You are Joann Hines, "The Packaging Diva". Could you talk about your expertise on the U.S. packaging market?
I track packaging trends and technologies that influence the way and where we shop.
My particular interest is the changing demographics of the key purchaser or influential decision makers. This is not a static group and outside influences can dramatically impact the decision making process.
New categories of products are continually being introduced as well as innovations that influence the purchasing culture in general. How we shop and where we shop is also helping to determine what we purchase.
Do you think that the 50+ segment offer opportunities to the packaging industry?
Absolutely. The largest new purchasing segment will be the over 50 generation.
The demographic numbers of this market segment are staggering. Currently one baby boomer turns 50 every 8 seconds of every day. In addition the first baby boomer will be turning 60 in 06.
By 2010, 90 million Americans will be age 50 or greater. This group has money to spend and is willing to spend it for the right products.
You were speaking at the conference "Capture the Purchasing Power of Women". Are professionals aware of the market opportunities offered by the 50+ age group?
Over 50 is an underserved market. Marketers are just beginning to notice this group. They previously have been lumped in with all other segments with little or no targeted advertising.
Assumptions have been made that cultivation someone that's 50 is the same as someone that's 30. That's simply not true. There are of course cross-generational products but many marketers have failed to see the difference in marketing by demographics rather than what's currently in vogue with the younger generation.
Do baby-boomers have specific needs and expectations regarding packaging?
Lifestyles for over 50 are vastly different now that in our parents time. First we are living longer are in good health and are more affluent. Two primary issues concern this group. Being able to see the package information and read it and manual dexterity for opening and closing. This group doesn't not consider this a weakness just a fact of life. So don't appeal to someone by saying this product is for old age, diminishing eyesight or arthritic hands.
Just make it work and easily.
What are the main difficulties in designing a packaging for this age group?
Trying to create a universal package that appeals and works for all age brackets doesn't work. What appeals to the younger generation might be a complete turn off to someone over 50. Creating relevance that can resonate with any age bracket is what is important.
So many products that are packaged to appeal teens won't appeal to 50+.
Again, two primary factors are the loss of visual acuity and manual dexterity, a natural aging process. So consider who will buy the product before you design your packaging.
What services does The Packaging Diva offer to companies targeting the 50+ market?
I work with various think tank and marketing consultancies to help them understand what the 50 + generation wants and expects in their product packaging. I help them to understand that this group needs cultivation with unique packaging features and attributes.
Why this generation is unique and growing with unlimited long term marketing potential
JoAnn Hines will be speaking at the following events:
|
Event |
Date |
Presentation |
|
Packaging and Design Summit |
June 05 |
Design Your Packaging for the Ultimate Target Audience: Boomers |
|
Prestige Products Conference |
June 05 |
Prestige Products for Boomers: "If You Package Them Will They Buy? |
|
CPP Expo |
Sept 05 |
Great Package Design Meets The Real World |
|
Marketing to Women Conference |
Dec 05 |
If You Package It, Will She Buy? |
Home
