced that the most dramatic changes of any demographic were in Boomer use of social media and “groundswell activities.”
Across every type of groundswell activity, Younger Boomers (ages 43-52) and Older Boomers (ages 53-63) have doubled or tripled their participation in social media, as Creators, Critics, Collectors, Joiners and Spectators. See a useful summary here.
Younger Boomers (ages 43-52) have reached the level of social media participation exhibited by all U.S. adults across nearly all activities.
At VibrantNation.com, the Vibrant Women (well-educated, upscale and over 50) who are our members and visitors bear this out. During the last 7 days we saw percentages of “groundswell activity” that correspond closely with Forrester’s. Percentages of Spectators, Collectors and Joiners were on levels as high (if not higher) than U.S. adult averages. Although we still see slightly lower percentages of Vibrant Women who jump in as Critics or Creators, we continue to see these numbers rise, as well.
We know that Vibrant Women resent being ignored by marketers. Social media offer these women online tools to take brands into their own hands; to punish the brands that get it wrong; and to reward the brands that get it right. The first brands that truly engage this generation of women through social media will earn their respect…at least until the next technological revolution.
thank you so much Lisa, that helps a lot. I know he tried to blame me for so much stuff, but like I told all of his family and mine none of that added up to a divorce. I do realize it's his needs, it just hurts so bad to think how many years he's
How funny....i only very recently (within last week) read the coconut oil articles on the web. (100 uses, 80 uses etc.) so i bouht some and ordered some from amazon. (Im a stockpiler.)
Have started trying some of the uses. I tried using it a
I’ve noticed how seasoned folks like me are under indexing when it comes to social media participation. Creators like you help get the word out! Thx. I’m doing an extensive report on Groundswell. It may be of interest to you and your readers. http://budurl.com/gsblookreport
Thanks for the feedback – and encouragement! I’ve checked out your link and appreciate it – it definitely is of interest!
All the best, Stephen
I have to say this – sort of on topic – I just found an article that said the solution to America’s economic crisis will be thanks to the baby boomers. the person who said that recommends that marketing to boomers is about the smartest thing you can do right now. I loved the thought – I posted it to one of my blogs….take a look, it made me feel very pleased to be a wise old crone.
mkp
http://www.ontext.com
What a great response – and post – thanks. This may be preaching to the choir, but I obviously agree. I also run a business that helps license well-known brands, and with that hat on I noticed several things this week that should make marketers realize that ALL growth may be coming from Boomers.
First, I’ve heard that General Mills’ Fiber One brand has exceeded every possible expectation for growth, transforming itself from an afterthought to the company’s fastest growth vehicle. And that growth ain’t coming from teens!
Second, my company (www.imclicensing.com) recently did a deal for a line of Borghese-branded “readers” (eyeglasses sold in drugstores and other outlets.) I ran into a colleague who had done a similar deal for a line of USA Today-branded readers. Why the sudden interest in this fast-growing category?
Third, at Walgreens this week, I was shopping for toothpaste. The hardest thing for consumer brands to do is to increase their presence on store shelves, and I noticed that one brand had quadrupled its “facings” in that aisle, meaning that other major brands (Crest and Colgate) were giving space up. The brand is Sensodyne, which might have been relegated to the brand graveyard 10 years ago and now clearly represents a fast-growing trend.
Fiber, eyeglasses, toothpaste for sensitive gums. These aren’t products for “old” people. They’re products for active Boomers, the fastest-growing demographic in a non-growing economy. Marketers, take note!