Back in 2015 the Insights IQ team here at Bauer Media NZ produced some great research exploring the mindsets of the Baby Boomer generation. Still relevant today, these ‘Superboomers’ are embracing age with a new approach, a new energy & a new outlook that defies age. Not willing to be typecast because of their age, the question for marketers is how do you reach and engage with ‘Superboomers’?

2. THE SUPERBOOMERS
RE-INVENTING AGE

3. SOURCE: THE FUTURE LABORATORY, 2014.
NOT JUST ANY BABY BOOMERS
WELCOME TO THE ERA OF THE SUPERBOOMERS
FORGET EVERYTHING YOU
THOUGHT ABOUT
‘OLD’ OR ‘AGE’
MEMBERS OF THIS
POWERFUL CONSUMER
GROUP – FAR FROM BEING A
DECREPIT, DEPENDENT
TICKING ECONOMIC TIME
BOMB
ARE EMBRACING AGE WITH
A NEW APPROACH,
A NEW ENERGY
& A NEW OUTLOOK
THAT DEFIES AGE

4. SOURCE: BAUER NZ TRENDS - 2015, NZ LISTENER - 2014.
DISRUPTING DEMOGRAPHICS
MEET NEW ZEALAND’S SUPERBOOMERS
DIGITALLY FLUENT, POPPING VITAMINS, UNWILLING TO
SCALE DOWN THEIR LIFESTYLES AND LOOKING AT LIVING
LONGER & BETTER,
THIS IS THE GENERATION THAT WON’T BE SO PREPARED TO
MOVE OVER AND MAKE WAY FOR THE YOUNG

5. LARGE IN ATTITUDE & APPETITE
THE ORIGINAL SEX, DRUGS & ROCK ‘N’ ROLL GENERATION
• What they did is as
important as how
large they are
• They wanted more than
their parents had &
were able to get it
• Boomers have created
a consumption wave
at every stage of life
SOURCE: BAUER NZ TRENDS – 2015, BAUER BOOMER PANEL SURVEY- 2015 (n=1329).
We asked NZ
Boomers
‘SUM UP YOUR
GENERATION
FOR US’…
“Baby Boomers do not
let their ages
constrain them.
They have grown up
in a world where
exploration is the norm”
“As women we busted
gender myths about
the type of jobs we could
do, took initiative sexually
and we still refuse to
do blue rinse and pearls”
“We will ask for
everything we believe
we are entitled to, we
will not put up with
becoming the
invisible generation”

6. CONTINUING TO CONTRIBUTE
SOURCE: NIELSEN CMI, APR16-MAR17, STATISTICS NZ - 2013, BAUER BOOMER PANEL SURVEY - 2015 (n=1329), BAUER NZ TRENDS -
IN 2013 THE % OF PEOPLE 65+
WHO ARE EMPLOYED HAD
NEARLY DOUBLED SINCE 2001
(FROM 11.4% TO 22.1%)
STATISTICS NZ, 2013
61% OF NZ BOOMERS SURVEYED PLAN TO
CONTINUE WORKING AS LONG AS POSSIBLE
“Pensioners are not retiring,
they’re shifting to consulting -
either because they want to [are
doing jobs they love] or because
they can’t afford to”
BAUER NZ TRENDS, 2015
• 60% are in paid employment
• 39% work full time
• 26% are business decision makers
(39% more likely than the typical New
Zealander)
• Over 1 in 4 are in Top 3 positions

7. BOOMERS HAVE
4 LEVELS OF INFLUENCE
GEN ZMILLENNIALS
PEERS & SPOUSE PARENTS
NZ'S MOST POWERFUL PERSON
RESIDES WITHIN THIS
DEMOGRAPHIC.
SHE'S NOT A POLITICIAN, A
FASHION DESIGNER OR A
CELEBRITY! BUT A 59 YEAR OLD
WOMAN.
WHY?
SHE’S INFLUENTIAL AT 4 LEVELS:
PEERS AND SPOUSE,
PARENTS,
CHILDREN
& GRANDCHILDREN
SOURCE: SENIOR AGENCY, 2014.

8. 4 LEVELS OF INFLUENCE
CASE STUDY – REACHING EXPAT CHILDREN
OF BOOMERS USING MAGAZINES
INFLUENCE CASE STUDY :
THE INLAND REVENUE RAN A CAMPAIGN IN
2014 USING NORTH & SOUTH AND LISTENER
TO REACH EXPAT KIDS VIA THEIR PARENTS

9. UNTAPPED
OPPORTUNITIES
SOURCE: INTERNATIONAL JOURNAL OF AGING & SOCIETY – 2014, BAUER NZ TRENDS - 2015.
“A huge growth area that’s been totally
ignored because everyone concentrates
on Gen Y. How can we make money out of
them? We have a lot of money. We are
loaded. You know, seriously. Our kids
are off our hands, yes we are probably
having to look after our elderly parents.
Not everyone is loaded of course but I’m
just saying we’ve earned money, we are
not retiring yet, we are probably still doing
some work out there somewhere, we are
not knitting for the grandchildren like
they would have been in the 50’s”
WENDYL NISSEN
OLDER
CONSUMERS
CONTROL AN
ESTIMATED 65%
OF DISPOSABLE
SPENDING
YET THEY
ATTRACT
ONLY
10% OF
ADVERTISING
SPEND
We can nano-target this market.
They are as diverse as any other.
BAUER NZ TRENDS, 2015

