Let's Talk About Sex ... And Romance!
As Valentine's Day approaches, love is in the air. But, will marketers make a love connection with today's largest and wealthiest demographic - the 50+ age group?» 2 Comments
The Problem Isn't The Things We Don't Know, It's The Things We Know That Ain't So
Almost everything we know about marketing and selling was learned when consumers under 40 pretty much shaped cultural values and ruled the marketplace. Now the Baby Boomers (50 years of age and older) continue to be a huge influence on shaping cultural values and the rules of marketing and selling simply because of their numerical superiority. So, much of what you know about marketing and selling is wrong if you are still working with assumptions about consumer behavior that developed when markets were much younger.» 3 Comments
Beyond The Buffet Table: What Retirees Are Really Hungry For
When it comes to the dining experience, what do retirees crave the most? We decided to find out. We conducted Project Looking Glass II, a study to learn how marketers can better reach the Boomer and senior markets. (This study, which placed researchers in a senior living community for 31 days, was a five-year follow-up to Project Looking Glass I.)» 1 Comments
Forever Young: Looking To Age Gracefully, Inside And Out
Boomers are younger than ever before. Yes, they are aging like everyone else, but are channeling their young spirit in a new way. From the beauty products they purchase to the lifestyles they lead, this group of 78 million is embracing their inner youngster and is looking to get the most out of life. They evaluate their age based on where they are in life, as opposed to the date on their birth certificate or number of wrinkles on their forehead, and are on a quest to look and live younger. As marketers look to engage and relate to Boomers ...» 1 Comments
An 11-Point Strategic Approach
On Dec. 5, 2013, Mark Bradbury wrote "Still Relevant: Top 5 Predictions For 2014" in this space. His points were well made. However, you won't find the driver of improved sales to Baby Boomers (born before 1964) in a company's planning department, or marketing/advertisement departments.» 0 Comments
5 Ways To Heat Up Senior Tech Sales This Winter
Analysts are anticipating a weaker-than-usual holiday selling season. But there is one potential source of selling cheer, especially for tech marketers: the over-65 market.» 2 Comments
It's Boomer Time! How Alcohol Brands Can Show Them Some Love
Nearly 70% of Boomers drink-that's 48 million men and women in the U.S. alone. Not that you'd ever know that because they are rarely featured in most alcohol advertising. For many years, those in the alcoholic beverage industry haven't made a point of engaging drinkers age 50+; but if marketers don't want to leave money on the table, it's time to rethink that.» 0 Comments
Why Marissa Mayer 'Bought' Katie Couric For Yahoo
Katie Couric, now 56, represents her generation of women more than ever. A journalist, wife and mother, she has worn more hats than most men her age, but no more than the average midlife working woman, whether she be a business leader, civic leader, midlife entrepreneur, young widow heading back to work, and/or active empty-nester. As someone who has filled all five of these roles, Couric is the poster child for women over 45.» 4 Comments
Still Relevant: Top 5 Predictions For 2014
To me, the most annoying part of being a Baby Boomer is the stereotype that aging has diminished my relevance in today's world. One of the best parts is knowing the stereotype isn't true.» 6 Comments
Is Your Marketing Stuck In A Hucksterism Time Warp?
Marketers have to radically change their current mindset about connecting with 50-plus populations. Ten years ago, in the forward of the book Ageless Marketing by the late David Wolfe, Jagdish N. Sheth wrote, "Current demographic mega trends add to the urgency of the need to do so. Developing markets such as North America, Europe, and Japan are characterized by much slower growth and a simultaneous maturing of the population, blurring the gender distinctions, and the rise of feminine values in society and hence the marketplace. More and more consumers are in the more highly evolved later stages of life, which ...» 0 Comments
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