'Boomers' Shaping Home Improvement Trends

Renovation products cater to a lucrative demographic

By Mike Briotta PRIME Editor As the oldest members of the Baby Boom generation begin reaching age 65 this year, retailers of home improvement products are clearly paying attention. A. Boilard & Sons in Indian Orchard is one local retailer noticing a considerable shift in marketing toward consumers in their 50's who are "empty nesters" and those age 65 and beyond who anticipate "aging in place." Some 76 million Boomers already account for an estimated half of total consumer spending in the United States. This group is projected to spend an additional $50 billion over the next decade, according to market research.

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"We are noticing building techniques associated with aging in place or empty-nest renovations." —Mike Boilard

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"Many Baby Boomers like myself who are in their mid-50's, with two kids in college, might be looking to downsize," said store owner Mike Boilard. "But then there's the 65-plus age group as well, and they are looking to remodel their homes in a different way. They want easy access to bathrooms and kitchens, wider door openings, and streamlined hallways — basically an emphasis on first-floor living." Boilard is joined by many major corporations picking up on this demographic shift. The "bold look" of Kohler Company products are also undergoing a change in marketing, to something more friendly to the Boomer crowd. According to published reports, the bathroom-fixture giant struggled to come up with a more palatable word for the phrase "grab bar," which Baby Boomers tend to resist. So it introduced the "Belay" shower handrail — named for the rock-climbing technique — which blends subtly into the wall of a tiled shower. The Kohler belay is a tile-in handrail that adds safety and functionality without interrupting design flow. Concealed installation allows the grab bar to integrate seamlessly into the wall at any height to serve as an easy-grip surface. This product is intended for installation in tile or tile-like environments. The belay handrail is available in standard 30- or 54-inch lengths that can be cut to accommodate custom sizes. Five finishes are available, to coordinate with shower doors and faucets. In another example of the market shift, paint purveyor Sherwin-Williams subtly redesigned its 3,400 stores to make them more comfortable to older browsers. They now have more lighting and seating, and their product displays also feature larger print. "What's happening today? The contractors are also gearing themselves toward that particular market," Boilard said of the empty-nest marketing. "You're dealing with people [Baby Boomers] who usually do have money and they want what they want. The best builders in the area — the LaPlantes and the Pecoys — are ready for this. We don't offer a large number of products for the empty nester, if you will, but we are noticing building techniques associated with aging in place or empty nest renovations." Marketers believe that the Baby Boom generation — born between 1946 and 1964 — will continue to be a driving force in the home renovation marketplace. About one-third of Boomers plan to move to a new home within five years of becoming empty nesters. Many more are expected to adapt their homes to accommodate changes in mobility. Ron Lacroix, who works at Boilard, said he downsized to a smaller residence and has noticed the shift in the home construction marketplace. "You take my place, and it has 32-36 inch doors with a mother-of-pearl or marble sill," he explained. "This makes it so there are no obstructions." He added, "Boilard works hand-in-hand with the contractors building these residences." Concluded Mike Boilard: "Most empty-nesters focus on kitchens, bathrooms and family rooms. I think the empty-nester is looking for a smaller place with a little more high end. In our area, this demographic is huge. It's something that we're all going to be dealing with more and more. As the need arises, we will adapt." For more information about the ideas discussed in this article, please contact A. Boilard & Sons at their Indian Orchard location, 476 Oak Street. They may also be contacted by phone at 543-4100 or online at: www.boilards.com.