Many young adults come home after college and stay – and largely participate in buying the household groceries.
What do you know about Boomerangers besides their return home after college? Are they slackers, like members of previous generations who also sought parental shelter? Are they collateral damage of the recession, holding jobs that don’t advance their career plans and pay too little for them to live independently? Can retailers and brands afford to ignore them?
There are plenty of Boomerangers – 13% of parents with grown children say that at least one child has moved back home in the past year, reported the Pew Research Center in 2009.
Two recent white papers from Luminosity Marketing shed light on these 22- to 29-year-olds, who are predominantly single, work full-time, and are “developing brand loyalty.” Two primary segments lead the Boomerangers population:
The shopping independence of Boomerangers might surprise retailers. The Lempert Report feels stores can succeed with this value-driven adult market by respectfully messaging to their individual preferences and budget concerns.