• How To Market To The Affluent While Respecting Their Privacy
    Advertisers looking to reach affluent consumers typically have several options, but they've always struggled with the limitations of those options. They could buy print advertising in publications claiming to have affluent readership, such as Vogue, The New York Times, or Cond Nast Traveler. They could make TV buys during large events, such as the Super Bowl, hoping that the scale of those events brought a good percentage of affluent viewers. Direct mail presented a slightly more precise tactic, letting marketers send offers to homes in affluent ZIP codes, or to the subscribers of the previously-named publications.
  • Who Are The Boomers, Really?
    Who are the Boomers? Depending on your source of information, the Boomer generation is confident, insecure, lonely, sociable, responsible, unprepared, couch-bound, active, powerful, adventurous, happy and pessimistic.
  • How To Market To The Affluent While Respecting Their Privacy
    Advertisers looking to reach affluent consumers typically have several options, but they've always struggled with the limitations of those options. They could buy print advertising in publications claiming to have affluent readership, such as Vogue, The New York Times, or Cond Nast Traveler. They could make TV buys during large events, such as the Super Bowl, hoping that the scale of those events brought a good percentage of affluent viewers. Direct mail presented a slightly more precise tactic, letting marketers send offers to homes in affluent ZIP codes, or to the subscribers of the previously-named publications.
  • Why Is It So Hard To Make Jeans That Boomers Can Love?
    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.
  • Revealed - 6 Ways Boomers Are Impacting The Consumer Landscape
    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.
  • Still The 800-Pound Gorilla; Let's Revisit the Opportunities
    The media is currently promoting Millennials as targets to pursue. It's very clear the numbers are impressive but numbers don't buy anything. It would be short-sighted of marketers to ignore Baby Boomers in favor of Millennials.
  • The Growing Financial Crisis For Single Boomer Women Over 65
    Because I just read an article in Time magazine, "The Next Social Security Crisis - Why American women are bearing the brunt of the retirement crunch." As a marketer and a supporter of homeless women, I find many reasons for concern - especially when considering the fact that over 5,000 women turn 65 every day in the U.S., according to Pew Research Center.
  • Distracted Driving And Boomers
    Texting while driving is not just the province of millennials. With more boomers on the road than ever and, according to AARP, 41 million boomers owning smartphones (that's an increase of 53% in the last two years), we're seeing a real risk of distracted driving for older drivers.
  • 2015 Is The Tipping Point On Age-based Marketing
    I was recently at a restaurant surrounded by tables of 60+ Boomers. Among them were enough iPhones to stock an Apple Store, and all were fiddling with the phones like a group of giddy millennials. It is clear that the Boomer generation is fully engrossed in web, social, and mobile media. A line has been crossed, and the stats back it up. Time to kill this myth and misperception once and for all. It was likely true five to seven years ago, but now it is over.
  • 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.
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