Baby Boomers have long been an attractive target for consumer marketers due to the sheer size of this generation and its substantial spending power. As members of the Baby Boomer generation move closer to their retirement years, they are losing some of their allure to consumer marketers, but they represent an increasingly attractive target for financial services marketers.

Baby Boomers face unique challenges and opportunities at this stage of their lives as a result of profound changes in technology, workplace policies, economic conditions, healthcare and public policy. The impact of these changes affects different subgroups of this generation in different ways, which vary depending on the individual’s economic situation, lifestyle, and attitudinal outlook. Understanding the impacts of these changes as well as how different segments of Baby Boomers approach their diverse situations can help financial services firms target products and services to meet evolving needs. In addition, an in-depth examination of Baby Boomer attitudes as they relate to their financial affairs can also provide valuable input to understand ways in which to help these pre-retirees with their financial planning needs.

Baby Boomers have long been an attractive target for consumer marketers due to the sheer size of this generation and its substantial spending power. As members of the Baby Boomer generation move closer to their retirement years, they are losing some of their allure to consumer marketers, but they represent an increasingly attractive target for financial services marketers.

Baby Boomers face unique challenges and opportunities at this stage of their lives as a result of profound changes in technology, workplace policies, economic conditions, healthcare and public policy. The impact of these changes affects different subgroups of this generation in different ways, which vary depending on the individual’s economic situation, lifestyle, and attitudinal outlook. Understanding the impacts of these changes as well as how different segments of Baby Boomers approach their diverse situations can help financial services firms target products and services to meet evolving needs. In addition, an in-depth examination of Baby Boomer attitudes as they relate to their financial affairs can also provide valuable input to understand ways in which to help these pre-retirees with their financial planning needs.

This report seeks to address these questions and more:

What are the unique challenges facing Baby Boomers?

How has the economic crisis impacted these middle-aged Americans and how will it impact their retirement plans?

What financial products and services are of greatest interest to Baby Boomers?

What are the most cutting edge ways to reach this market?