Survey of Baby Boomers Shows That Consumer Generation Gap May Be Shrinking

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Boomers Seek to Surround Themselves with Things Similar to Younger Generations -- and Leading Marketers Take Notice CHICAGO, Dec. 15 /PRNewswire/ -- Ask Baby Boomers what their favorite things are and you might be surprised. In fact, Euro RSCG's Prosumer(TM) research team found that the list is very similar to things sought by people younger -- much younger -- than the average Boomer. Euro RSCG Worldwide, a leading marketing communications company, conducted its latest Prosumer Pulse(TM) study by digging deep into the young, vital minds of 1,000 men and women over the age of 45, living in the United States. Results showed that Boomers obsession with staying youthful is reflected in the people, places and things with which they choose to surround themselves. "Boomers believe that age is a function of mind over matter. It's more important to them how old they feel than how old they are," says Paula Ausick, director of strategy and planning at Euro RSCG Chicago. "They are out to feel young at 45 or even when they reach 95 as long as they keep their rock and roll values." This attitude is reflected in decisions Boomers are making about the types of items, people and activities they choose to include in their lives. The result is a list that is as relevant to Mandy Moore as it is to Michael Moore. Hillary Duff chases many of the same things as Hillary Clinton. "While the Boomers' wish lists are similar to the younger set, their access to these things is very different," says Mark Blankenship, president and COO at Euro RSCG Chicago. "Boomers with loads of disposable income and a quest for youthful endeavors gobble up items at a growing rate. This is why top marketers spend increasingly more time and money keeping up with them." The List Here are seven things upon which Boomers surveyed placed an above average value. 1. Starting a (new) career: Of those Boomers surveyed, 62-percent saw a total career change as a viable option. 2. School: Boomers fully intend on re-directing their lives at least one more time, including attending/returning to university life. 3. Friends: Relationships outside the family circle are increasingly important for this generation. Social activities like parties and drinking rank high. 4. Sports/Fitness: More than 75-percent of Boomers see sports and fitness as a key to staying young. 5. Sex: The vast majority of those surveyed still value their love lives. One-third of respondents see no slow down of sexual activity. 6. Cell Phones/Internet: At least two-thirds of Boomers surveyed use cell phones and internet to facilitate their active lives. 7. Pets: Paris has Tinkerbell. And nearly two-thirds of Boomers surveyed say their pets keep them young. About Euro RSCG Euro RSCG Chicago serves clients including Anheuser-Busch, AARP, Barilla, Citigroup, H2O, Newell-Rubbermaid, Pizza Hut, DirectBuy, Sears and Sprint. Euro RSCG Worldwide, a leading integrated marketing communications agency, is made up of 233 offices located in 75 countries throughout Europe, North America, Latin America, and Asia Pacific. Headquartered in New York, Euro RSCG Worldwide is the largest unit of Havas, a world leader in communications (Nasdaq: HAVS; Euronext Paris SA: HAV.PA). DATASOURCE: Euro RSCG Chicago CONTACT: Liane Adduci, of AD Public Relations, for Euro RSCG Chicago, +1-312-994-2451,

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