• Is Gen X The Dark Horse In 50+ Marketing?
    There's no doubt Baby Boomers have changed how endemic categories (e.g., health and finance) view and speak to older consumers, which has resulted in more authentic and youthful ad campaigns that resonate on a deeper level. And, it's also true that Boomers' unrivaled spending power has caused mainstream brands to at least question the wisdom of ignoring consumers once they turn 50. Despite this progress, however, the question of how to convince more mainstream brands to target consumers 50+ with any regularity persists.
  • Does Tech-Savviness = Happiness? Not To Boomers
    TheNextWeb recently published an opinion piece by writer Curtis Silver called "Baby boomers aren't tech novices. They just want you to think they are."
  • Digital Marketing To Baby Boomers
    So, you created a website, an online marketing plan and executed it. You're routinely watching your online marketing activity, wondering if you could be doing better in Baby Boomer markets (50 to 68 years of age) because you believe you have an attractive product or service for them, and you know that's where the money is.
  • Deck The Malls With Boomer Shoppers
    How can marketers reach more Boomer shoppers this season? For answers, let's turn to the blizzard of holiday shopping surveys out there.
  • Catching Up In The Connected Home
    Not quite a household term, yet, the Internet of Things among the consumer electronics industry continues to elicit breathless economic predictions and promises of life-altering technologies. Estimates put IoT at 50 billion connected devices to the tune of over $7 trillion in revenue by 2020. Phones and cars already talk back, wristwatches monitor and record our activity, and the recently released Amazon Echo speaker is bringing the helpful home robot one step closer to reality.
  • Boomer Dissatisfaction?
    We've now had a week to review the mid-term elections and study exit polling and the results. The size and scope of the Republican victory was impressive. From state legislatures and governorships to Congress, the victory was wide spread and found in some surprising places like Illinois, Maryland and here in deep blue Massachusetts. A closer look at the exit polling shows, as expected, midterm elections bring out an older electorate compared to the Presidential years.
  • The Beginnings Of Ageless Marketing III
    For almost a quarter of a century we've advocated the wisdom of David B. Wolfe author of "Serving the Ageless Market, Ageless Marketing, Firms of Endearment and Brave New Worldview." In June, I published the first of a series of articles reflecting David's thinking and on Aug. 4, the second. This is the third and last article.
  • When Boomers Retire, Some Marketers Win, And Others Lose
    What's the biggest life change for Boomers? For many, it isn't turning 65. It's retiring-at whatever age that happens.
  • Catering To Aging Boomers: The Future Is Bright
    Want the key to successfully marketing health care products to aging Boomers? Here's a hint: don't focus on aging.
  • Do You Read Restaurant Menus In The Bathroom?
    The great thing about asking consumers questions is that you always learn something you couldn't have imagined. Who knew, for example, that some people are so unwilling to be seen wearing reading glasses that they carry restaurant menus into the bathroom to read them under bright light in private?
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