• 'I've Become My Father'
    The Boomer generation has always considered themselves pretty special. But the truth is, they have more in common with the older demographic - the Matures - than they'd like to believe. At least, some of them do.
  • CES Does Market To Boomers - It Just Didn't Know It
    Last month's International CES said its message was "innovation." But this year really offered no earth-shattering breakthroughs in product or technology.
  • 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?
  • 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.
  • 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.)
  • 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 ...
  • 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.
  • 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.
  • 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.
  • 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.
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