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Post-War Cohort

Post-War Cohort. Caroline Gastaud Nauman Nadeem Kate Seguin. Post-War Cohort. Born: 1928 - 1945 Came to age: 1946 – 1963 Now: 59 -77. Economic growth Social tranquility Aftereffects of WWII 59% graduated from high schools Had kids earlier than any other generation.

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Post-War Cohort

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  1. Post-War Cohort Caroline Gastaud Nauman Nadeem Kate Seguin

  2. Post-War Cohort • Born: • 1928 - 1945 • Came to age: • 1946 – 1963 • Now: • 59 -77

  3. Economic growth Social tranquility Aftereffects of WWII 59% graduated from high schools Had kids earlier than any other generation Silent generation Conservative Risk averse Strive for financial security Generous Feel lucky Demographics Shared early life experiences Core Values

  4. Family Life Cycle Characteristics Empty Nest I Empty Nest II Post-war Cohort Solitary Survivor Retired Solitary Survivor

  5. Sources of Income • 49% Social Security • 35% Company pension • 17% 401(k) • 34% Personal savings/investments • Part time work

  6. Expenditures • Health Oriented • Medical Appliances • Medicines • Sleep and Digestion medicines • Move to a different climate • Traveling • Exercising • Shared housing

  7. What does the Post-War cohort look for in a product/service? • Have a lot of disposable income • Spend on grandchildren • Traveling • Healthcare • Concerned with prosperity as status quo • Own homes • Own cars • Familiarity (low technology)

  8. Preferred Media • Television • 75% listen to radio daily • Newspaper • Direct mailings • Strong aversion to computers

  9. Companies that target the Post-War Cohort • pharmacies & drug companies • Lottery • Healthcare insurance • Travel agencies

  10. Examples of good advertising to the Post-War Cohort • The Vermont country Store • The Post

  11. Examples of good advertising to the Post-War Cohort • Genesis Direct of Secausus • Macanudo

  12. Industries that could target the Post-War Cohort: • Toy industry • Only a small percentage already targets this group • Most focus on parents • Everything linked with comfort: automobile, real estate… • Computer-training • Availability of special websites (basic)

  13. Suggestions for Advertising to the Post-War Cohort: • Use 50s pictures • Core value-reflective copies • Use 50s personality

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