The US Census tells us that 26 states will double their populations of folks 65+ by the year 2030.
Active Adults
The new wave of maturing Americans is incredibly active. The number one concern for Baby Boomers is "Not being healthy enough". Aging Boomers are seeking amenities to maintain activity as they age. 65% of Boomers report that travel is an unfulfilled ambition they plan to address during retirement.
During my visit to the Phoenix market last week, Robson Communities shared the many active options they offer in their planned communities. Robson does a marvelous job of uniquely addressing this consumer's desires, offering golf, tennis, swimming, fitness, clubs and organizations in an absolutely beautiful setting.
A recent BurstMedia study finds that 20 % of Americans age 55 and older think Web content is made for people their age, however a DelWeb study shows that 94% of those between 41 and 69 use email. See a disconnect here? Robson Communities website offers great information in an easily understood format.
Needs, Options and Upgrades
This consumer is seeking specific things in their home , and has plenty of time to research and find them. The active adult will respond well to a home featuring active options and cultural opportunities near by. Home builders would be smart to provide links to appropriate nearby activities on their websites.
Given the desire to travel, low maintenance will be a key selling point, as well as security features for 'lock it and leave it' peace of mind when traveling.
Entertaining is important to this market - although they may be overall 'downsizing', they are in no way seeking to cut corners. Quality and luxury is very important to this consumer, especially in the kitchen and bath. Outdoor living rooms are also a strong trend with this group.
The active adult consumer will enjoy being close (but not too close) to family, and will seek a guest room and bathroom for company.
The active adult will expect and demand a high level of customer service, and will take plenty of time in the purchasing process (they have it!). They are more willing to buy luxury items in the kitchen and bath. They will also show a strong interest in the master suite. ( A perfect location for a second fireplace, by the way.)
It's THEIR Turn
Tom Peters is one of my favorite experts on marketing trends and exceeding expectations. Tom is the author of "In Search of Excellence" and "The Pursuit of WOW!". Tom Peters has a knack for summing it all up in a few powerful words - from his 'Trends' book regarding Baby Boomers:
- I am in charge
- I am active
- I have a lot left to do
- It’s my turn
- And I can afford it
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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for the upcoming decor trends.Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience. Contact her at brownkr@hearthnhome.com or 952-985-6537
