Are boomers the new coveted demo? [View all]

See you kids, the older generation is huge and hugely wealthy

By Michele Parente11 a.m.Sept. 6, 2014



There were plenty of things for the senior set, as well as younger baby boomers on the exhibit floor of the Ideas@50+ AARP convention at the San Diego Convention Center Friday. Olga Escalante, with Reborn Cabinets, takes a picture of conventioneer Tammy Ansah-Yiadom of Houston, as she sat inside of a step-in tub/spa. — John Gibbins

Let Hollywood continue to chase after the 18-34 demographic, Lennar Homes is going after the baby boomers — and the 70 million-plus demographic’s massive spending power.

After studying U.S. census data showing that 51 million Americans live in a multigenerational home, Lennar drew up plans for its “NextGen” home. It combines a primary residence with an attached but totally private “Home Within A Home,” outfitted with a bedroom suite, garage, great room and laundry for grandma or grandpa or even boomerang kids moving back in.

Lennar’s shift to accommodate the changing way Americans are living reflects an economic reality: people 55 and over control three-fourths of the nation’s wealth, according to the International Council of Shopping Centers.

“The aging of the baby boomers has set it all in motion,” said Janice Hinshaw, vice president of marketing-West for Lennar, one of the nation’s largest home builders.

http://www.utsandiego.com/news/2014/sep/06/baby-boomers-wealth-aarp-san-diego/