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Mark Bradbury

Member since November 2008 Contact Mark

  • Research Director AARP Media Sales
  • 780 Third Avenue
  • New York New York
  • 10017 USA

Articles by Mark All articles by Mark

  • 10 Key Facts Savvy Marketers Know About Boomers in Engage:Boomers on 10/22/2015

    Driving revenue in today's ultra-competitive marketing landscape requires clear-thinking and objective decision-making. Chasing Millennials has proven to have limited payoff because that generation continues to have limited financial means. On the contrary, the case for Boomers and older consumers as the lifeblood of the American economy continues to grow. According to the U.S. Census, Americans 50+ now spend more on consumer products and services than those under 50.

  • Revealed - 6 Ways Boomers Are Impacting The Consumer Landscape in Engage:Boomers on 08/06/2015

    Thanks to Boomers, the fastest-growing segment of the population over the next 10 years will continue to be people age 50+. Indeed, the over-50 population will grow by 15.1 million, or nearly three times faster than people age 18-49, a segment that will grow by just 6.3 million.

  • 5 Ways All Brands Can Impact The Growing Boomer Caregiver Market in Engage:Boomers on 06/04/2015

    It is estimated that over 40 million Americans currently provide care for an aging parent, spouse, aunt, uncle, friend or other loved one so that they can live independently at home. A majority of these caregivers are Boomers, and they devote, on average, 20 hours per week to providing unpaid care. Caregivers tend to be women, three-quarters of whom also have a job. The considerable time they commit to a loved one's care means less time to spend on personal priorities and care, and this sacrifice often takes a considerable financial, physical and emotional toll.

  • Expressing Herself: What Marketers Can Learn When Madonna Tackles Ageism in Engage:Boomers on 04/02/2015

    Always one to express herself, Madonna has her own thoughts on the issue, recently saying, "It's a form of discrimination that still has not been dealt with and it should be. I think it should be as verboten as making racist remarks or making homophobic remarks, judging somebody by their age. It's sexist and it's ageist and it's bullshit."

  • What To Expect From Boomers In 2015 in Engage:Boomers on 02/05/2015

    Boomers were as relevant as ever last year. I predicted they would drive economic expansion, create jobs, become more important to mainstream brands, and continue to rejuvenate the face of 50+. They didn't disappoint.

  • Is Gen X The Dark Horse In 50+ Marketing? in Engage:Boomers on 12/11/2014

    There's no doubt Baby Boomers have changed how endemic categories (e.g., health and finance) view and speak to older consumers, which has resulted in more authentic and youthful ad campaigns that resonate on a deeper level. And, it's also true that Boomers' unrivaled spending power has caused mainstream brands to at least question the wisdom of ignoring consumers once they turn 50. Despite this progress, however, the question of how to convince more mainstream brands to target consumers 50+ with any regularity persists.

  • Leveraging Music's Vital Role In Boomers' Lives in Engage:Boomers on 10/09/2014

    "I still want to make music. I don't want to twerk, but I want to be relevant," joked Boomer Annie Lennox during a recent interview about her upcoming album. She needn't worry. Lennox, and marketers in general, stand to gain a lot by serving a 50+ market that increasingly makes music an important part of their lives.

  • Everyone Benefits When Marketers Target Grandparents  in Engage:Boomers on 08/05/2014

    My grandmother meant the world to me. She took me in for a while after my parents separated, and gave me an allowance that we kept under wraps. She provided guidance when I needed it, and shared family secrets my parents either weren't privy to or were unwilling to divulge. She was the anchor to my first 27 years of life, and nearly a quarter of a century after her passing, I still feel the depth of the bond we shared and the indelible imprint she left on me.

  • Keys To Winning Their Travel Business in Engage:Boomers on 06/05/2014

    Boomers spend over $78 billion on vacation travel annually-$29 billion more than Gen X, and $23 billion more than Millennials. It's not surprising they rank travel as their No. 1 leisure activity and are the real trailblazers when it comes to vacation travel.

  • How Gen X Will Help Baby Boomers Challenge Ageism in Engage:Boomers on 04/03/2014

    When the final chapter on Baby Boomers is written, what will emerge as one of the most important and lasting accomplishments is their impact on ageism, particularly in the marketing arena. Size, wealth and a well-established tendency to create better lives as they age have enabled Baby Boomers to redefine life after 50 as a stage in which possibilities expand rather than retract. In doing so, Baby Boomers are the first generation to make it attractive, acceptable and profitable for brands to target people over 50. Increasingly, we are seeing mainstream marketers doing so; new opportunities continue to arise.

