At 82 million consumers strong, the baby boomers -- Americans 38 to
57 years old -- have proven a lucrative market for automakers and other
mass merchandisers. When Generation X -- buyers age 26 to 37 -- is
added, it's a potent combination that grows to 130 million shoppers. And
Generation Y -- 78 million Americans 6 to 25 years old -- will swell
America's consumer base in years to come. A look at how automakers break
them down:
Generation Y
Who they are: Often called echo boomers, they crave technology, music
and the Internet and they remain loyal to brands. But as an emerging
consumer group, they remain difficult to label, though they are the
savviest of all shoppers.
What they drive: Used cars and trucks, Mitsubishi, VW.
Generation X
Who they are: Raised on "Beverly Hills, 90210" and Grunge Rock, they
shop at The Gap and Urban Outfitters. Difficult to market because they
defy labels.
What they drive: Pickups, Subaru.
Baby boomers
No other generation has had the impact on the U.S. marketplace as the
baby boomers. How marketers break them down.
Status Seekers
Who they are: Conspicuous consumers who want it all even if it means
cutting ethical corners. They lust for a Porsche and have little
interest in religion. They can be found in a suburban McMansion, urban
townhouse, and Chicago penthouse. Eager to share acquisitions with
friends, from remodeled home to Civil War antique. But they are always a
paycheck away from disaster.
What they drive: Mercedes-Benz, Ford Explorer, Lexus RX300, the
latest roadster.
Anxious Achievers
Who they are: Money is their shield against a dangerous and
unpredictable world. They worry about national security, not diversity
and social justice. You can find them watching Fox news.
What they drive: Honda Accord, pickup trucks.
Woeful Worriers II
Who they are: They watch late-night TV alone and wonder where it all
went wrong. Worried about health and finances, they see life as a
struggle they're destined to lose. Infomercials in the wee hours can
reach them, but they are slow to spend.
What they drive: Used cars and pickups.
Intense Individualists II
Who they are: Self-reliant achievers who set their own course. Have
little loyalty to others. Key stats: 30 percent read newspaper business
sections, more than any other group. Focused on maintaining independence
through work and "quiet zones" -- gardening, woodworking -- they create
to recharge.
What they drive: Saab, Audi, Lexus RX300.
Happy Helpers
Who they are: Upbeat and positive, they focus more on being great
parents and grandparents and less on health, finances or trappings of
wealth. Listen to soft rock, religious radio.
What they drive: Honda Accord, Toyota Camry, Buick Regal.
Educated Aficionados
Who they are: Upscale, educated and traveled, but passionate about
social justice. They support fine arts, not the military. They read
in-flight and gourmet magazines and listen to jazz.
What they drive: Volvo wagons, Saab, Volkswagen Passat.
Modern moralists
Who they are: They put good works ahead of good times and attend
church. Listen to country music and religious radio.
What they drive: Honda Accord, old Buicks, Oldsmobile.
Low-energy loners
Who they are: Primarily unmarried or divorced males. Anxious about
the future. This low-income group believes they had a shot at life --
and blew it. Isolated, depressed and angry. Big consumers of
drive-through fast food and TV dinners.
What they drive: Used cars and trucks.
Aloof Affluents
Who they are: They take care of No. 1. Natural supervisors and
workaholics who respect no authority but their own. Quick to accuse
others of hypocrisy. Flattery is best approach to reach them. Highly
traveled.
What they drive: Volvo wagon, Saab, BMW X5, Jaguar.
Sources: J. Walter Thompson, CNW Marketing, Detroit News
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