Post-War CohortPost-War Cohort

Caroline GastaudCaroline Gastaud

Nauman NadeemNauman Nadeem

Kate SeguinKate Seguin

Post-War CohortPost-War Cohort

Born:Born: 1928 - 19451928 - 1945

Came to age:Came to age: 1946 – 19631946 – 1963

Now:Now: 59 -7759 -77

DemographicsDemographics

Economic growthEconomic growth Social tranquilitySocial tranquility Aftereffects of WWIIAftereffects of WWII 59% graduated from 59% graduated from

high schoolshigh schools Had kids earlier than Had kids earlier than

any other generationany other generation

Silent generationSilent generation ConservativeConservative Risk averseRisk averse Strive for financial Strive for financial

securitysecurity GenerousGenerous Feel luckyFeel lucky

Shared early life Shared early life experiencesexperiences

Core Values

Family Life Cycle CharacteristicsFamily Life Cycle Characteristics

Empty Nest I

Solitary Survivor

Empty Nest II

Retired Solitary Survivor

Post-war

Cohort

Sources of IncomeSources of Income

49% Social Security 49% Social Security 35% Company pension35% Company pension 17% 401(k)17% 401(k) 34% Personal savings/investments34% Personal savings/investments Part time workPart time work

ExpendituresExpenditures

Health OrientedHealth Oriented• Medical AppliancesMedical Appliances• MedicinesMedicines• Sleep and Digestion medicinesSleep and Digestion medicines

Move to a different climateMove to a different climate TravelingTraveling ExercisingExercising Shared housingShared housing

What does the Post-War cohort What does the Post-War cohort look for in a product/service?look for in a product/service?

Have a lot of disposable incomeHave a lot of disposable income Spend on grandchildrenSpend on grandchildren TravelingTraveling HealthcareHealthcare

Concerned with prosperity as status quoConcerned with prosperity as status quo Own homesOwn homes Own carsOwn cars

Familiarity (low technology)Familiarity (low technology)

Preferred MediaPreferred Media

TelevisionTelevision

75% listen to radio daily75% listen to radio daily

NewspaperNewspaper

Direct mailingsDirect mailings

Strong aversion to computersStrong aversion to computers

Companies that target the Post-Companies that target the Post-War CohortWar Cohort

pharmacies & drug pharmacies & drug companiescompanies

LotteryLottery

Healthcare insuranceHealthcare insurance

Travel agenciesTravel agencies

Examples of good advertising to Examples of good advertising to the Post-War Cohortthe Post-War Cohort

The Vermont country StoreThe Vermont country Store

The PostThe Post

Examples of good advertising to Examples of good advertising to the Post-War Cohortthe Post-War Cohort

Genesis Direct of SecaususGenesis Direct of Secausus

MacanudoMacanudo

Industries that could target the Industries that could target the Post-War Cohort:Post-War Cohort:

Toy industry Toy industry Only a small percentage already targets this Only a small percentage already targets this

groupgroup Most focus on parentsMost focus on parents

Everything linked with comfort: Everything linked with comfort: automobile, real estate…automobile, real estate…

Computer-trainingComputer-training Availability of special websites (basic)Availability of special websites (basic)

Suggestions for Advertising to the Suggestions for Advertising to the Post-War Cohort:Post-War Cohort:

Use 50s picturesUse 50s pictures

Core value-reflective copiesCore value-reflective copies

Use 50s personalityUse 50s personality