Four in five Boomers say "I have been very fortunate in life," and this positive view of their lives is manifested in finding ways to sharing their good fortune. This new report looks at how Boomers are giving back, from devoting time to buying products from companies that support their causes and communities.

Earlier this year, Focalyst took a look at Hispanic Boomers and focused on the need to go beyond language in order to understand how diverse this population is, not only by levels of acculturation, but also in terms of their lifestyles. Marketers miss important segments by using language as the defining Hispanic characteristic.

In Part 2 of this report, Focalyst worked with Millward Brown's Multicultural Practice to examine these More-Acculturated Hispanic Boomers and their attitudes and experiences about their finances, home, health and technology.

Long dismissed as not being tech-savvy and "not on the net," over a third of the Mature population are connected and spend an average of 44 minutes per day on the Internet. This joint report with Dynamic Logic, a Millward Brown company, takes a closer look at Connected Matures and how they respond to Internet advertising.

The media seems to be obsessed with Baby Boomers, and frequently the headlines make blanket statements about the cohort that paint either a very positive or a very negative picture. Many headlines create myths or feed into them. But what is the truth? Focalyst identified and investigated the top myths that we hear about Boomers to separate fact from fiction.

Older consumers have decisions to make about their health, and there are now many sources for them to turn to when gathering information. Boomers in particular are turning to multiple sources for information as they struggle to gain control of their own healthcare. This report explores which health-related sources are valued by Boomers when , as well as their attitudes about healthcare and healthcare professionals.

The "aging" consumer, set in their ways? Think again. This report reveals that brand loyalty is not static but dynamic for Boomers and older consumers, and will continue to evolve as they move through various life stages. The report will help brand mangers and marketers respond to this "brand volatility" with solid advice and recommendations about specific, "value based" creative execution and media placement.

Despite the fact that the operative phrase among Boomers and Matures seems to be “aging naturally,” their behaviors tell differently. This report explores attitudes about appearance and aging by Boomers and Matures, as well as what extent they will go to fight the effects of nature.

Socially conscious attitudes are a driving force for how boomers shop and the brands they choose to buy. According to this report, 40-million boomers use their purchasing power to buy environmentally safe brands. Referred to as “Green Boomers,” this large segment is often more demanding of quality in the products and services they buy, more attuned to advertising, both positively and negatively, and exhibit higher brand loyalty than other boomers.

Today's grandparents are quite different from generations past: they are active, online, youthful, and open to new media and experiences. They are anticipating this life stage with eagerness and open wallets. This is particularly true when becoming a grandparent for the first time. This Focalyst – Grandparents.com joint report highlights the mind-set of U.S. grandparents as well as their spending, media, and behavioral habits.

The potential of the Hispanic market is not new news anymore. Hispanics, now the nation's largest minority group at 42 million, are the fastest-growing group in the country. It is estimated that by 2020, one in every five Americans will be Hispanic. According to the Selig Center for Economic Growth at the University of Georgia's Terry College of Business, the buying power of Hispanics is projected to grow to more than $1.2 trillion five years from now.1 Among the US Boomer segment (born between 1946-1964), Hispanics represent approximately 10% of the population – over 7 million consumers.

This report explores the impact the Internet is having on the Baby Boom and Golden Generations, the 42+ population, and investigates the activities, behaviors and preferences of these 85 million online consumers.

Travel, for pleasure or personal reasons, is an important part of the lives of Boomers and older consumers. This report discusses these consumers' attitudes about traveling, as well as what types of trips they are planning to take, where they get vacation ideas, their brand loyalty, and how life stage and household composition impact travel plans.