Transcript Post-War Cohort

Post-War Cohort
Caroline Gastaud
Nauman Nadeem
Kate Seguin
Post-War Cohort
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Born:
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Came to age:
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1928 - 1945
1946 – 1963
Now:
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59 -77
Demographics
Shared early life
experiences
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Economic growth
Social tranquility
Aftereffects of WWII
59% graduated from
high schools
Had kids earlier than
any other generation
Core Values
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Silent generation
Conservative
Risk averse
Strive for financial
security
Generous
Feel lucky
Family Life Cycle Characteristics
Empty Nest I
Empty Nest II
Post-war
Cohort
Solitary Survivor
Retired Solitary Survivor
Sources of Income
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49% Social Security
35% Company pension
17% 401(k)
34% Personal savings/investments
Part time work
Expenditures
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Health Oriented
• Medical Appliances
• Medicines
• Sleep and Digestion medicines
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Move to a different climate
Traveling
Exercising
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Shared housing
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What does the Post-War cohort
look for in a product/service?
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Have a lot of disposable income
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Concerned with prosperity as status quo
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Spend on grandchildren
Traveling
Healthcare
Own homes
Own cars
Familiarity (low technology)
Preferred Media
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Television
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75% listen to radio daily
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Newspaper
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Direct mailings
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Strong aversion to computers
Companies that target the PostWar Cohort
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pharmacies & drug
companies
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Lottery
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Healthcare insurance
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Travel agencies
Examples of good advertising to
the Post-War Cohort
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The Vermont country Store
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The Post
Examples of good advertising to
the Post-War Cohort
 Genesis
Direct of Secausus
 Macanudo
Industries that could target the
Post-War Cohort:
 Toy
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industry
Only a small percentage already targets this
group
Most focus on parents
 Everything
linked with comfort:
automobile, real estate…
 Computer-training
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Availability of special websites (basic)
Suggestions for Advertising to the
Post-War Cohort:
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Use 50s pictures
Core value-reflective copies
Use 50s personality