This generation has created a number of growth markets:
  • Wellness centres
  • Financial planning services
  • Travel services
  • Retirement communities and facilities 

These people have worked hard and are looking forward to retirement. They are more concerned about getting good value for their money than they are about the cost of their purchases. Many are considering downsizing, now their children have left their homes.

In some cases, this group is sandwiched between dual responsibilities - they are caring for both elderly parents and adult children (who have returned home to live, unable to establish themselves on their own). There is a continuing demand for goods and services that meet the needs of these other groups, but the goods and services are paid for by the Baby Boomers.

Business marketing strategies must emphasize the following:
  • Customer service
  • A balance between media and personal touch
  • Good value for the dollar
  • A desire for continued health and wellness