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