THE BOOMERANGER MARKET

With nearly 18 million 20-34 year olds living at home with parents, marketers can't afford to ignore this vast, untapped target market. According to American Demographics, "The new generation of post-collegiate nesters, unencumbered by room-and-board payments, is financially savvy, ready to spend, and a growing consumer force."  (June 2001)

BOOMERANG NATION, LLC

Boomerang Nation, LLC was founded by Elina Furman with the mission of ­­­­­­­­­­­using "real world" experience supported by sociological and psychological data to assist marketers with both developing products and services which provide value for the boomerang generation and communicating their value proposition to this underserved market.  We work with marketers to see their brands through a boomeranger's eyes, unlocking the secrets to developing products, services, and marketing strategies that truly resonate with these buyers.  Boomerang Nation, LLC, has and continues to partner with both "real world" boomerangers and thought leaders from academia.  

Well known brands that Elina Furman has worked with include:

Intuit Quicken

Pfizer

Jim Beam

Tommy Hilfiger

The Knot, Inc.

SERVICES PROVIDED

·          Provide marketers with an understanding of how their product or service appeals to the boomerang demographic

·          Develop a plan to communicate the benefits of a product or service to the boomerang demographic

·          Identify and evaluate the most effective and cost efficient media to communicate this message to the boomerang demographic

·          If appropriate, provide insight in how to modify products or services to provide more perceived or actual value to the boomerang market

·          Provide management or consultation for the interactive portion a business' communication initiative

·          Targeted exposure to this demographic through sponsorship opportunities for the upcoming Boomerang Nation book tour and national contest

·          Associate with this demographic through spokesmanship provided by Elina Furman, president of Boomerang Nation, LLC

·          Targeted exposure to this demographic through sponsorship opportunities for the upcoming Boomerang Nation college speaking tour

·          Other specialized research and consulting projects

RELEVANT INDUSTRIES

·          Automotive

·          Relocation, apartment, moving services

·          Apparel

·          Retail (both luxury and commodity)

·          Financial products and services

·          Transportation

·          Furniture manufacturers

·          Home improvement products and services

·          Entertainment

·          Leisure activities

·          Software

·          Mobile/Wireless applications and service providers

·          And many more...

LEADING PUBLICATIONS AGREE:

·          But being unencumbered by rent - or mortgages or children - can leave lots of disposable income, which is why marketers have happily focused on adultescents since at least 1996. Other variations would later appear - adultolescents, adulescents, kidults and rejuveniles - but nothing else quite captured the person with teenage tastes and an adult credit card. Someone free to do nothing, like the characters on "Seinfeld," or party all night, like the ones in "Sex in the City." Someone with a connoisseur's passion for plasma televisions, Kelly bags, Harry Potter movies and low-riding Gap jeans. Someone with a ritual call at birthday parties: "30 is the new 20," "40 is the new 30," etc.  -- The New York Times, Top Trends of 2004, Dec. 23, 2004

·          Makers of designer and luxury products and high-end personal services should not miss the opportunity to market to adults living at home with their parents. Investigate the best ways to target their high disposable income and turn them into loyal customers. Providers of more practical products and services that fit their needs as semi-independent "adults" may also consider more direct targeting of these consumers. -- Social Technologies, 2002

·          What young adults do feel is spending freedom, making them a massive market for you. Companies that will benefit include broadband providers catering to that post-university high-speed access withdrawal; cellular companies offering "family talk" plans; insurance firms selling extended coverage for over-21s; home construction and remodeling businesses that can convert basements to bedrooms; and more.  -- Entrepreneur Magazine, Sept. 2002 Issue

·          Young adults living at home may be particularly attracted to the car as a symbol and tool of independence, and will often have the income to devote to buying a more expensive automobile than their fully independent peers. -- Social Technologies, 2002

To tap into the immense purchasing power of the boomerang generation, contact Elina Furman for more information.