Cecily O'Connor
RedwoodAge.com

Do you feel like you've been pigeon-holed when you scan the ads in a magazine or newspapers?  Some new marketing profiles of boomer consumers may explain why.

Focalyst, a marketing research group, just released a new study on boomer attitudes based on a survey of 324 boomers, about half of whom it included in a similar 2006 study.

It concluded boomers fall into three "outlook" camps - yesterday, today and tomorrow - based on their financial views, buying behaviors and reactions to the economic downturn.

Focalyst generalizes about how boomers are feeling within each camp. It also offers marketers examples of messages that may resonate with consumers. Do statements such as "You've worked hard" and "Embrace the moment" sound familiar?

Ads that offer reassurance, comfort and validation and trying to appeal to "yesterday" boomers. This segment has had a rough go since 2006. Facing an uncertain future, many are feeling that they lack impact and have not accomplished enough, according to Focalyst.

Poor health also tends to plague adults in the yesterday group. Planning and responsible spending aren't strong suits either.

Live for Today
The "today" segment is on much stronger footing. The survey suggests they're better off personally and financially compared to two years ago, thanks to good planning and a higher income level. As a result, these adults feel they live in exciting times. And marketers are keen on appealing to their feelings of success.

In a similar vein, marketers are pushing feelings of optimism and a desire to give back when they speak to the "tomorrow" group. While many of these adults struggle to make ends meet, they still tend to be positive. That's because they are connected to others, their community and information. This group also takes career seriously, and would like to make as much money as possible to build a secure retirement.

Spending Patterns
No matter the camp, the three groups tend to have similar spending patterns on things like personal care items, drugs, gas and groceries. "Yesterdays" spend about $300 a month; "today's," $325; and tomorrow's, $340.

Slight differences were seen among "yesterday" adults who had higher drug and vitamin expenditures that ran about $54 a month, compared to $38 for each of the other groups. 

While non-essentials like extra car trips and dinners out are being cut from budgets, expenses related to entertainment and looking good are still worth the monthly expense, according to the report. Most boomers said they will not cut back their cable subscriptions or beauty regimes.

So bear all this in mind the next time you see an ad for a fine-line-eliminating moisturizer that promises to help you "live the good life."