Walking the streets of New York during NYIGF I had an epiphany that we were in the midst of a demographic tipping-point . . . the shift away from marketing to Boomer women toward marketing to Echo-Boomer women. 

Boomers, those born between 1946 and 1964, as we all know are the largest demographic ever, totaling 77 million.  Echo-Boomers, those born between 1980 and 1994, are the children of Boomers.  Also known as Gen Y, they are the second largest demographic ever, totaling 71 million.  Note that I referred to Boomer and Echo- Boomer Women for we all know that women make 87% of all purchases and/or purchasing decisions.

Echo-Boomers (age 14 to 28) are approaching their peak buying years while Boomers (age 62 to 44) buying years have peaked.

Echo-Boomers are more aware of the world than any other demographic with ubiquitous news updates on the internet and smart phones.  Echo-Boomers are most influenced by the current economic crisis as they approach the job market, pay off college loans, the prospect of buying and furnishing a first home, marriage, starting a family, etc.   This experience will influence their future financial mind-set creating an air of caution harking back to the 1970's era of frugality.  They will adapt a save-now-buy-later vs. buy-now-pay-later attitude.  And, they will make "safe decisions with big-ticket items choosing neutral colors, then accessorizing them with a splash of colorful pattern.

Marketing to the diversity of Echo-Boomers spills over to the Boomer market . . . the generation who wants to be forever-young.  Boomers, as they become "less-young," are becoming less predictable in their style and design preferences and more disparate in their buying habits to effectively target as a market.  They are mirroring Echo- Boomers who want to be most "like themselves."  At Anthropologie, full of retro-hip merchandise, I witnessed women aged 16 to 76 shopping, trying on, and buying similar items. 

"Boomer women, who are becoming less definable in their buying habits," is the reason given for Sigrid Olsen* going out of business. 

You've observed the expanded range of products at retail venues to include a plethora of personal care products and personal accessories, specifically handbags, totes, sunglasses and jewelry.  These products are perfect because one-size fits all  . . . all shapes and all demographics. 

Changing demographic markets leads to new thinking.  Please share your observations and thoughts about this change of market targets. 

And, please check out my newsletter, The Trend Forecaster, at www.thetrendforecaster.com for information on how to subscribe.

(*Are you aware that Liz Claiborne owns Kate Spade, Juicy Couture, Sigrid Olsen, Dana Buchman, and Ellen Tracy among others?)