Gray Power: Marketing to Canada's Aging Population

Ever since the first baby of the post-Secondand 35% of those between 55 and 64 years of
World War generation arrived in the world, theage held mortgages. In 2001, according to
'boomers' have influenced every aspect of societyStatistics Canada information, those figures had
and have pretty much had and done things theirrisen to 61.6% and 39.1% respectively. In 2003
own way. Even now, as the leading edge of thethe ratio was 64.2%and 35.1%.
generation has passed 55 years of age, nothingMore expensive but not bigger properties, though
has changed, as affluent boomers are raising thenot in all cases. There is a trend identified by the
bar on how and where they plan to live in theirInstitute for the boomers to make their way out
retirement years. According to a report of theof the suburbs and back into the city. And what
Urban Futures Institute the aging Canadiando they want to find in the city? Fitness centres,
population will consistently dominate real estatefine restaurants, dancing and ... yes, lots of people.
markets just about everywhere in the country.The leading characteristic of the Freedom 55
Unlike previous generations who were more likelygeneration is, according to the Institute, that they
to move into smaller homes, eliminate mortgageshate to be left alone. They are also going to be
and cash in their equity as retirement approached,the happiest and heathiest generation of their age
the Freedom 55 generation, as it is sometimesgroup in a long time, with a highly remarked
called, is more likely to upgrade to morehypocritical spirit. And who is going to be at the
expensive properties, while assuming newcenter of their hypocritical attention? The Federal
mortgages. In 1999, 59% of CanadianGovernment (politicians beware ....), with women
homeowners between 45 and 54 years of agebeing the most vociferous.