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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Eight Things You Don’t Know about Boomer Women (But Should)

Eight Things You Don’t Know about Boomer Women (But Should)

Eight Things You Don’t Know about Boomer Women (But Should) Baby Boomers (technically, those whose age was 40-58 in 2004) make up, at almost 80 million, the largest generational demographic today. And, among Boomers, women not only outnumber men but also influence as much as 80% of household purchase decisions, from food and finance to travel and technology. In other[Read More…]

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Marketing to Baby boomers

Marketing to Baby boomers. Being the self-proclaimed ‘expert in the ether’ on Baby Boomers, I’m inundated with emails from ‘visit and link to my web page and/or review my new book’ people.   ;   Many are well meaning folks who are very excited about some miracle product that will make us look and feel younger. I’m a bit of[Read More…]

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AUSTRALIA: Turning silver into gold

AUSTRALIA: Turning silver into gold

By 2014 the entire baby boomer generation will be over 55, making it the largest and most powerful demographic group in our society. In Australia, the boomers hold more than two-fifths of Australia’s household wealth. So why on earth is everyone still obsessed with the 18 to 24 year old demographic? As the baby boomers slip into their 50s they look[Read More…]

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Senior Market is growing

Senior Market ;is growing. While the diversity of baby boomers grows increasingly apparent as they age — given an 18-year generational span and they still stand together in some ways, with clearly defined preferences and opinions that distinguish them from other Americans. As detailed in “American Demographics” magazine, these generalized characteristics include: – They are more likely than either younger[Read More…]

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Advertising to Baby Boomers: Infomercials

It’s that ugly word. Conjuring up half-hours of tacky, humdrum hucksterism. But it’s the content that’s clumsy – not the concept. If the advertising industry ever gets the message – mature, imaginative, absorbing infomercials will be the way to reach Baby Boomers and other demographic groups. Throughout most of the last century print was king, even during the age of[Read More…]

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