• Sell WWII Generation more of the kinds of products and services they want by discovering how and on what, they spend their money.
• More successfully relate to WWII Generation by understanding their values, attitudes, and concerns.
• Create effective messages and deliver your messages through media that will reach WWII Generation by discovering the most effective media to reach them and the type of information that will best appeal to them.
• Market effectively to WWII Generation as a whole and to smaller niches by discovering differences by gender and age.
• Discover even more ways to improve your marketing by determining addition characteristics of WWII Generation.

If the people most likely to buy your product or service are older Americans, but you're not, you have to understand what makes the World War II (WWII) Generation target market different.

This target market differs from other generations by gender and diversity. The women in the World War II generation outnumber the men two-to-one, yet they are the most submissive women in the nation today. This generation is also the least diverse in race and attitudes.

This target market also varies drastically in income and resources. WWII Generation members are more diverse economically. Some, especially single women, are quite poor and depend totally on social security. Others, mostly married couples, have substantial investment incomes. However, whether rich or poor, they are generally frugal.

Part of the reason that this target market is so frugal is that a large percentage of their incomes go to health care and home maintenance. World War II generation members spend 13 percent of their incomes on health care expenses and 41 percent on maintaining their paid-for homes.

This target market also has different media habits that make them easier to reach by traditional marketing. Television and newspaper advertising is effective with the World War II Generation, but they are the most reachable by direct mail. Fear tactics do not work well with them. They don't want to be reminded that they are "old." However, they are receptive to marketing messages that stress the benefits of retirement.

So how do you get good solid information on the World War II Generation target market?

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