Study: Baby Boomers Are "Savvy Shoppers" Who Brand-Jump More Than Younger Generations

Study: Baby Boomers Are "Savvy Shoppers" Who Brand-Jump More Than Younger Generations

It’s time once again to play Categorize The Shopping Public, this time using a survey commissioned by TV Land to convince advertisers that its Boomer-centric programming is relevant. If you or someone you know is between the ages of 40-59, you won’t want to miss this very important message—but to summarize it for the ADD crowd, it seems younger folks are (slightly) more likely to choose a brand based on fashion and hype, whereas Boomers are (slightly) less brand-loyal and seek greater value. This runs counter to the conventional wisdom that younger consumers are savvier shoppers, and gives Boomers something to gloat over—before they forget what it is they’re gloating about. Ha ha! Old people are so old!