50 is the new 30.
—Chrissy Hynde - The Pretenders
The Coast is all about warm, friendly personalities and timeless music. Coast is attracting a growing audience as its
popularity spreads amongst Baby Boomers. With recognisable music the station and its online counterpart is taking
advantage of a niche market that holds real value for smart marketers.
The Coast’s audience are intelligent, opinionated and definitely ‘live life’. They are primarily Baby Boomers or Empty Nesters. A large proportion of the audience are over the age of 45.
Time was when 50 year olds had their minds on sensible things like retirement savings, garden mulchers and bran cereals. But today's Baby Boomers are refusing to age gracefully. They’re rejecting many of the traditional associations of old age and are making personal fulfilment their priority often through their purchasing power. The first generation that has money to burn and an obsession to stay young, they are more likely to have Botox than play bowls. And they're definitely not saving for their kids' inheritance – instead they're spending up a storm on Harley Davidson motorcycles, new cars, fashion, keeping fit, looking good and indulging in adventure travel. Today's 50-year-old could have a five-year-old child or be a grandparent. Or both. They are not leading linear lives; instead, for many their lives are cyclical.
