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The Wall Street Journal yesterday had an in-depth report and podcast on boomers turning 60 next January.

The article takes a look at what we can expect from this generation that brought us rock ‘n’ roll, working moms, SUV’s, Botox , Viagra and Starbucks.

Here is the list of what possibly to look forward to:

• longevity for sale – with boomers expected to live much longer and having tremendous spending power, expect seeing consumer-driven health care
• work – take two – 75% of boomers intend to keep working past retirement
• a return to communal living – 55+ communities are springing up all over my area already
• personal technology – memory boosting games, etc.
• already 7 out of the average 13 cars one buys over a lifetime are being bought by buyers over 50 – and with that number expected to go up – we can look forward to a big boomer impact on everything that helps us get around
• leisure quest – enough boomers will have enough money to drive up the demand for exotic travel destinations
• legacy – the movie – new and creative ways to expressing their death

The article has some interesting (and sometimes scary) stats too:

• in 25 years – boomers will make up 20% of the population (between 66-84)
• in 2000, only 7.3 of the boomers lived below the poverty level, lower than any other segment (that is not good – the middle class is what made this country strong!)

As I said before, the difference in population distribution across the different world economies will lead to interesting challenges for worldwide brand marketers.

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