• The Mick Jagger Of Elder Care
    The New York Times called it "laugh-out loud," but "Bettyville," a bestselling memoir, is about a subject many might not view as humorous: a Boomer-generation man returning from New York City to his roots in Missouri to care for his aging mother.
  • Misconceptions About Boomers May Impact Your Bottom Line
    It seems like every day brings a new article with dos and don'ts for marketing to Millennials. I get it - it's a big demographic which, collectively, wields great buying power that will grow as they pay off their student loans and settle into careers. For many brands, the focus on establishing relationships with these consumers is driven by the goal of maintaining their loyalty in the future. As a strategy, it makes total sense, unless your youth-driven approach winds up alienating a customer segment whose discretionary budgets are sizable in the here and now: Baby Boomers.
  • Disrupted: Do Generational Labels Matter?
    If you work in marketing, you have likely heard about Dan Lyons' new book, "Disrupted." It's the story of his exploits as a 51-year-old journalist trying to reinvent himself as a marketing guy at HubSpot, the Boston-based company that sells marketing automation software. It's a funny and insightful look at a clash of cultures (him vs. nearly everyone) inside a tech startup on the road to an IPO. A major theme is the ageism Lyons perceives at HubSpot, which can also be found in the tech business as a whole. Watching the cynical newsroom veteran navigate around jargon-spouting marketers makes ...
  • How To Connect With Baby Boomer Women, Part I
    In a recent "Marketing Daily" commentary, "Advertising's Gender Problem: Some Brands Are Starting To Get It," author Jean Freeman writes, "But here is another sad reality about advertising today: Women control an estimated 85% of purchasing decisions in this country, yet over 91% of them feel like advertisers don't understand them. Recently, the objectification of women in advertising reached a critical mass with the launch of the #WomenNotObjects movement. 'Women' have become the latest buzzword in the ad world, with more focus on the problems and not on the positive examples or solutions."
  • Is Identity Theft Scarier Than Burglary And Murder?
    What crimes do Americans fear the most? Not burglary, murder or even terrorism. Most of us are afraid of something that we invite into our homes and lives on a daily basis. According to a 2015 Gallup poll, the most feared crime in America is having your credit card information stolen at stores (69% of us fear it most) and the second-most-feared crime is having your computer or smartphone hacked (62%). Tech crimes and scams rank far above other feared crimes, such as having your home burglarized when you aren't there (45%) or having your car stolen or broken into ...
  • Midlife Is Having A 'Moment'
    And I think it is important to understand why. No less than ten new books have been published in the last 18 months on the subject of how to find purpose, careers, re-imagine your late life years, and most recently disrupting the idea of aging. Everyone from television personality Jane Pauley to aging guru Dr. Bill Thomas has weighed in how to live a fuller, more connected life.
  • Women 45+: Worth Targeting In EVERY Category
    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.
  • From The Primaries To Hollywood, Ageism Takes A Well-Deserved Hit
    In the '60s, there was a popular saying among the Baby Boomer generation, "Don't trust anyone over 30." It's a sentiment not widely shared by Millennials, as evidenced by their engagement in the presidential election process.
  • Experiential Segmentation: Allowing Boomers To Personally Define Value
    Greater individuation brought into the marketplace by Baby Boomers lessens the usefulness of traditional customer segmentation for reasons of simple economics. The greater the degree of individuation (the older we get, the less alike we become), the smaller the sub-groups; the smaller the sub-groups, the less cost-effective it is to tailor marketing programs to such groups.
  • Boomer Hearts Shouldn't Get All The Marketing Love
    Stroll down the cereal aisle in any supermarket, and you'll practically see flashing neon signs touting heart-healthy benefits, from starbursts to taglines. In case you missed the message, one cereal even forms the shape of a heart that dominates the front of the box.
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