The pivot generation and the "poly-household" purchasing trend

I receive a newsletter called Phil Lempert-Facts, Figures & The Future that often contains some interesting bits and pieces. This edition had more details about Nielsen’s ‘pivot’ generation. This is the revelation that Boomers spend money on their kids and parents.

This graphic gives some metrics about the sums of money they spend. Click on the image for a larger version of the graphic.

A couple of quotes from Nielsen:

The top two areas of need/contribution for both older parents and adult children were groceries [58% and 47% respectively] and housing [47% and 37% respectively].

Other areas where senior parents were likely to receive financial assistance included medical care [22%], clothing [21%] and car expenses [18%]. For adult children, additional areas of Boomer support included car expenses [46%], clothing [41%] and medical care [37%]."

If you want to dress this simple fact up with a some marketing-speak then instead of saying Boomers contribute to purchases of their kids and parents say it is a "poly-household" purchasing trend. Ahhhhh. Dick Stroud