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…]
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…]
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…]
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…]
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…]
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…]
Attracting Baby Boomers to planned communities has become a major headache for housing/community developers, realtors — and ultimately advertisers. Boomers are beginning to scale down, and eventually will semi-retire or retire. What will we want and not want when it comes to a planned community? Past generations tended to get excited about modern conveniences that would make their lives easier.[Read More…]
This is a book I’ve been hearing about for the last few months – but being the lazy sort, I never got around to purchasing it or cajoling a copy from the publisher to review. Truth is, I go out of my way not to read books about advertising and marketing. As David B. Wolfe stresses in Ageless Marketing, our[Read More…]
There’s this big organization out there. It caters to older people. I won’t mention the name because I’m about to say some not-so-nice things about its marketing department—and who knows—the powers-that-be might get offended and hire some retired, grizzled gangsters to ‘visit me’ and break my artificial knees with their ergonomically-correct canes. The organization has been in the news[Read More…]
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[Read More…]
