“Ready or not, here they come. The most potent consumer force ever to hit the marketplace is the Baby Boomer generation. They’re affluent. They’re empowered. They already spend more than 2.1 trillion dollars a year on consumer goods and services. And they’re just getting warmed up.”
--Dave Senay, President and CEO, Fleishman-Hillard

Fleishman-Hillard is the first global PR firm to offer a U.S.-based practice group that is exclusively dedicated to helping companies build powerful relationships with the men and women of the baby boomer generation.

Spanning 18 years and diverse influences, the baby boomer generation is defying many of the stereotypes of aging, sending marketers of all ages back to the drawing boards to figure out how to get their fair share of this complex but promising consumer segment.

Spearheaded by Senior Partner Eileen Marcus, the FH Boom℠ practice of over 100 seasoned communications professionals around the globe stands ready to use every communications and research tool within our power to give your organization, institution or corporation a front row seat as the sleeping giant of men and women 42+ wakes up to its full power and potential.

FH Boom℠ is headquartered in the Washington, DC office of Fleishman-Hillard with a strong west coast presence and representation throughout Fleishman’s global network of 80 offices.

To contact:

FH Boom℠ Offerings:

The FH Boom℠ Training, Keynotes and Consulting

• Training for marketers, senior leadership and executives on connecting positively with boomers based on the latest research
• Keynotes, speeches and retreats on related topics

The FH Boom℠ Communications Inventory

A review process designed to analyze campaigns already existing or on the boards in light of our proprietary intelligence about marketing-to-boomers

• Identify overlooked possibilities and missed opportunities for initiatives directed towards boomers
• Customer ‘persona’ analysis, development and implementation by segmentation
• Motivational analysis and prescription: illuminating the interface between boomer responses to life events and resulting shifts in consumption and value-based behaviors and attitudes in light of the latest adult development and ritual studies theory
• Qualitative and quantitative research assistance to fill in any gaps

Boomer Communications

Program consultation and design drawing upon FH Boom’s own psycho-social research about boomers powerfully combined with Fleishman-Hillard’s Integrated Marketing Solutions (IMS) for a comprehensive approach to marketing communications

• Breakthrough integrated marketing, encompassing but not limited to traditional external PR programs
• Grassroots marketing to connect with boomers and boomer women
• Emphasis on experiential promotional and viral programs
• Sponsorships/collaborations
• Utilization of new media and technology

FH Boom℠ Inside

• Internal communications programs directed towards workers 42+
• Intergenerational workplace relations
• Boomer retention in the workforce
• Sensitivity and effectiveness training for sales representatives

Boomer Constituency Relations Management

• Corporate responsibility dollars/third party alignment
• Coalitions and advocacy
• Unlocking corporate partnerships