“OK, Boomer” has become a thing. A bittersweet, ironic eyeroll from the Millennials, intended to be a put-down of the Boomer generation. It created a flurry of social media comment, and the usual charges and countercharges.
And (surprise, surprise) even an apology. The AARP’s Editorial Director, Myrna Blyth, was politically incorrect enough to say, “OK, millennials. But we’re the people that actually have all the money.” There was an immediate onslaught of outrage, and the AARP lost no time in apologizing, stating that the AARP “did not intend to contribute to an intergenerational feud that’s contrary to how we’ve worked for over six decades.”
Only trouble is, Myrna Blyth told the truth.
Let’s sidestep the heated language and look only at the numbers. And we’ll restate the terms of reference: let’s use “Zoomer” instead of “Boomer.” Zoomers are Canadians 45-plus, and there are 17 million of them. The group includes all Boomers, but also the older half of Gen X (with almost half a million entering Zoomer-hood each year). And the oldest Millennial will become a Zoomer in just eight years.
For marketers, the catch phrase should be “OK, Zoomer.” No matter the category, Zoomers are Canada’s most powerful audience — far and away the most important market.
To demonstrate this quickly, let’s consider those categories where the number of Zoomer consumers is larger than all other age groups combined.
Here’s our opening list of 15 categories across a broad range of markets. (Much more to follow, so stay tuned!) Our source in all cases is Vividata, Fall 2019.
“OK, Boomer” will no doubt fade quickly, to be replaced by some hot new social media fad.
But for marketers, “OK, Zoomer” is a permanent fact of life. And a rewarding one!
That's how many Zoomers worked out at a fitness club over the past year. You'd expect the younger Millennials to contribute more. You'd be wrong. They're almost a million behind -- only 2,486,000 people. Source: Vividata Fall 2018