10. 10
SOURCE: NIELSEN/BOOMAGERS, 2012. BAUER BOOMERS PANEL SURVEY, 2015.
SUPERBOOMERS ARE
REBRANDING AGING
Boomers are REINVENTING
how the later decades of life
are lived
Often characterised by new
careers, new family lives
& new interests.
SUM UP YOUR
GENERATION FOR US…
“Baby boomers are enjoying
life, new adventures,
holidays, good wine and
food and spending their kids
inheritance!”
ASK A 30
YEAR OLD
WHAT ‘OLD’ IS
& THEY WILL
ANSWER 50…
ASK A 50
YEAR OLD &
THEY WILL
RESPOND
WITH 70!

11. SOURCE: BAUER BOOMER PANEL SURVEY, 2015 (n= 1329 RESPONDENTS).
60% of NZ
Boomers agree
that ‘much of the
advertising I see
is not aimed at
me’
57% of NZ Boomers
agree that people
their age are
typecast by the
media
BREAKING STEREOTYPES
NZ BOOMERS ON ADVERTISING & MEDIA
“Advertising seems to completely ignore anyone over 55 unless they
are advertising funeral plans, denture fixatives or Viagra! Let’s have
more women and men over 55 advertising fashion, cars, holidays,
houses etc.”
“I have not entered some elderly wasteland, and my interests and
abilities have not changed, just because I turned 60”
?

12. REBRAND 50+ FOR 2015
FREEDOM, OPPORTUNITY, WISDOM, STYLE
SOURCE: BAUER BOOMER PANEL SURVEY – 2015, TRENDWATCHING.COM
Insurance company Prudential
launched a campaign targeting
retirement-age customers, which
shows the stories of pensioners
flourishing in new, creative
careers, such as film-making,
fashion design & playing in a
symphony orchestra.
Fashion brands
Karen Walker,
Vivienne
Westwood &
Celine have
featured older
models in recent
campaigns.
BREAKING
THE
MOULD
WE ASKED NZ
BOOMERS THE
BEST THING ABOUT
AGING…
“Knowing more,
taking less crap
and having more
money”
“Having the
freedom to do what
I want to when I
want to, and the
wisdom to use the
freedom wisely”
Luxury beauty brands Nars
& Marc Jacobs chose older
models for the first time in
2014 & L’Oreal has long
used older celebrities.

13. PLUGGED IN…
78% OF BOOMERS SURVEYED
ARE COMFORTABLE WITH TECHNOLOGY
Nearly half (49%) of
Kiwi’s over 50 feel
patronised by
technology
companies
AVG BOOMER STUDY,
2015
70% 70% 69%
59%
52%
Smartphone Laptop PVR Desktop
computer
Tablet
“Advertisers haven't woken up to the fact
that my generation are technology
adopters and trend shapers”
BAUER BOOMER PANEL SURVEY, 2015
OWNERSHIP LEVELS
(UPLIFT FOR MAGAZINE
READERS)
BAUER BOOMER PANEL
SURVEY, 2015
SOURCE: BAUER BOOMER PANEL SURVEY – 2015. LISTENER READER SURVEY - 2014, AVG BOOMER STUDY - 2015.

14. …& UNPLUGGED
SOURCE NIELSEN CMI, APR16-MAR17 (BASE 15+), LISTENER READER SURVEY - 2014.
504,000 (51%
OF) BOOMERS ARE
HEAVY OR
MODERATE
MAGAZINE
READERS
“Though I am a prolific user of online media
and other apps, I prefer to read the print
version of The Listener, as a pleasant
relaxation from the long hours I spend peering
at screens and iPads”
NZ LISTENER READER SURVEY, 2014
“(We) share the digital age with our children but
have the benefit of knowing what life can be like
without texting, smart phones, iPads and so on”
BAUER BOOMER PANEL SURVEY, 2015
ADEPT AT SWITCHING GEARS
• 87% NZ Boomers have read a magazine
in the past month
• 77% enjoy magazines with in-depth
articles
• 68% agree they find magazine
advertising less intrusive than TV or
Radio
• Over 1 in 2 Boomers agree that they get
ideas and inspiration from advertising
in magazines

15. BAUER KNOWS BOOMERS
THE LARGEST & HIGHEST SPENDING GENERATION IN NZ
SOURCE: NIELSEN CMI (APR16-MAR17) – ANNUAL REACH.
78% OF NEW ZEALAND BOOMERS
82% OF BOOMERS WITH HHI $100K+
& 89% OF FEMALE BOOMERS
ACROSS BAUER MEDIA WE REACH

16. ANALYSIS. DISCOVERY. STORYTELLING
Contact:
JULIE BRAMLEY
GROUP RESEARCH MANAGER
JBramley@bauermedia.co.nz