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Stephen Reily

Member since August 2008Contact Stephen

Stephen is the Founder, Chairman & General Counsel of IMC, an agency that develops new products for global consumer brands through brand licensing and other partnerships. IMC's influencer marketing division is Vibrant Nation, the, leading online community and influencer network for women 45-65.

Articles by Stephen All articles by Stephen

  • Boomerang Kids Forever: The New Normal in Engage:Boomers on 10/10/2016

    While unemployment seemed to drive millions of young adults back to their childhood homes, the fact of having gotten jobs did not result in their moving out. Recent research suggests that the adult Millennial child and his or her Boomer parents are now a permanent part of our landscape. Marketers need to face this new reality: their "coveted 18-34 year old" is probably eating food, sitting on furniture, and streaming content via wifi that has all been purchased by his or her midlife parent.

  • In Video, Boomers are #1 in Engage:Boomers on 08/08/2016

    Recent research from BuzzStream and Fractl on generational use of content tells us that the #1 content form that Boomers share is video, and they share video content more than either GenXers or Millennials. If you are trying to reach Boomers (or any consumer over 45), you'd better make video a part of your plan.

  • Women STILL Hate Wall Street - Just When They Need It Most in Engage:Boomers on 06/13/2016

    Many years after some of the nation's largest financial services firms set out to win business from Boomer women, we're still in a spot where little has actually changed. Like a chauvinistic boss who thinks his resistant female employees will finally respond if he just keeps trying, the industry's attempts to charm women assumes that simply wanting to succeed will get them to respond differently. Well, it hasn't worked.

  • Women 45+: Worth Targeting In EVERY Category in Engage:Boomers on 04/11/2016

    As in other categories, these women are routinely ignored or taken for granted. While people who read this column know that Boomers and Gen X consumers are worth targeting, you may not realize that they are worth targeting not just for age-related products and services but for all products, including housewares.

  • How To Sell Fitness? It's All About Energy! in Engage:Boomers on 02/08/2016

    As January spills into February, New Year's resolutions may be also be falling away, but people still want to be fit, and marketers across categories, from gyms to food to clothing, still need to sell fitness. How should they talk about it when resolutions may already be more about 2017 than 2016?

  • Smaller Homes, Second Homes: More Homes Mean More Furniture in Engage:Boomers on 12/14/2015

    Tens of millions of Americans 45+ are going to buy new houses in the next few years. Are you ready to sell them the new furniture they need?

  • Boomers Want To Hear About The 'America' In American-Made Cars  in Engage:Boomers on 10/12/2015

    You know that Boomers love their country, but did you know that they shop that way, too?

  • Why Is It So Hard To Make Jeans That Boomers Can Love? in Engage:Boomers on 08/10/2015

    We've been listening to women 45+ for seven years now, and there is one question that never goes away: Where can I find a pair of jeans to love? The failure of the marketplace to answer this question for so many women remains particularly confusing, because the opportunity is so great, and the need is so clear. We recently surveyed these women for some updated insights. If you want to capture a bigger piece of this giant market, here is your business plan.

  • Target Millennials Or Boomers? Why Not Both? in Engage:Boomers on 06/08/2015

    At the Cannes Lions festival later this month I'll be joining Kirsty Fuller, co-founder and co-CEO of the global insight and brand consultancy Flamingo Group. Kirsty and Flamingo have been studying the aging marketplace for many years. Their 2009 report, "Talkin' 'Bout My Generation," delivered new insights on the rapidly changing marketplace of 50+ consumers, and the value in reaching them.

  • Are You Ready To Be Dumped? in Engage:Boomers on 04/13/2015

    When marketers are asked how they keep Boomers engaged, those who don't ignore them usually admit they take them for granted. If you are one of these marketers, you should get ready to be dumped.

Comments by Stephen All comments by Stephen

  • Boomerang Kids Forever: The New Normal by Stephen Reily (Engage:Boomers on 10/10/2016)

    For anyone interested, here's another articles addressing this trend, this time on the long-term savings habits of Millennials:https://www.vancity.com/AboutVancity/News/MediaReleases/MillennialsLivingAtHome-Sep29-2016/

  • Boomerang Kids Forever: The New Normal by Stephen Reily (Engage:Boomers on 10/10/2016)

    Exactly! There are millions of millennials who will not be buying starter homes (or even renting starter apartments) as home builders and developers expected.

  • Women STILL Hate Wall Street - Just When They Need It Most by Stephen Reily (Engage:Boomers on 06/13/2016)

    Great point about financial literacy and education. I agree with its importance, but also feel that the education can happen at the same time as the management. Nutritional education is part of learning how to lose weight, but Weight Watchers manages to get people doing both at the same time. I've seen it in the lives of real people, and we see it working at the startup our research informed: www.sum180.com

  • Women STILL Hate Wall Street - Just When They Need It Most by Stephen Reily (Engage:Boomers on 06/13/2016)

    Thanks, Kristi, for summarizing so many of the reasons that this gap should not exist. Why do you think it is that we can keep telling this to the industry but not much changes?

  • Smaller Homes, Second Homes: More Homes Mean More Furniture by Stephen Reily (Engage:Boomers on 12/14/2015)

    For anyone who's interested in creative ways to market furniture to big spenders (who aren't young), check out my friend Bridget Brennan's post about Restoration Hardware's use of experiential retail marketing on a large scale in Chicago: http://onforb.es/1O79ult This is just what the midlife consumer is looking for!

  • Smaller Homes, Second Homes: More Homes Mean More Furniture by Stephen Reily (Engage:Boomers on 12/14/2015)

    I want to thank Bill McLoughlin and his colleagues at Furniture Today for leeting us conduct this research and present it at the Furniture Today Leadership Conference - a great group of manufacturers and retailers who appreciate the value of their middle-aged customers!

  • Are You Ready To Be Dumped? by Stephen Reily (Engage:Boomers on 04/13/2015)

    You are so right - about travel, too.  Our Vibrant Nation research showed that women are making  travel (destination and spending) decisions by themselves - even for trips where they are bringing their husbands along.  Thanks!

  • 3G's Creative Destruction Of Kraft/Heinz by Michael Bollinger (Marketing: CPG on 04/08/2015)

    Great analysis.  The sad point, from either end of the political spectrum, is that running either of CPG businesses with a strong spirit of innovation and growth is the best way to serve shareholders AND keep the efficiency vultures at bay.  Employees will now pay the price for decades of risk-averse complacency by executives and boards who couldn't adapt to new markets, new trends, and a changing consumer landscape.

  • Do You Read Restaurant Menus In The Bathroom? by Stephen Reily (Engage:Boomers on 10/13/2014)

    Hi Anne-Marie and thanks for sharing your thoughts - I like a friendly debate. You make some good points, which were certainly clear from our research and I hope were clear from my piece. As I pointed out, 40% of respondents told us that wearing reading glasses could age them, meaning that a majority of women do NOT feel that way. So you are in good company! The results we uncovered were not predetermined, however, and the survey was conducted among our community of 100,000+ women 45+ at Vibrant Nation. I wouldn't write something here that wasn't grounded in real research, and in fact these results were consistent with the 7 years of research we've done showing that, for many women, physical challenges that arrive at midlife are often associated with aging in a negative way. We have managed successful influencer campaigns for stylish reading glasses as well, so I certainly understand that there is a wide range of consumer feeling on this topic. Marketers who ignore that all these different views, however, do so at their own risk.

  • Baskin-Robbins Dials Up Offerings, Marketing by Karlene Lukovitz (Marketing Daily on 04/02/2014)

    Although retail licensing (what I call "retail-to-retail licensing for a brand like Baskin-Robbins) can be a great idea, it's not always easy for franchised brands to get away with it. It sounds like B-R has done this the right way, by emphasizing the fact that its retail program has a broader footprint than its franchisees (priming the pump, arguably, for franchise expansion) AND of course by investing some of the royalties in marketing efforts that directly benefit franchisees. There isn't enough research on this topic, but I believe that supermarket and in-store (franchisee) purchases represent almost entirely separate usage occasions, and that brands need to capture both in order to maintain a consumer franchise.

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