2008 ASID Interiors 08

Health & Longevity
A Wellness Retail Revolution

Kevin Foster O!Donnell

1

ASID Interiors 08 Characteristics Retail Impact Design Response Health & Longevity

Characteristics Retail Impact Design Response
01 02 03

9


Who is the baby boom generation?
And why should we be interested?

10


Annual Fertility Rates
source: Smith - Generation Ageless

135
WW I

120
Births per Thousand

Depression WW II
105

Baby Boom
90
1946 - 1964

75

60
10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 96 98 00 02

11


Annual Births

4.5

4.0
Births (millions)

3.5

Baby Boom
1946 - 1964
3.0

2.5

2.0
10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 96 98 00 02

12


Generational Overview

Leading Trailing
Silent Baby Boom Gen X Gen Y
Edge Edge

1935 1940 1945 1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005

13


Annual Fertility Rates

135

120
Births per Thousand

105

90

75

60
10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 96 98 00 02

14


Annual Births

4.5

4.0
Births (millions)

3.5

3.0

2.5

2.0
10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68 70 72 74 76 78 80 82 84 86 88 90 92 94 96 98 00 02

15


Generational Breakdown
source: Harris - After Fifty

1946 1964

30%
Silent
! 24,275,000
Leading Edge
! 37,678,000
Baby Boom

Boomers

! 45,149,000
Trailing
Edge
Boomers

Gen X
! 39,892,000
1935 1940 1945 1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005

16


Canada UK

France
Spain
78
million Italy
Turkey

Egypt

Iran

16

17


Aging

48

Trailing Edge
42

Trailing Edge
Trailing Edge
Group Size in Age Ranges (millions)

Gen X
36
Leading Edge

Gen X

Leading Edge

Leading Edge
30

24

Silent
Silent

Silent
18

12

6

0
1980 1990 2000

18


An Aging Generation

Today
40 50 60 70
45 55
median age mean age
Leading
Edge
Boomers

Trailing
Edge
Boomers

40 50 60

1945 1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015

19


Creation of the Youth Culture

Today
50

Leading
Edge
Boomers

The most coveted demographicTrailing
group?
Edge
18 - 49 Boomers

50

1945 1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015

20


Every seven seconds...
another Boomer in the US
turns 50.

21


Formative Years

Silent Formative Years

Leading Edge
Formative Years
Boomers

Trailing
Edge Formative Years
Boomers

Gen X Formative Years

1935 1940 1945 1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005
Pearl Harbor

Watergate

Energy Crisis
Rock & Roll

MLK Assassination
Sputnik

Challenger Explosion

WWW
AIDS
Nixon Resigns
Korean War
End of WWII

Stock Market Crash

Gulf War
Ronald Reagan
Moon Landing

Berlin Wall Falls
JFK Assassination
Vietnam War
Eisenhower Election

RFK Assassination

Kent State

22


Formative Events - JFK

23


Formative Events - Rock & Roll

24


Formative Events - Vietnam

25


Formative Events - Space Race

26


Formative Events - Civil Rights

27


Formative Events - Culture

28


Formative Events - Watergate

29


Formative Events - Energy Crisis

30


Formative Events - Hostage Crisis

31


Formative Events - Ronald Reagan

32


Formative Events - Information Age

33


Formative Events - Culture

34


Baby Boomers of the US
are one of the world’s largest economy!

They represent more than $5 trillion
in annual spending.

35


Spending Power

United Kingdom
France
Italy
Russia
Brazil
Canada
South Korea
Mexico
Spain

36


Spending Power

by 2010
spending by consumers over forty
will dwarf the spending of consumers under forty
by $1 trillion.

37


Spending Power

as of 2001
those ﬁfty and older controlled $28 trillion
or two-thirds of the nation’s wealth

38


Income at Comparable Ages

$48,000

$42,000

Leading Edge
Trailing Edge
$36,000

Silent
Silent
Leading Edge
$30,000
Gen X

Silent
$24,000
Trailing Edge

Leading Edge
Trailing Edge

$18,000
Gen X

$12,000

$6,000

$0
15-24 25-34 35-44 45-54 55-64

39


Age Bracket Income Comparisons

Mean Income
All Households $42,209

Under 25 $27,828

25 to 34 $45,330

35 to 44 $53,521

45 to 54 $59,021

55 to 64 $47,203

65 to 74 $28,173

40


Age Bracket Net Worth

Median Net Worth

All Households $86,100

Under 35 $27,828

35 to 44 $77,600

45 to 54 $132,900

55 to 64 $182,500

65 to 74 $176,300

41


Impact of the Economy by Generation

35

30
Compared With Previous Group (percent)

28.8

25
24.1

20
19.1

15 15.9

12.4
10 11.6

5 6.7
4.3

0
-4.7

-5
Change in 1980’s Change in 1990’s Size of Economic Impact

Gen X over Trailing Edge Trailing Edge over Leading Edge Leading Edge over Silent

42


Distribution of Wage Increases

16
15.8

14
13.5

12
By Group Pairs (percent)

10
10.1
9.2
8

6
6.1

4

2.9
2

0
Mean Increase Median Increases

Gen X over Trailing Edge Trailing Edge over Leading Edge Leading Edge over Silent

43


Increase in College Completion

50%
more

Leading Edge and Trailing Edge boomers
have completed college
compared with the Silent Generation.

