The world is divided into almost unlimited sub-segments. Go to any place where crowds gather and you can see for yourself. We are all a unique combination of characteristics, likes and needs. What a wonderful world!
Manufacturers and retailers constantly pursue the next big trend, the next killer app, the next ‘gotta have’ item. Most, if not all, new items are targeted at the magic 18 – 35 year old customer. They are an exciting group. They are establishing their personal image and decorating their very own living arrangements. They are spending money.
For the most part the stuff they buy is pretty neat and popular with most everyone. Retailers and manufacturers can count on selling lots of the hot product. There is a growing group of consumers that demanding attention: Baby Boomers. As we have gone through life we have changed society at every stage. We’re about to do it again. Nearly 75 million strong we are hard to ignore.
In the past as people retired they dramatically reduced their spending beyond basics. Sure they took the opportunity to travel more and to spend more time with family. But chasing the latest fashions or appliances was not important.
Times are changing. First off the Baby Boom has decided to reject the concept of growing old. Secondly, technology is evolving rapidly and there are great reasons to remain engaged in it. Just take a look at the fastest growing age segments on the social networking sites. Finally, even after the bust of the last 18 months, Baby Boomers control enormous wealth.
So what is so special about Baby Boomers that they need ’special’ products? Even Baby Boomers will suffer normal physical degradation. In the 1994 National Health Interview Survey of people 70 and over reported the following:
- 18.1% suffered from impaired vision. This is beyond the outbreak of ‘readers’ in their 40s.
- 33.2% experienced hearing impairment.
Products with bigger, easier to read displays will be welcome. Products with adjustable volume or that enhance hearing will be winners. Simpler products that accomplish their main function simply and well will embraced.
There is a company, Clarity, that has embraced these basic concepts in their product designs. A great example is their C900 cell phone. It is designed with Baby Boomers in mind. Just look at these features:
• Amplifies up to 20 decibels (Hearing Aid Compatible)
• Simple, Easy to Use Phone
• Large buttons for easy dialing
• See clearly with the large backlit screen and large text size
• Easily place and receive calls with large 4-button operation
• In case of an emergency, get help quickly by pressing the red emergency button.
Here is a great article from the New York Times describing the C900.
This is a product from a company the ‘gets’ the opportunity serving the needs of the Baby Boom generation.
Thanks for stopping by and make sure you come back. There are lots of great products to review.