Products & Services for Empty Nesters

As the baby boom generation has aged, it has given rise to a new demographic group, the "empty-nesters." These are couples who have successfully raised their baby boom children and who now are in the latter parts of their careers, or retired, and who have no children or other dependents living at home. This research examines the type of products and services which are of interest to this group, and considers a single product and the best way of marketing it to the empty-nesters.

Empty-nesters are typically couples in their 50s and older who have raised children currently out on their own ("Feathering" 8). For purposes of this report, empty-nesters who are in the middle class and who live in suburban communities are considered. These couples have considerable amounts of disposable income, making them an attractive target for marketers who can identify appropriate products and services. Generally, these individuals own their own homes, and have considerable amounts of leisure time since their time is no longer taken up with the concerns of caring for their children.

In many cases, the parents may be directly involved in the lives of their children; this is the situation when the adult children have located in the same community and have begun families of their own. However, many adult children have moved outside of the community or have not yet begun their own families, with the result that some families ties are not as strong as they will be eventually when the empty-n

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dividuals are likely to have compact disc players and video cassette recorders, and to enjoy an evening at home as much as one on the town. With their free time and their disposable income, they are natural consumers of videotapes, compact disks and other items that offer leisure activities and focus on the home. In addition to "mainstream" artists and films, Spanish-language artists and movies should also be emphasized by marketers seeking to take advantage of this market (Embley 217). Within the Hispanic community, there is a special emphasis on religion, and the Catholic Church plays a large role in most families' lives. For this reason, products or services which recognize this can have strong success. Religious icons are found in many Hispanic homes, and religion often becomes more important to the empty-nesters as they age and have not only more leisure time, but more time to devote to the church. This does not mean that marketers must focus solely on religious artifacts per se, but that they can identify products and services which may be of interest to the Hispanic community in the context of the Catholic religion. There is a special relationship between Catholics and the Pope, and Pope John Paul II has recognized t

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