Marketing

Luxury Brands & Boomers

Luxury Brands & Boomers

The 50+ population has $3.6 trillion in annual income, which accounts for 49% of all after-tax income in the U.S.1 So marketers are making a mistake if they shift their entire focus to the shiny penny of millennials, underestimating the value of respectfully building relationships with customers of all ages and of understanding the precious balance between personalization and privacy.[Read More…]

4 Tips for Marketing to Baby Boomers in the Digital Age

4 Tips for Marketing to Baby Boomers in the Digital Age

My Baby Boomer mom once advised me to “hook up” with my elementary school pal in New York through “the Facebook.” I rolled my eyes but held my tongue because she’s helping me pay rent. It’s also at these moments that I laugh at the fact that marketers are way more obsessed with marketing to millennials like me than to[Read More…]

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Breadwinning Boomers Responsible for Multi-Generational Brand Decisions

Document sans titre With 40 and 50-somethings at or near the peak of their earning potential and typically having several financial dependants ranging from small children to elderly parents, this prime Adult demographic is making the majority of the household spending decisions, according to TV Land’s "Generation BUY: A Close Look at the Boomer Consumer" Study. The findings from the[Read More…]

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Advertisers Fail to Connect with Baby Boomers

Nearly half of the Baby Boom Generation believes there is little truth in advertising and more than 60% wish ads had more real information, suggesting that America’s advertising industry may be missing the mark in targeting the most affluent generation in U.S. history. This new insight comes from Focalyst, a market research and consulting firm focused on Baby Boomers and[Read More…]

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Packaging and the 50+ marketplace

Packaging and the 50+ marketplace

What is a package any way ? We all know it conveys a product from point A to point B. Besides the obvious of getting it there undamaged or not broken, what’s a box supposed to do ? That job has changed dramatically in the last decade. The package has become the “first moment of truth” at retail. And now, especially it’s[Read More…]

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Advertising to Baby Boomers: The Playing Field

Generational Advertising is not about rules. It’s about defining playing fields. If you’re in the industry you know the rules already – and (I hope) have bent, twisted, mutilated, and unceremoniously chucked most of them. These broad-brush advice columns are different than most. I’m not dispensing dreary litanies of facts and figures, sure-fire promotional schemes, or new-age marketing meditation techniques[Read More…]

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Selling to Seniors and Baby boomers

Jodie and Marilyn grew up in the shadow of the Great Depression. They did not have much money back then. And like so many in their generation, they’ve worked hard since, and tucked away their savings. The two friends recently drove south from their hometown of Bangor, Maine, for a shopping expedition in a Boston mall. « We’re ready to enjoy[Read More…]

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In making these firms 50+ smarter marketers to the various 50+ segments, we improve their sensitivity and response rates, and thus improve their market share and profits.

Who and what is Evergreen Direct?   Evergreen Direct, 20 years serving clients who market to the 50+ marketplace, is a direct response communications firm specializing in helping companies to develop successful strategic marketing communications for the 50+ (mature) and 65+ (senior) marketplace and its various segments.    In making these firms 50+ smarter marketers to the various 50+ segments,[Read More…]

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UK : Seniors continue to pose problem to marketers

Earlier this week we reported that food companies were finding it hard to effectively target senior consumers in the UK – the so-called Empty Nesters – despite their growing disposable incomes and desire for indulgence and enjoyment. And as Mintel’s Global New Products Database clearly shows, the problem is not a new one. The GNPD tracks new products launches in[Read More…]

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UK : Third Age Suit : the aging simulator

The suit was developed to enable younger people, and especially designers, to experience first-hand how the ageing process affects how we can use equipment, products and environments. The suit was developed after a thorough review of the physiological effects of the ageing process and its consequences for older users. It simulates the normal effects of ageing, not any disease or[Read More…]

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