Population growth in the United States is slowing. Projections from the Nielsen Company, the Pew Research Center, and the Census Bureau all agree that year over year population growth will struggle to reach 1% for decades to come.

A likely future for the U.S. in the year 2020 and beyond is a country split between the aging Baby Boom still with substantial political, economic, and social power, and a young, fast-growing multi-cultural population with far less political and economic clout.

Nearly 39% of U.S. households—some 44 million—are headed by a Baby Boomer. Nearly 77 million Americans fall into the cohort born between 1946 and 1964. In a couple of years, that generation will begin to reach the traditional retirement age. Given all that has happened in the economy in the last eighteen months, will they be able to afford to retire?

Baby Boomers may be the perfect catch for advertisers in this unstable economy, according to new research from Nielsen.  Not only are Baby Boomers spending the lion’s share of consumer packaged goods, but are also watching more TV and spending more time on the Internet than Millenials age 18-44. Boomers watch 39 hours of TV per week compared to only 27 hours a week for Millenials.   Boomers also use the Internet almost 7 hours per week compared to 6 hours a week those for those 18-44.  Read the full study here.
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People in the U.S. move for a wide range of reasons, but typically they seek out places that provide them with opportunities—economic opportunities most often. But, mobility is on the decline, and not just because of the ongoing economic downturn. Moving rates have been dropping for the past several decades, driven by long-term demographic trends.

Baby boomer households represented more than 50% of sales in 98 of 122 consumer packaged goods (CPG) product categories analyzed in a recent study by Nielsen and the Hallmark Channel.  That adds up to almost $200 billion in total sales in those categories. 
But despite the evident buying power of boomers, many advertisers — intent of wooing loyal lifetime customers — continue to focus their advertising on younger consumers.
Writing in the January issue of Nielsen’s “Consumer Insight” online newsletter, Howard Shimmel, Senior Vice President, Consumer Insights, Nielsen, and Jess D. Aguirre, …

By: Jess D. Aguirre, Jr., Senior Vice President, Research, Hallmark Channels, and Howard M. Shimmel, Senior Vice President, Consumer Insights, The Nielsen Company
SUMMARY: What do beer, gum, candy, snacks, and fragrances have in common? All are categories that under-spend on media against a Boomer demographic that accounts for the bulk of consumer packaged goods sales.
It’s a question for the ages. Why aren’t TV advertisers targeting Baby Boomers, a demographic with proven clout at the cash register and demand to spare? Even as Boomers expect to live and work longer, extending …

Baby boomers are beginning to retire from the U.S. workforce, but according to Nielsen, their buying power remains strong.
Households with baby boomer members — born between 1946 and 1964 – account for nearly $230 billion in sales of consumer packaged goods (CPG) products and represent 55% of total CPG sales, a new study by Nielsen and Hallmark Channel reports.
The research, which examined the CPG spending power and brand loyalty of baby boomer households, found that baby boomer households’ share of sales is 5 points higher than their share of population, according to …

America’s wealth landscape is in flux.  In recent years, a new segment of wealthy Americans has emerged, according to a new white paper recently released by Nielsen Claritas. 
Known as the “New Mass Affluent,” members of this group have amassed assets of more than $100,000 each, though most of these baby boomers were born into middle class households.  By 2007, the group represented 19% of all households in the U.S.  By 2012, the New Mass Affluent is expected to grow to account for at least 20% of all American households.
Often underserved …