P&G, NBC Digital Create Network of Boomer Verticals

NBC Digital Networks and Procter & Gamble are partnering to offer a “vibrant” online destination for baby boomers. The network of sites known as Life Goes Strong will celebrate topics and passions “at the center of this dynamic generation’s everyday lives,” NBC Digital said.

The network currently includes verticals devoted to family, style and technology, with other categories scheduled to roll out over the next several months.

“Knowing that more than a third of all internet users are adults between 45 and 64 years old, we saw an opportunity to work with Procter & Gamble to create a site network that can actively fuel this age group,”  said Devin Johnson, vp of NBC Digital Networks. “With expert content that ranges from care-giving for both kids and older parents to fashion trend ‘don’ts’ to a look at apps for grown-ups, we’re confident that Life Goes Strong will deliver on its promise to celebrate the interests of mid-lifers.”

Content across the Life Goes Strong verticals includes daily articles, blogs, expert Q&As, photo and video galleries, how-tos, quizzes and polls.

$1 Trillion in Spending Power

P&G points out that boomers are a powerful demographic with an annual spending power of $1 trillion. The collaboration allows brand marketers within P&G and beyond to engage with this group of consumers, the packaged goods giant said.

Duracell has signed as the sites’ charter sponsor with a full sponsorship of the Tech Goes Strong channel and advertising throughout the site.

P&G’s Third Partnership with NBC Digital

This is the third lifestyle website created in partnership between Procter & Gamble Productions and NBC Digital Networks.

The two companies first came together in November 2007 for Petside.com, a health and wellness site for pet enthusiasts, which now reaches over 1.5 million users a month. Last July the two entities launched DinnerTool.com, a recipe generator and meal planner.

Boomers Reduce Spending Following Recession

While baby boomers are still an important demographic, the most recent recession has significantly reduced the group’s spending power. Boomers were largely responsible for the retail spending that fueled the recoveries from the economic recessions of the early 1990s and turn of the century. However, they have now matured to a point where they need to recoup wealth lost during the recession of the past few years in order to save and invest for the future.

Therefore, even though Gen X (ages 29-45) is only about 75% the size of the Baby Boom generation, it is one of two demographic age groups that will increase retail spending in the near future. In particular, up-market Gen Xers will substantially outperform up-market Baby Boomers in terms of retail spending. Forty-seven percent of up-market Baby Boomers plan to buy only things they truly need, compared to 38% of up-market Gen Xers. Thirty-eight percent of up-market Baby Boomers plan to shop less often, compared to 29% of up-market Gen Xers. Twenty-one percent of up-market Baby Boomers plan to buy only items needed in the near term, compared to 12% of up-market Gen Xers, according to recent research from PricewaterhouseCoopers and Kantar Retail.