Comments by Mark All comments by Mark

  • Revealed - 6 Ways Boomers Are Impacting The Consumer Landscape by Mark Bradbury (Engage:Boomers on 08/06/2015)

    Keep in mind that 50+ means adults age 50-100+.  Over the next 10 years, Boomers will grow the 60-79 segment of the overall 50+ population. 

  • Expressing Herself: What Marketers Can Learn When Madonna Tackles Ageism by Mark Bradbury (Engage:Boomers on 04/02/2015)

    @Matt -- "The time to change attitudes about growing older is upon us." I couldn't agree more. Growing older is one condition everyone is born with." Nice line that I will use in the future. @Barbara -- "We need more "visible" outspoken "old" anomalies like Madonna. They inspire us to challenge our potential and be all that we can be — chronological age and cultural expectations be damned." LOVE THIS.

  • How Gen X Will Help Baby Boomers Challenge Ageism by Mark Bradbury (Engage:Boomers on 04/03/2014)

    Thank you for taking the time to read my piece and for requesting support for some of the content. To be sure, defining generational birth years, size and characteristics is not an exact science. The years that define Gen X, or any other generation for that matter, vary widely depending on the source. Many estimates are more conservative than the 1965-1984 span used by the Joint Center for Housing Studies. In 2012, New Strategist released its 7th edition of Generation X: Americans born 1965 to 1976, which is often quoted as an authoritative text on Gen X. In late 2012, GfK Custom Research North America conducted a study on behalf of the MetLife Mature Institute, which used the same years (1965-1976) as a basis for its research, and estimated Gen X at 51 million. (Their findings can be downloaded free at Any number between 50 and 80 million supports the argument for marketing to Gen X even after age 50. To describe all Gen Xers as pessimistic or skeptical would be a mistake, just as it would be a mistake to define all Baby Boomers as optimistic. However, generations do develop distinct personality traits, largely impacted by the historical events, parenting norms, etc. My goal was not to demean Gen X, rather to identify attitudinal differences between Baby Boomers and Gen X that have marketing implications. A great source for a much broader source of generational differences, including the optimism/skepticism difference, can be found here: Feel free to contact me at should you want to discuss this issue in more depth. Mark Bradbury

  • Happiness: The Gift That Keeps On Giving by Mark Bradbury (Engage:Boomers on 12/06/2012)

    Note that the data table is incorrectly formatted. MediaPost is working on correcting this. My apology for the inconvenience.

  • The AARP At CES: Finally Listening To Boomers? by Stephen Reily (Engage:Boomers on 02/13/2012)

    Nice post. A point of clarification... AARP originally named the American Association of Retired Persons, but in 1999 it officially changed its name to "AARP" to reflect that its focus was no longer retirees. AARP requires members be 50 years of age or older, not that they be retired.

  • Digital Media: Tipping Point for 50+ Marketers? by Mark Bradbury (Engage:Boomers on 10/10/2011)

    While it is true that Apple advertising has been created for traditional media, it has a strong presence online. Their web site provides access to their current television commercials 24/7, and if you want to see older Apple advertising, there's a ton of it on thier YouTube channel. It's brilliantly unpaid advertising, but it's advertising nonetheless.

  • 'Waiting for Superman' -- The Caregiver Version by Lori Bitter (Engage:Boomers on 10/11/2010)

    Many thanks for a necessary call to action on a critical issue that is only going to become more so as millions of Baby Boomers age.

  • How Many Boomer Women Have Seats At Your Table? by Stephen Reily (Engage:Boomers on 09/07/2010)

    Thank you, Stephen. I love this piece. Eighty percent of the marketing team at my office are women. There are more white people than people of color, and more straight people than gay ones, but there's a nice mix of gender, race, sexuality, and age. Surely, our backgrounds influence our perspectives, but we come to the table as individuals, representative of ourselves and not of any particular group to which we may be affiliated. It results in lively, sometimes combative, yet always collaborative, decision making. What's really fun about it not only keeps us productive at work, but it allows us to grow as individuals outside of work. Shout out to our VP-Marketing, herself a Boomer woman, for encouraging an environment where we are all respected for who we are as individuals and expected to contribute as such.

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