U-Boomers

“We’re so special.” It makes one wonder how the other generations feel about us. The new term, among many, for a large segment of the boomer generation is “U-Boomer.” The “U”, as mentioned in Forbes, stands for uncompromising, so U-Boomers are those who intend on keeping a high flying lifestyle but likely do not have the finances to keep it going. This means those who market to boomers need to figure out how to give them what they want without a lot of cost.

For marketers of active adult communities, that will be a challenge. Part of the solution is in positioning communities so they deliver high value and prestige without pricing the product out of reach. Maybe that means inexpensive hiking and biking trails instead of ultra-expensive golf courses. Or intimate
clubhouses instead of monstrous edifices. A la carte services instead of the buffet approach. Environmentally sustainable communities that not only keep energy expenses down, but make U-Boomers feel like they are fashionable and responsible.

The last line is a bit cynical and was written by someone who does not understand how we change as we age. Research has shown that older adults are actually interested in being environmentally responsible. They do not want to "feel like" they are responsible. They have a desire for authenticity and in leaving a legacy for future generations.