Geppetto study finds boomers are attracted to youth, optimism

NEW YORK: The baby boomer generation is attracted to brand messages with a more youthful mindset and sense of optimism, according to a recent study from WPP's The Geppetto Group.

NEW YORK: The baby boomer generation is attracted to brand messages with a more youthful mindset and sense of optimism, according to a recent study from WPP's The Geppetto Group.

The study, which polled 200 men and women between the ages of 35 and 64, found that 66% of adults are still looking for brands that express their personalities. In addition, most of those polled said technology is how they express who they are. The brands most mentioned as good reflections of their inner selves included Sony, Dell, HP, Apple, and Levi's. Also, 57% of boomers said they are challenging brands to surprise them.

Meanwhile, the study showed that boomers rated brand drivers' optimism and social conscience 12 to 13 points higher than Gen Xers. Of those surveyed, Amy's Kitchen, Dove, Trader Joe's, and SodaStream were their favorite socially conscious brands.

"PR today is all about creating events, and creating content that will interest consumers and interest other businesses," said Rachel Geller, chief strategic officer at The Geppetto Group. "Our results say that you will get more notice if you take the 35-plus, and even the 44- and 49-plus target, and you involve them in what's going on in the culture today. You'll get more news. It'll be more surprising, and yet it has a real truth to a number of older consumers. A young person playing with video games is not particularly interesting, whereas older people who are really interested in playing video games is somewhat more interesting and will get more attention."

The Geppetto Group has developed integrated programs for youth, moms, and families for clients such as ConAgra, Foot Locker, NFL, PepsiCo, Samsung, Walmart, and Reebok.

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