How To Market Retirement Products, Services To Generation In Denial About Its Age

Credit Union Journal, The, April, 2008

The terms “Baby Boomer” and “retirement” are difficult for many credit unions to use in the same sentence. And that only makes the challenge of marketing retirement products to the retiring demographic even tougher, according to two analysts.

Heather Thiltgen, VP-Consumer Segment Programs at CUNA Mutual Group, told attendees at the California/Nevada leagues’ Big Valley Conference that the 78.2-million member Baby Boom generation represents $46 trillion in assets, $17 trillion in investable assets, $3 trillion in spending power, $750 billion in discretionary income, and $489 billion in annual IRA rollover dollars. Moreover, the Boomers will continue to freely borrow and spend throughout retirement, according to Thiltgen.

“To determine how to approach this consumer...

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