TITLE

The Buzz About Hiving

AUTHOR(S)
Smith, J. Walker
PUB. DATE
September 2003
SOURCE
Marketing Management;Sep/Oct2003, Vol. 12 Issue 5, p52
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
Comfort and connection are what consumers crave the most these days. Consumers are reaching out to connect with family, friends, and communities by re-centering their lives around their homes and neighborhoods. In the Yankelovich MONITOR's tracking of values and lifestyles, the demographics of aging baby boomers and a broad-based disenchantment with the materialistic frenzy of the bubble have combined to generate a surging interest in intangibles like family, friends, community, and work/life balance. Hiving is the response to this craving for comfort and connection. Hiving is the embrace of others in a safe setting abuzz with engagement and activity. Cocooning was coined to describe the ways in which people were returning to home during the late '80s and early '90s. People wanted a cocoon where they could retreat and wrap themselves in a protective shell and then pamper their battered psyches with soothing indulgences. Surveys show a rising interest in re-connecting. Family and community are more important than ever. The pockets of strength in an otherwise sluggish consumer marketplace are products that facilitate home-centered connections with others.
ACCESSION #
10986569

 

Related Articles

  • Meet the Mature Market. Fleming, Cathy // Credit Union Magazine;Nov2004, Vol. 70 Issue 11, p118 

    Presents the comments of marketers about the behavior of aging baby boomers in the United States. Inclination of consumers to use credit for lifestyle purchases; Change of the way women approach financial decisions; Evaluation of product use patterns.

  • Boomer boom. Schwartz, Joe; Howard, Rupert // Adweek Western Edition;10/7/96 Supplement Superbrands, Vol. 46 Issue 41, p42 

    Examines the impact of the aging baby boomer generation on the consumer market balance. Unique demographic characteristics of baby boomers; Reason behind the attention paid by companies and marketers to the generation; Power of boomers as a consumer segment; Efforts of marketers to target...

  • Baby Boomer Culture Gets its Comeuppance. Salt, Bernard // Institute of Public Affairs Review;Jun2003, Vol. 55 Issue 2, p10 

    Discusses the effect of the baby-boomer generation and Generation Y on consumer market in Australia. Reason for cultural dominance of boomers; Influence of boomers on fashion trends; Action taken by Generation Y to distinguish themselves from boomers; Impact of boomer's search for lifestyle...

  • Lodging marketers tailor programs to loyalty, not age. Chipkin, Harvey // Hotel & Motel Management;4/17/2006, Vol. 221 Issue 7, p4 

    The article reports on the marketing strategy of U.S. hotels for the baby boom generation. Hotels realize that the taste and lifestyle of baby boomers are changing and that the usual connotations associated with them should be set aside. They do not want being labeled as old. They want discounts...

  • Use transgenerational research to catch up with the middle-aged. Boutilier, Robert // Marketing News;9/3/1990, Vol. 24 Issue 18, p23 

    This article reflects on the importance of transgenerational marketing for marketers to meet the needs of baby boomers. Transgenerational marketing recognizes that a lot of purchase decisions are influenced by concern for other people. Some basis rules in transgenerational marketing include...

  • THE ELUSIVE BABY BOOMER MARKET: IN SEARCH OF THE MAGIC FORMULA. Timmermann, Sandra // Journal of Financial Service Professionals;Sep2003, Vol. 57 Issue 5, p28 

    Examines the baby boomer market as two different cohorts of older and younger boomers and discusses what happens to people's values and behaviors as they age and how that might impact marketing approaches. Size of the baby boom population; Life stages, needs and expenditures; Dilemma faced by...

  • Baby Boomer Segmentation: Kids/No Kids.  // Souvenirs, Gifts, & Novelties;Jun/Jul2007, Vol. 46 Issue 5, p212 

    A excerpt from the article "Baby Boomer Segmentation: Eight Is Enough," by Doug Anderson and Laurel Kennedy, which was published in the Fall 2006 issue of "Consumer Insight Magazine."

  • Boomers flex biggest muscles at retail.  // Discount Store News;4/3/95, Vol. 34 Issue 7, p27 

    Reports on the benefits of marketing retail products to the baby boom generation in the United States. Impact on various product categories; Dominance of most areas of retail; Preference for computer superstores when shopping for computer products; Tendency to stay away from full-price apparel...

  • Generations living their own life: The differences in lifestyle and consumer behaviour between busters and baby boomers. Valkeneers, Guido; Vanhoomissen, Tim // Journal of Customer Behaviour;Spring2012, Vol. 11 Issue 1, p53 

    Although consumer markets are often segmented into generational groups, it is not always clear on which empirical grounds this segmentation is made. Therefore, the main aim of this survey investigation was to look for differences between so-called 'busters' and 'baby boomers' in lifestyle and...

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics