• Connecting With Boomers Requires Empathetic Connections, Part II
    In our last post, we discussed empathy as the most important ingredient in lasting relationships. We all want to be understood by those who want to sell us something. When we think we are not understood, we erect defenses against those trying to connect with us or try to sell us something.
  • 8 Mainstream Brands That Made 2015 A Pivotal Year In Boomer Marketing
    Not long ago, examples of good mainstream marketing to Boomers were hard to come by. Not so in 2015. From fashion to cars to pet food, brands solicited Boomer business with ads that ran across a variety of media, including TV, magazines and online. These campaigns weren't always placed in media that efficiently reached older consumers - which Millennial decided to run a Boomer-targeted commercial on "The Mindy Project"? - but one step at a time, right?
  • 5 Ways Boomers Are Rewriting Retirement
    Earlier this month in Boston, my team and I attended the 2015 Annual Meeting and Expo for LeadingAge, a nonprofit organization whose mission is to expand the world of possibilities for the aging. This year's theme was "Be the Voice," which aligns with the fields needing to change along with the Boomers entering retirement. I wanted to share a few key themes I heard from keynote speakers and in conversation with conference participants.
  • The Burden To Unload
    Can you hear it? Seventy-six million boomers are cleaning out their closets.
  • To Capture Boomer Wealth, Banks Need To Think Differently
    The total amount of wealth in the U.S. is expected to grow from $72 trillion today to $120 trillion by 2030. Boomers currently hold $36 trillion in wealth that needs a home and proactive management. The big investment companies have been all over the Boomer market for years with specific campaigns. They have deployed aggressive marketing programs and online/offline educational content to help Boomers make informed decisions about their retirement planning and wealth management. And, to build long-term customer relationships.
  • Baby Boomers Are Noticing How You're (Not) Speaking to Them
    Anyone whose business involves selling something can tell you there is no shortage of information and research about connecting with millennials. But as millennials capture marketers' attention, 75 million influential customers between the ages of 51 and 69 are out there ready to spend. Our research shows that marketers today are either speaking to Baby Boomers ineffectively or ignoring them altogether and the impact is so profound that Boomers themselves are taking notice.
  • Connecting With Boomers Requires Empathetic Connections
    Empathy is the most important ingredient in lasting relationships. We all want to be understood by those who want to sell us something. When we think we are not understood, we erect defenses against those trying to connect with us or try to sell us something.
  • Who Will Care For The Boomer Caregiver?
    As the population ages, Boomers are shouldering more and more responsibility for overseeing their parents' care. According to a study by MetLife, nearly 10 million people over 50 care for their aging parents. The caregiving often falls to one sibling, and it's typically undertaken out of a sense of love, caring and duty. However, the caregiving role can take a toll in many ways.
  • 10 Key Facts Savvy Marketers Know About Boomers
    Driving revenue in today's ultra-competitive marketing landscape requires clear-thinking and objective decision-making. Chasing Millennials has proven to have limited payoff because that generation continues to have limited financial means. On the contrary, the case for Boomers and older consumers as the lifeblood of the American economy continues to grow. According to the U.S. Census, Americans 50+ now spend more on consumer products and services than those under 50.
  • Reaching The Mature Audience
    I have always loved the concept of AARP's "Movies for Grown-ups." Mature adults are different. Developmentally, as we age, we connect more with great stories and complex, layered characters; in many ways, we process our own lives through the stories of others. Praise for the movie "The Intern" with Robert De Niro and Anne Hathaway resonates with older adults navigating the intergenerational workplace.
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