• Gen X Is 50; Are We Going To Call Them Boomers Now?
    I've written here before about whether "Boomer" is the best term to describe the midlife consumer. Over many years I've learned that using the word Boomer makes many people think "old" - hardly the right word to apply to people just turning 50.
  • What To Expect From Boomers In 2015
    Boomers were as relevant as ever last year. I predicted they would drive economic expansion, create jobs, become more important to mainstream brands, and continue to rejuvenate the face of 50+. They didn't disappoint.
  • Want To Connect With Baby Boomers? Be Authentic
    David Wolfe, author of "Ageless Marketing," tells the story of "Reader's Digest"'s efforts to increase readership. Back around 25 years ago there was a successful lifestyle magazine for the older crowd called "50 Plus." "Readers Digest" took notice of America's aging population and the beachhead that "50 Plus" had established in older markets and bought "50 Plus" from its founding owners.
  • Reaching The Boomer Through The Experience You Create
    I remember visiting my grandparents as a child for two weeks each summer. As I grew older, I watched them transition from their working days to retirement. At that time, the shift towards retirement often meant a slower pace of life, a casual retreat from social circles and carefully budgeted spending. Even though I now value those lazy days sitting on the front porch learning from my grandparents, I didn't realize that the journey they were on was transforming the experiences they would encounter for years to come. As consumers, my grandparents seemingly became virtually irrelevant to marketers of their ...
  • That Sweet Smell? It's Boomer Nostalgia
    What is cool? As marketers we are always trying to pinpoint that ephemeral and often intangible "it factor." Hard to define, and embodied by few-sometimes only once in a generation - you know it when you see it. In many ways, cool hasn't changed that much since Boomers were kids, but the technology with which we deliver it has.
  • The End Of Age-Based Campaigns
    Get any two marketers together and they'll start talking about Millennials, the holy grail of marketing. They're cool, tattooed, culturally savvy, social to a fault, and account for a whopping 24% of the U.S. population. On the flip side, they don't make a lot of money, have significant school-related debt and are much less likely to be married or own a home. So, why does it seem that every campaign is aimed at Millennials?
  • Are You 'Fighting The Last War' In Your Boomer Marketing?
    When I search for "fighting the last war" in Google, I get 245 million results. Many of the articles are about how generals often train their armies for tactics that are already obsolete or they go into specifics, like how the Maginot Line was built to protect France from a WWI version of Germany. Another set of articles are about metaphors of the saying: "Microsoft is fighting the last war by buying Nokia's handsets," or "Investors are fighting the last war using techniques that will only lose them money now."
  • Think Reciprocity To Meet Aspiration Needs Of Baby Boomers
    Contemporary theories of marketing are increasingly defined in the context of collaborative relationships between a marketer and consumers that operate on behalf of meeting needs of the latter. But honoring this idea, especially in Baby Boomer markets is often problematic because a continuing focus on sales quotas pressure marketing and sales staff to concentrate more on making deals than on helping people meet their needs and fulfill their aspirations. There's a need to move from huckster to healer.
  • Your 2 Best Sales Tools For Reaching Boomers: Your Ears
    Of course you want to reach the group that holds 70% of all income in the U.S. and spends $2.9 trillion a year. But with more products and services on the market than ever before, the competition for Boomer dollars is fierce. Only the savviest salespeople survive. How do they succeed with today's mature consumer where others fail? It's simple: They know how to build trust, and that starts with listening.
  • Boomers Matter (More Than You Think)
    One terrifying day in 2008, I got a Facebook friend request -- from my mom. I sat on it for a couple of weeks before I shook off the disbelief, and braced myself for the questions I knew would come over the years. (Highlights have included the Farmville fad, explaining retargeting, and every UI update.) Still, my illusion was shattered -- the one that said my mom and her Baby Boomer generation had a technology IQ that rested somewhere between NES and PC solitaire.
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