As divorce rates have dropped nationally in the past 20 years for Americans, just the opposite holds true for boomers, soaring to over 50% among this generation, according to a recent article written in The Wall Street Journal . When marketing to seniors, this new trend needs to be considered by professions and services directed to the aging baby boomers.
Baby boomer couples are faced with a new stage in their life with the spotlight shining brightly on their marital relationships and the stats are showing it’s just not working out. A recent study, conducted by Bowling Green State University, concluded that one third of couples ages 46 – 64 were divorced, separated or never had been married in 2010, compared with 13% in 1970.
After the children leave the house, couples are realizing they have another 20 -30 years of good health ahead of them; prompting boomers to reassess their relationships and their lives. However 20 – 30 years of good health may not be the future for some and senior care may become a factor earlier than expected. Most boomers entered marriage in the 1970s with expectations very different from previous generations; individual happiness was the goal as opposed to how well they fulfilled their marital roles. Although self-fulfillment is a large contributing factor for the divorce surge, longevity, economics and evolving social mores are also playing a role, according to sociologists. What does this mean for the baby boomer generation as they begin to need senior care? What does this mean for the provider of services to older adults? Elder care can become challenging and costly for the single boomers since they will have to fend for themselves instead of relying on a spouse. Some expenses to consider for the aging boomer can be nursing home care, senior living, home health care, medicine and more. Those providing services to the aging population might need to assess their marketing strategies and take a closer look at their “soon to be” target market.
Marla Levie, BSW, MA, President and Founder of Focus on Aging, has successfully been providing marketing consulting, social media and recruiting services to the elder care market and to other service-related professions in the Chicago area for over 20 years. Use the contact tab to email Marla for additional information about her services.