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| melslife Target Audience: Echo Boomers |
| People who seek out healthy living and food alternatives are people passionately loyal to products, service, and companies.
melslife is:
- Community:video, photos, forums, advice, user content
- Lifestyle: healthy living, eating, diet, exercise, (life)steps, living, relationships
- Food & Drink: information, reviews, recipes, comparisons, balance
- Social Activism:community service
- Life: philosophy, spiritual happiness, family & friends
Who is mel?
mel is a 24-year-old, health-conscious woman:
- Who loves food
- Likes being fit
- Embraces life
- Has lots of opinions and suggestions
Why Echo Boomers? Key demo in social and viral media
Strength with 18-34 demos increases 18-49 demos, the key target and source for driving consistent Web traffic and ad revenues. Delivering these demos is key to success for any media company today. Also, melslife content is 25-55 and 55+ friendly.
Understanding Relevant Demographic Shifts
- “Baby Boomers”
- “Gen Y” & “Gen X”
- “Echo Boomers”
Baby Boomers - Born 1943-1964
Emerged as consumers from 1968-1982
- 75 million people in US between ages 42-60
- Most dominant adult consumer group to date
- Influenced television and media in 1970s and 1980s
- No longer relevant to successful young-demo media content
Media Influence
- 18-34 demo target shift by the ABC television network in the 1970s propelled ABC from last place to dominant number one position
- NBC launched Saturday Night and David Letterman to reach this audience. NBC targeted this audience to create the successful “Must See TV” franchise. These decisions propelled NBC to dominant number one
- Saturday Night Live’s “boomer” targeted irreverent-style impacted culture. Nike, imported cars, and fashions advertised…and created the health and fitness industries. SNL terminally impacted Detroit’s then-dominant share of US auto market
Gen X & Gen - Gen X - Born 1958-1981; Gen Y - Born 1976-2001
Emerged as consumers from 1988-2005
- Currently 17-33
- Gen Y overlaps with the next Echo Boomer consumer segment
- Raised on television, Atari 2600s, and personal computers
- Once labeled cynical, hopeless, frustrated, and unmotivated slackers who wore grunge clothing, listened to alternative music, and lived at home
- Survived hurried childhood, divorce, latch-keys, space shuttle explosions, open classrooms, political corruption, inflation, recession, post-Vietnam malaise, environmental disaster, the Islamic Revolution, horror films, and a shift from G-to R-rated movies
- Widely credited with new growth of entrepreneurship resulting in dot com boom
- Work-hard/play-hard generation
Media Influence
- Created demand for reality shows
- Supported niche cable and sports networks
- Preferred video games to mainstream media
- Embraced “urban” lifestyle
What is today’s most important demo to drive an increase in the 18-49 demo? Echo Boomers
Echo Boomers – Born 1982-1997
Emerged as consumers from 2006-to-Present
- Genetic offspring and demographic echo of their parents – the baby boomers
- Oldest barely out of college; youngest still in grade school…12-to-24-year-olds
- $170 billion in spending power
- Rules over rebellion -- convention over individualism -- traditional values, curious, intelligent, focused -- easily adapted to change -- self-reliant and confident
- A diverse generation: 35%-plus nonwhite, socially tolerant, community important (think myspace, facebook, and other online communities)
- Immersed in technology
- Increasingly skeptical of packaged ad messages; take cues from peers and the occasional celebrity
- Support social activism, the environment, organics, and Free Trade
- Viral and word-of-mouth online campaigns important
- Love to collaborate, work together, and share information
- Multi-task and interact with new technology with ease
- View prepared foods as a given and not a luxury
- According to a recent survey by San Francisco’s Outlaw Consulting, this demo is willing to pay more for eco-friendly brands, ranked Whole Foods No. 1 primarily because it consistently promoted greenness, and liked Trader Joes. Their favorite automobile companies were Toyota and Honda, and they like to shop at American Apparel for clothing
- Are defining their brand preferences now
Media Influence
- Spend more time online than watching television – television ratings declining rapidly – redefining video and entertainment content – they do not consider the Internet as “New Media” because they are always online and connected
- Totally plugged in. ipod lovers. First-born-and-bred, 100% digital generation – Facilitated decline of traditional music industry
- Reenergizing video game industry
- Growing new and improved technology platforms
- Mass media is less effective to reach them as audiences fragment
- Key to capturing the 18-49 demo
melslife
- Designed for echo boomers; friendly and relevant to all demos
- Listens, understands, and communicates with Echo Boomers – Connects, Relates & Shares – the tenets of marketing to this powerful demographic
Additional Resources
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