This Week's Herman Trend Alert Purpose Emerging as Important Driver of Engagement

The Herman Trend Alert November 2, 2011 Boomers Realigning Values Being 76.4 million persons strong, the Baby Boom generation is clearly influential to all kinds of markets. A just released study from Civano Living, Ypartnership, and American LIVES reports that Baby Boomer consumerism is giving way to relationship-building. In addition, Boomers are voting with their dollars for companies that reflect the values and lifestyles to which they aspire---great news for some marketers, terrible news for others. This realignment of values will have a wide-ranging impact “Consumer Goods and Services”, “Travel, Tourism, Home, and Real Estate”, and “Health and Wellness” and “Politics and Current Affairs”. Findings from the Boomer Values Realignment Study reflect the state of affairs in the United States: a very slow-growing economy, slipping global disposition, a bleak outlook, and socio-economic imbalance. These developments have pushed Boomers to become more “introspective”. They are shifting away from consumerism, materialism, and conspicuous consumption, toward personal, more meaningful relationships. Reacting to significant and far-reaching events, like decline in home equity and their nest eggs disappearing, as well as their own aging, Boomers feel vulnerable. For many Boomers, there will be a decrease in their desire to buy designer goods and expensive jewelry and an increase in their desire to invest in eco- and volun-tourism. Though 80 percent want to “feel healthier and more balanced at the end of a vacation”, they will take fewer vacation days and shorter trips. They will gravitate towards “communities that foster social engagement and environmental consciousness”. Rather than buying how-to books, they will seek their information online, where they have built relationships and trust. Baby Boomers will continue to explore their own “health and wellness” and 86 percent believe obesity is a national problem. (They are quite correct!) They see a connection between individual wellbeing and planetary health, maintaining a healthy interest in societal issues like air and water quality, healthier foods, less toxic building materials, renewable energy, and conservation. Politically, they are pessimistic about the current state of affairs; 70 percent are concerned the US is slipping in its global leadership position. (Right, again!) Although these data are on US Boomers, we are certain that similar shifts will be found in the attitudes of Boomer globally. Wise marketers will be motivated to rethink their campaigns, based on these new data. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." WHO SENDS OUT YOUR NEWSLETTERS? We are convinced there is no better choice than ours! We have happily used DataBack Systems to deliver The Herman Trend Alert for over 10 years and. Visit their website (http://www.databack.com) or call Byron directly at 503.941.0427. You'll be glad you did. IS YOUR EMPLOYER AN EMPLOYER OF CHOICE®? Our effective, onsite seminars, workshops, and consulting can help you get there. We offer 1-, 2-, 3-hour, and full-day programs to help you communicate what it takes to become an Employer of Choice® and inspire your folks to get it done. In the future, being an Employer of Choice® will not be optional. Call Carol at 336-210-3547 to arrange a no-obligation conference call. Or order the electronic version of the Employer of Choice book on your desktop for only $17.80 @ http://hermangroup.com/store/books_all.html#2. STRUGGLING TO FIND THE PEOPLE YOU NEED? VETJOBS CAN HELP! Recently, hundreds of thousands of jobs remain unfilled due to a lack of capable people. If you are looking for qualified candidates, you need to hire a veteran using VFW-sponsored VetJobs, the largest military employment site on the Internet. Thousands of returning veterans are looking for good jobs now. Mention this ad in The Herman Trend Alert and receive a 10% discount on job postings. Call Ted Daywalt at 877-838-5627 or inquire at info@VetJobs.com. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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