• Stop Putting 10 Pounds Of Copy Into A 5-Pound Page
    Baby Boomers are more resistant to absolutism. Absolute positioning (putting ten pounds of copy into a five-pound page), aims to push the product and generate uniform perceptions of a brand while Conditional Positioning allows individual diverse perceptions/interpretations of a brand. It is a powerful marketing tool based upon research about how people respond to absolute statements vs. conditional statements.
  • 7 Things Marketers Can Learn About Boomers From 'Grace And Frankie'
    If you've already binge-watched the entire first season of "Grace and Frankie," don't despair. The Netflix-original show has been renewed for season two.
  • Boomers And The Importance Of Modern-day Nostalgia
    As marketers, we have to stop thinking of the estimated 75 million+ baby boomers as a generation that is technologically adverse, especially as it relates to how we speak to them through advertising.
  • Boomers' Second Acts Can Pay Off For Marketers
    There are many reasons three-quarters of Baby Boomers are planning to work past traditional retirement age. Some are trying to build up a post-recession retirement fund or keep up with a hefty mortgage payment. Others have adult children and/or parents to support. Still others just enjoy their current work or want to start an "encore" career. Whatever the reasons for working, the Boomer generation's desire to stay in the job market can bring opportunities to marketers in a range of industries. Here are a few areas to watch.
  • Boomers Are Listening
    Remember when radio was our only audio source for news, sports and, of course, music discovery? Eighty million or more American boomers listened to radio. Our favorite DJs. The latest hits. The big ball game. And then it became portable! The transistor radio changed our lives. For the first time, we could listen to the radio at the beach or in the park. Well, things have certainly changed. In the last 10 years, audio consumption has fragmented.
  • Target Millennials Or Boomers? Why Not Both?
    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.
  • 5 Ways All Brands Can Impact The Growing Boomer Caregiver Market
    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.
  • Boomers Are Not a Generation New To Technology
    Boomers adopt tablets, wearable devices and other technologies just as energetically as younger users, according to participants at last year's Booming Tech forum, which focused on the use of technology in that generation.
  • Why Marketers Need To Convince Boomers Of The Realities Of Aging
    Only one-third of Baby Boomers think that they will need long-term care. And two-thirds of them will actually need it. Since 76.4 million Boomers are heading into retirement, that's a disturbing statistic.
  • What Rock Stars Can Teach About Connecting With Boomers
    Do you ever wonder what makes rock stars so popular? Is it purely their vocal talent or mesmerizing guitar work? Is it their well-choreographed stage moves in coordination with a dazzling light show? Or do they have other qualities that appeal to the crowds who spend hard-earned discretionary income to sit in uncomfortable seats for three hours?
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