Boomers

Today’s Baby Boomers are living longer—and living out loud—like no previous generation of this age group. As this unpredictable demographic continues to surprise the consumer market with its boldness and eclectic tastes—not to mention spending power—Kelton is there to help clients keep up.

When Thermacare wanted to find a way to help Boomers ease the aches and pains caused by their active lifestyles, it commissioned Kelton to research the nature and extent of Boomers’ extracurricular activities (athletic and otherwise) and the attendant physical price they may be paying for them. For Paramount Farms, we got up close and personal with Boomer shoppers, following them down the aisle as they made their selections at the supermarket and diving into what really makes a product “basket-worthy.” 

For the Hartford Insurance company, we studied an even more targeted niche group: small business owners. Our queries about their lives before and after they started their own businesses provided useful snapshots of how this group handles the ups, downs and unexpected situations of every entrepreneur’s life.

The depth and breadth of Kelton’s work in the healthcare and financial sectors— areas that continue to increase in importance to this group—also gives us a useful and compelling context in which we continue to observe Boomers as they work, play and experience the world.