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On Saturday, the first Boomers turn 65. The stories, articles, news features and research reports celebrating this milestone are reaching their dizzying peak, chronicling this tremendous transformative event.
We already know that this gap affects sexual health discussions, where women 50+ are not talking to their doctors -- and their doctors are not talking to them -- about how to relieve the pain that half of them experience during intercourse, thereby denying them treatment options and a more satisfying life. The same turns out to be true for sleep.
Remember that aging customers, on average, have a superior sense of reality. Don't succumb to the myths and stereotyping about aging that pervades our society -- you may do so at the expense of the long-term potential of your business.
GrammyCarol's emails reveal one generational trait that does cut across many Boomers, which is the underlying question fueling her: "What's in this for me?" She's interested in topics relevant to her life right now.
I have more aspiration than ever before. Different aspirations, yes. But aspiration is aspiration, no matter what it's for. And it's positive, it's something I'm looking forward to, it's something I can and will do because I want to.
While innovative companies look to new segments for growth, many companies do not question whether their existing consumer segments have changed. They may never ask what changed or why purchase behavior declined. During turbulent economic times, this is a mistake. And it is particularly troublesome if you are targeting mature consumers today with a strategy that pre-dates 2008.
The financial service industry acknowledges that it needs to gain the trust and business of the Boomer women who are taking control over their assets and investments. But the ads and messages it sends to these women suggest that financial planners are not getting them right.
You don't have to double your advertising budget and develop a completely separate marketing program to reach Boomers. All you have to do is make your current programs relevant to consumers across all age groups and generations.