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Baby Boom migration

I’m pretty sure a recently released report by USDA has critical implications for the horse industry and our breed. The conclusion that “Boomers” are expected to continue their migration to the “country” is no big surprise, but it reinforces the notion that we need to figure out more ways to take advantage of a marketing opportunity.

USDA Releases Report: “Baby Boom Migration Tilts Toward Rural America”
Economic Research Service (ERS) reports:

The size and direction of migration patterns vary considerably by age, and baby boomers are migrating to rural destinations. If baby boomers follow migration patterns similar to their predecessors, the rural population age 55-75 will increase by 30 percent between 2010 and 2020. Local economic development strategies aimed at attracting more jobs will likely have little effect on the migration decisions of baby boomers searching for a better quality of life.

See http://www.ers.usda.gov/AmberWaves/September09/Features/BabyBoom.htm.

1 Comment

  1. Juli Thorson Said,

    September 9, 2009 @ 10:14 am

    Thanks for posting this, Steve. I shared it with the rest of the leadership at Horse&Rider, and they send thanks as well.

    The biggest share of the H&R readership is in the 55-65 age bracket, and a significant percentage have had horses for less than 3 years. There’s an obvious correlation here to the findings in this report–wherein people “go rural,” often getting acreage while they’re at it, and then getting into horses. People in this age bracket are likely to be grandparents as well–an opportunity for the horse world to take serious advantage of with appropriate strategic planning.

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