"Seniors, particularly baby boomers, each believe they belong to a market segment made up of exactly one person," says Quinnipiac's Blaine Branchik, reports the New York Times. "Many believe the only thing they have in common is that they are all so unique that they have nothing in common," he adds. Does that stop marketers from trying to put them into neat little boxes? Of course not.
Consulting firm Age Wave divides post-retirement consumers into four essential categories -- Ageless Explorers, Comfortably Contents, Live for Todays and Sick and Tireds, reports