Boomers: Feeling Young Or Fooling Themselves?

Armen Hareyan's picture
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Baby Boomers

Baby boomers are living longer and leading more active lives than their parents, yet still have room for improvement when it comes to long-term health. According to a recent survey by Energizer Holdings, nearly two-thirds (64 percent) of baby boomers feel younger than their chronological age, and more than half (55 percent) said they feel healthier than their parents were at the same age. However, according to the National Center for Health Statistics, half of Americans in the 55 to 64 age group have high blood pressure and two in five are obese.

To encourage baby boomers to live healthy, Energizer's specialty batteries division is kicking off its "KEEP GOING. Live Healthy" program with one of America's well-known boomers and favorite fitness experts, Denise Austin. The program is a year-round campaign to educate this audience about better ways to live a healthy, active lifestyle -- with some help from key battery-powered devices.

The Energizer survey confirms that while baby boomers are feeling younger, they are putting less focus on age-related health issues such as hearing loss, blood pressure or eyesight. Fifty-seven percent of baby boomers reported they make it a point to eat healthy foods and 41 percent regularly exercise, however, nearly half (46 percent) have never had their hearing checked. This is especially surprising, since one-third of the respondents (33.3 percent) said they think that they might have hearing loss.

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To address several of these health issues and provide helpful ways to manage them, Energizer's "KEEP GOING. Live Healthy" program is working with respected physicians in their field to provide additional tips to consumers. The company is partnering with audiologists from the American Speech-Language-Hearing Association (ASHA) to provide expertise on hearing loss prevention, as well as aligning with physicians who will provide tips on diabetes management and heart health.

In addition, the program will feature a series of local-market grassroots events, including community health fairs and free health screenings. At these events, boomers and their families can learn about the latest health products and trends and receive free hearing, blood pressure and diabetes screenings.

"It's no secret baby boomers are taking control of their health by emphasizing diet and exercise, but we could all use a few pointers from experts like Denise," said Anne Bannister, brand group director for U.S. Specialty. "The goal of our program is to encourage a well-rounded approach toward a healthy lifestyle, and Denise truly embodies the 'keep going' spirit of the Energizer Bunny to inspire us all."

The internet portion of the launch -- energizer.com -- is scheduled to go live before February 1, 2008. The date is of significance since an earlier Energizer survey found that although people start off the New Year with good intentions, more than half (54.9%) stop their gym/fitness resolutions after one month.* "We want to help people get motivated, stay motivated and 'Keep Going' year-round," said Bannister.

As part of the program's fitness component, Energizer is featuring a gift with purchase promotion March 1, 2008 - May 31, 2008, where consumers can receive a free Denise Austin workout DVD with the purchase of selected Energizer specialty batteries. Later in 2008, promotional support will continue through a sweepstakes program that includes Denise Austin fitness equipment, workout DVDs, and the chance to meet Austin in person, as part of a personal training fitness session.

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