45 54 Cohort

Team 2
Jessica Harran
Janelle Jordan
Anna Lam
Yinan Li
Colleen Pitt
Jesse Ritter

Insight behind our age cohort commonly

known as Younger Boomers.

According to the MetLife Mature Marketing Institute, our cohort can

be described as the Younger Boomers.
Born between the years 1960 and 1969, they experienced their
adolescence during the 70s and 80s.
As seen in the visual shown above, the boom is strongly depicted.

The overview of our cohort

ages 45-54 years old.
Multiple events occurred during the Younger Boomers late
adolescent, early adulthood years that made a significant
impact.
The three most significant events that truly connect our cohort
are the Assassination of JFK, Neil Armstrong walking on the
moon, and the Watergate Scandal.
Another strong connection our cohort has is the idea of the
American Dream. Based on our research, both primary and
secondary, we found that most individuals in our cohort believe
the ability to build relationships and provide financial stability
for themselves and their families are the most important aspects
of this dream.

The insight behind our

questionnaire is explained.
After conducting secondary research, our team was able to
gain insight into the type of questions we wished to ask in our
questionnaire. Our teams goal was to uncover more
information behind the habits and thoughts of our cohort
towards these different products.
Our questions included: Did their childhood had effects on
products they currently purchase? Do their personal beliefs
correlate with their news/media intake? Are frozen dessert
purchases impulsive? With whom do our cohort dine out and
travel with?

The focus behind SubSegmenting is discussed.

After attaining information from our
questionnaire and conducting secondary
research, our team came to a conclusion.
In order to further analyze our cohort we must
sub-segment them into two groups: Family First
segment and the Career Focused Couple. The
Family First segment include those with children
and the Career Focused Couple are those who do
not have children.

The illustration of an average family in

our cohort is displayed and explained.
This picture illustrates the average family living
room for a married couples between the ages of
45-54 that have two children.
The son is holding two ice cream cones, which
indicates that ice cream is the most popular
purchase of frozen desserts.
FOX, ABC, or HBO are the programs that are
most likely viewed for their entertainment.
The travel magazines on the tables indicate those
with children are more likely to plan recreational
travels on their own without consulting an
agency.
Our cohort predominately subscribe to
Entertainment and DIY magazines. This
conclusion traces back to the ideal self and the
extended self.

The dining out behaviors of those who are

married but have no children.
Our research indicates
that those who are
married, but do no have
children, can be
described as true
foodies.
In terms of dining out,
they enjoy time together,
cooking in the kitchen.

The Career Focused Couple

occasionally enjoy dining out as well.
Despite usually
cooking their meals
together in the
kitchen, this group
occasionally enjoys
a romantic night
out.

The Career Focused Couples decision-making

process when dining out.
For these Career Focused
Couples, their motivation
when dining out is to
enhance their relationship
with one another.
These factors take effect
in their decision-making
process on where to dine.

Family First Couples decisionmaking when dining out.

For married couples with children,
convenience and environment are
key factors in their decisionmaking process.
The Family First Couples tend to
dine out at bar and grills
restaurants with their children.
This time together is used to
strengthen their connection with
one another, similar to the
previous couple shown.

Tides impact on our age cohort.

This picture displays the woman
holding the most purchased brand of
laundry detergent associated with this
cohort. Based on our questionnaire,
Tide is the predominately brand used
during childhood and is consumed till
this day.
This close relationship between our
cohort and the Tide brand led our
team to consider the possibilities
between Tide and a travel agency.
The travel agency can run a vacation
giveaway while using Tide as their
platform. The Freshen Your
Perspective sweepstakes could offer
free, domestic, family vacation for
Tide consumers.

Recommendations for marketers

to optimize on this age cohort.
Nostalgic advertising could be effective based on the idea of the
American Dream. Marketers could appeal to the painful longing to
return to a place of economic stability. Targeting childhood memories
can also prompt individuals to buy.
Our cohort is more likely to watch television in the evening. Planning a
strategic way to advertise during these hours will optimize the brand or
product. Advertising during hit shows such as New Girl on FOX,
Modern Family on ABC, and Girls on HBO will help optimize the on
networks and create awareness.
Strategic partnerships is essential for advertising. In this cohort,
women are predominately the key decision makers in a household. A
partnership to target these women would benefit both parties involved.

Paying tribute to our cohort.

This age cohort stands out from the rest because they saw the landscape of
this country change, both economically and in technology.
These individuals maintain the values instilled as children and strive to pass
these values through future generations despite the changes.
Our team learned the consumer behavior of laundry detergent, frozen
desserts, dining out, recreational travel, and media pertaining to our cohort.
Through these findings we realized one thing remained constant: their
attempt to maintain a sense of what the American Dream means to them.

Thank You
Team 2
45-54 Age Cohort