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…]
Most of us business people know how the 50-plus aging baby boomer market and the 65-plus senior market are the two major demographic segments of the population. As consumers, they need and buy virtually every kind of old and new product or service available. Their staggering wealth of over $7 trillion and their accumulation of over 77% of all financial[Read More…]
The PEW Internet & American Life Project, published in March 2004, reveals that 22% of American Seniors (over 7 million in number) have regular access to the internet, and go online often. Seniors internet access is growing in leaps and bounds – up 15% from the PEW study just four years earlier. ; And to make this group[Read More…]
You are founder and President of the BoomerProject. Could you introduce the company? The Boomer Project is a marketing research and consulting company helping marketers and advertisers better reach and connect with Baby Boomers over the age of 50. We conduct national research in the US among older Boomers to learn how they respond to advertisements, and compare them to younger Boomers[Read More…]
The topic of segmenting Seniors target has been discussed for a long time in the US. Many research results have been proposed by experts, especially in this country, and have been used by actors of the market. Once different kinds of segmentation are defined, which one should be used? Let’s talk about segmentation in the US, where they have been[Read More…]
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…]
