“OK, Zoomer.” For marketers, this is always true. – ZoomerU

“OK, Zoomer.” For marketers, this is always true.

“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.

  1. Spent $40,000 or more on the most recently acquired car. 2,510,000 Zoomers qualify, accounting for 56.6% of all Canadians who spent this much.
  2. Spent $2,000 or more on their most recent vacation trip in Canada. 1,007,000 Zoomers qualify, accounting for 57.3% of all Canadians who spent this much.
  3. Personally hold savings and investments of $100,000 or more (excluding home). 6,544,000 Zoomers qualify, accounting for 67.2% of all Canadians who do.
  4. Spent $1,000 or more on women’s clothing in the past 12 months. 241,000 Zoomers qualify, accounting for 55.7% of all Canadian women who spent this much.
  5. Have a home office. 2,748,000 Zoomers do, accounting for 59.8% of Canadians with an office at home.
  6. Have three or more credit cards in their own name. 5,279,000 Zoomers qualify, accounting for 63.4% of all Canadians with three or more credit cards in their own name.
  7. Drank 7 or more glasses of wine in the past 7 days. 2,026,000 Zoomers qualify, accounting for 69.5% of all Canadians who did so.
  8. Spend $150 or more on groceries in the average week. 3,626,000 Zoomers qualify, accounting for 57.6% of all Canadians who spend this much.
  9. Own their home. 13,880,000 Zoomers do, accounting for 58.5% of all Canadian homeowners.
  10. Spent $3,000 or more on their most recent vacation trip outside of Canada. 2,957,000 Zoomers did, accounting for 60.5% of all Canadians who spent this much.
  11. Shop at a beer store 4+ times in the average month. 134,000 Zoomers qualify, accounting for 52.1% of all Canadians who shop that often.
  12. Spent $100 or more on makeup and cosmetics in the past 30 days. 316,000 Zoomer women qualify, accounting for 65% of all Canadians who spent this much.
  13. Spent $10,000 or more on home renovations in the past 2 years. 2,833,000 Zoomers qualify, accounting for 56.2% of all Canadians who spent this much.
  14. Spent $1,000 or more on men’s clothing in the past 12 months. 261,000 Zoomers qualify, accounting for 52.5% of all Canadians who spent this much.
  15. Spent $1,000 or more on jewelry in the past 12 months. 241,000 Zoomers qualify, accounting for 55.7% of all Canadians who spent this much.

“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!

Today's Factoid

1,043,000

That's how many Zoomers bought a microwave oven in the past 12 months -- more than all other age groups combined. What are you doing to reach them? Source: Vividata Spring 2018