44


Undergraduate and Graduate Degrees

35%

30%

Leading Edge
Gen X

Leading Edge
Trailing Edge
25%

Trailing Edge

Silent

Silent
Leading Edge
By Age (percent)

20%

Silent
15% Silent
Trailing Edge

Leading Edge

10%
Gen X

5%

0%
15-24 25-34 35-44 45-54 55-64

45


Percent of Population as White

100%

90%

Silent
Silent
80%
Trailing Edge

Leading Edge
Leading Edge
Gen X

Trailing Edge
70%

60%

50%

40%

30%

20%

10%

0%
25-34 35-44 45-54 55-64

46


Who are Boomers?

Steve Jobs Bill Gates Paul Allen
Apple Microsoft Microsoft

47


Who are Boomers?

Bill Clinton Arnold Schwarzenegger Barack Obama
US President CA Governor US Senator

48


Who are Boomers?

Michael Jordon Chris Evert John Elway
Basketball Tennis Football

49


Who are Boomers?

Johnny Depp Meryl Streep Brad Pitt

50


Who are Boomers?

Rod Stewart Sheryl Crow Elton John

51


Summary

Leading Edge Boomers
Optimistic.
Have the ability to change the world.
Can accomplish anything they set their minds to.
Are in control of their own destiny.
Entrepreneurial spirit.

52


Summary

Trailing Edge Boomers
Pessimistic about the world, and their place in it.
Suspicious of government.
Embrace the power of technology to bring about
meaningful change.
See the world as unpredictable.

53


Summary

55


01 02 03

57


Areas Impacted

63


Areas Impacted

Industries that will be effected:
Retail Food
Redeﬁning Health
Drug Culture
Leisure & Adventure
Technology

64


Retail Food

65


Retail Food

66


Retail Food

67


Retail Food

68


Retail Food

69


Retail Food

70


Retail Food

71


Redeﬁning Health

72


Redeﬁning Health - Gym Fitness

74


Redeﬁning Health - Home Fitness

75


Drug Culture

76


Drug Culture

77


Drug Culture

78


Drug Culture - Direct to Consumer Advertising

79


Drug Culture

Viagra Cialis Levitra Maxtor
Seroquel Claritin Singulair
Nasonex Astelin Lunesta
Rozerem Lipitor Vytorin Zetia
Plavix Alavert Zertec Flomax
Avodart Aricept Neulasta
Femara Asmanex Advair
Celebrex Imitrex Restasis
Requip Valtrex Boniva Zoloft
AmbienCR

80


Drug Culture - Weight Loss

81


Drug Culture - Vitamins

82


Drug Culture - Drug Stores and Pharmacies

83


Drug Culture - Alternative

84


Leisure & Adventure

85


Vehicle Ownership - Family Car

62%

33%

21%

87


Vehicle Ownership

88


Seasoned Traveler

89


90


Types of travel:
Historical Romantics
Road Warriors
Luxury Seekers
Cultural Explorers
Experimental Adventurers

91


Technology

92


Summary

Helping to reinvent retail food.
Reinventing the concept of health.
Drug culture.
Have been some of the biggest travelers and
should continue to.
Are not afraid to use technology.

94


01 02 03

96


Issues to Address

97


Issues to Address

Issues:
Diminished Senses - sight, sound, smell,
taste, and touch.
Prefer positive over negative.
Prefer emotional connection.
Reﬂection.

98


Diminished Senses - Sight

99


Diminished Senses - Sight

100


Diminished Senses - Sound

101


Diminished Senses - Sound

102


Diminished Senses - Smell

103


Brain Changes

104


Reﬂection

105

ASID Interiors 08 Health & Longevity

Closing Thoughts

106

ASID Interiors 08 Health & Longevity

The Baby Boom Generation is more than
just a set of demographic numbers.

They are a group so large and powerful
that they will be a force to reckon with
regarding their retail needs.

Designers need to take into account
speciﬁc differences to make certain that
designs cater to those differences.

107

2008 ASID Interiors 08

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