With today’s dizzying rate of technological advance, it’s easy to let yourself believe that the “older” market aren’t keeping up. Nothing could be further from the truth, and we can prove it. Start by recognizing that three different age cohorts are represented in the Zoomer (45-plus) ...Continue Reading
A new poll by Pew Research shows that a high percentage of Facebook users have reduced their usage of the platform. In fact, 54% of users 18 and older have adjusted their privacy settings in the past 12 months, while 42% say they've taken a break from checking Facebook for several weeks or more. ...Continue Reading
Five years ago the University of Michigan Transportation Research Institute made news with a study that showed car buyers were getting older -- and the key to future success would be the Baby Boomers. Adults in the 50-64 year old age group were 15 times more likely to buy new vehicles than 18-24 ...Continue Reading
With summer drawing to a close, the back-to-school ads are increasing in their frequency, as expected. Whether the students are kindergartners or college freshmen, the preparations are under way. But as the students head back to the classrooms, we should take a moment to recognize an under-reported ...Continue Reading
It’s not exactly news that buying a house is increasingly unaffordable, especially in the major markets like Toronto and Vancouver. The same applies across the USA, where the financial struggles of the Millennials are compounded by massive debt from student loans, and where the inability to swing ...Continue Reading
In past generations, getting older meant withdrawing from the consumer marketplace. Age not only meant physical frailty, but economic frailty. Your income was fixed, you didn’t need as much because you weren’t doing as much, so you were less important to marketers. Besides, your brand habits ...Continue Reading
Here’s a marketing no-brainer: would anyone run a serious national ad campaign and leave out Ontario? Yet that’s precisely what happens when you don’t target Zoomers, Canada’s 45-plus population. We like to call them Zoomer Nation, because they’re certainly numerous enough. In fact, ...Continue Reading
Number of Zoomers who personally hold investments and savings of $500,000 or more. No other age group is close. In fact, nearly seven out of ten Canadians (69.2%) with investments and savings of $500,000 or more, are Zoomers. Follow the money. Source: Vividata Spring 2018.