Businesses that allow boomers to save time will always attract their attention. Comfort is the second boomer currency. This generation has never experienced the deprivation or patriotic sacrifice required of Great Depression and World War II cohorts. Access is the third and perhaps most visible boomer currency. As they enter maturity, boomers expect their transactions to be easy, both in terms of discovery and performance.
Boomers prefer to be rewarded for their savvy, rather than their age.
The Life Stage Imperative Following an understanding of their new currencies, the most important step marketers can make in reaching boomers in maturity is to direct messages toward the life stage of subsegments within the larger group. But the longer lives, higher incomes, and greater flexibility of today's mature adults allow for great fluctuation in life stage patterns. In many cases, adults today follow an almost cyclic life stage pattern, leaving and re-entering life stages several times, as their interests and circumstances allow. These life-events are highly predictive of changing buying patterns. The life stage indicators, when overlaid against a database of clients, can allow precise campaign executions.