Tapping the Hidden Demographic

Today’s society has defined the new demographic as 18 -34, while the real demographic that is being overlooked these days is the “boomers” generation who are all reaching maturity. That is, most are reaching ages of upwards of 60+ and older.

Nine months after World War II ended, “the cry of the baby was heard across the land,” as historian Landon Jones later described the trend. More babies were born in 1946 than ever before: 3.4 million, 20 percent more than in 1945. This was the beginning of the so-called “baby boom.” In 1947, another 3.8 million babies were born; 3.9 million were born in 1952; and more than 4 million were born every year from 1954 until 1964, when the boom finally tapered off. By then, there were 76.4 million “baby boomers” in the United States. They made up almost 40 percent of the nation’s population.

The reason being is that market research show that the older buyer has the money 18 to 49 years hold the grip of the television remote control, while the 34 -55 hold the purse strings of the nation.


Then in about 1989, the media switched their tactics, spending over eleven million to focus on the new demographic growing across the nation the children of the boomers that were reach school age and just beginning their buying careers.

Millennials, control the majority of sales in automobiles, houses and most goods. The reason that this demographic is not represented as it should be is that there are more babies being born and the world is catering to the young, but the world is unaware that most of these new younger demographic is still for the most part still living with the boomer demographic of the past – their parents!

But, let’s raise a cheer as the first of the baby boom generation — the healthiest, best-educated and wealthiest in the nation’s history — turn 65.

Celebrate their vitality, and especially their variety — a generation that spans the Beatles and Springsteen, that crusaded to end a war and stop the spread of nukes, that powered an explosion of new technology fueled the feminist revolution and joined the battle for civil rights.

There are just over 40 million Americans age 65 and older, and they make up 13 percent of the population. By 2030, when all the baby boomers will have reached age 65 and older , the over-65 crowd will reach 20 percent of the population. At that time the median age of Americans will increase to 39.6 years, up from 37.2 today and a significant increase from a little under 30 in the 1960s and ’70s.


“I still want to make music. I don’t want to twerk, but I want to be relevant,” joked Boomer Annie Lennox during a recent interview about her upcoming album. She needn’t worry. Lennox, and marketers in general, stand to gain a lot by serving a 50+ market that increasingly makes music an important part of their lives.

I too, feel age is nothing more than a state of mind than anything else.. If since it doesn’t matter, I don’t mind it.




1 thought on “Tapping the Hidden Demographic

Comments are closed.