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advertising

Are Zoomer brand choices locked in…or up for grabs?

Zoomers and Marketing

The conventional wisdom about the "older" age groups, is that their brand preferences are more or less set in stone and there is less urgency about influencing them, than about going after the younger age groups whose choices are still in flux. This accounts for the big disparity in the ...

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Protected: Webinar #1 – June 13, 2018

Insight Archive

How do Zoomers respond to advertising? What actions to do they take? Does it vary by where they saw/heard the ad? How does this compare with the behaviors of other age groups? Drawing on new information in Vividata Spring 2018, we take a close look...and discover some intriguing ...

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“Adulting” – Part 2: Are the Millennials really that far behind?

Trends and Insights

In an earlier post, we commented on the "adulting" craze -- books and videos (and even a school) that train Millennials in the basic skills of acting like an adult. Skills which were "picked up" by previous generations as part of growing up, now apparently are still missing at a much older age, and ...

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‘Adult’ is now a verb

Trends and Insights

Books, videos and even a school teach Millennials how to do "adulting" It's true. Merriam-Webster has even announced it is monitoring the word "adulting" for possible inclusion in the next edition of their dictionary. Not that the definition is that tricky. To "adult" is to be able to do ...

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By the numbers: Zoomers totally dominate travel

Trends and Insights

Most marketers of travel destinations and related services acknowledge the critical importance of the "older" market. But it never hurts to make the picture more crystal clear -- especially when there is an avalanche of statistics to prove it. According to Vividata (Q3 2017), a total of 10.8 ...

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“Hybrid” retirement: it’s here and it’s only going to grow

Trends and Insights

ZOOMER U VICE PRESIDENT DAVID CRAVIT WAS RECENTLY INTERVIEWED ON THIS TOPIC ON ZOOMER RADIO. LISTEN TO WHAT HE HAD TO SAY. The word "retirement" carries with it an either/or: you were working and then you stopped. Traditionally, this happened at age 65. The model was straightforward: you ...

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“I don’t feel I’m represented…”

Videos

ZoomerU assembled a group of Zoomers to talk about their attitudes toward advertising. From any marketer's perspective, the results weren't pretty. They don't feel that advertisers "get" them. They don't see themselves in the marketing that is directed to them, don't feel it's relevant, and are ...

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adult-children

Supporting adult children could cost parents over $200,000: US Study

Trends and Insights

A TD Canada survey in January, 2017 found that 62% of Canadian Baby Boomers couldn't save enough for retirement because they were still supporting adult children. But is it possible to put a dollar value on what that support is costing? A new US study shows that support of adult children could ...

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Today's Factoid

1,536,000

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.