67 results
  • Divorce, Boomer-Style, And What It Means For You
    The Pew Research Center recently reported that Americans 50+ are divorcing at twice the rate they did 25 years ago. In 1990, only 5 out of every 1,000 Americans got ...
  • Influencer Marketing For Boomers: It's About Experience, Not Marketing
    Influencer marketing is not only the fastest-growing trend in marketing; it's more than a trend and appears poised to become a permanent fixture in marketing and communications planning. 84% of ...
  • Hillary And Michelle: Boomer Influencers Rock!
    Hillary Clinton and Michelle Obama represent the bookends of the Baby Boomer generation. Clinton (now 69) was born in 1947 and Obama (who will turn 53 before her husband leaves ...
  • Boomerang Kids Forever: The New Normal
    While unemployment seemed to drive millions of young adults back to their childhood homes, the fact of having gotten jobs did not result in their moving out. Recent research suggests ...
  • In Video, Boomers are #1
    Recent research from BuzzStream and Fractl on generational use of content tells us that the #1 content form that Boomers share is video, and they share video content more than ...
  • Women STILL Hate Wall Street - Just When They Need It Most
    Many years after some of the nation's largest financial services firms set out to win business from Boomer women, we're still in a spot where little has actually changed. Like ...
  • Women 45+: Worth Targeting In EVERY Category
    As in other categories, these women are routinely ignored or taken for granted. While people who read this column know that Boomers and Gen X consumers are worth targeting, you ...
  • How To Sell Fitness? It's All About Energy!
    As January spills into February, New Year's resolutions may be also be falling away, but people still want to be fit, and marketers across categories, from gyms to food to ...
  • Smaller Homes, Second Homes: More Homes Mean More Furniture
    Tens of millions of Americans 45+ are going to buy new houses in the next few years. Are you ready to sell them the new furniture they need? ...
  • Boomers Want To Hear About The 'America' In American-Made Cars
    You know that Boomers love their country, but did you know that they shop that way, too? ...
  • Why Is It So Hard To Make Jeans That Boomers Can Love?
    We've been listening to women 45+ for seven years now, and there is one question that never goes away: Where can I find a pair of jeans to love? The ...
  • Target Millennials Or Boomers? Why Not Both?
    At the Cannes Lions festival later this month I'll be joining Kirsty Fuller, co-founder and co-CEO of the global insight and brand consultancy Flamingo Group. Kirsty and Flamingo have been ...
  • Are You Ready To Be Dumped?
    When marketers are asked how they keep Boomers engaged, those who don't ignore them usually admit they take them for granted. If you are one of these marketers, you should ...
  • 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 ...
  • 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." ...
  • 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 ...
  • If The Boomerang Kid Never Leaves, Is The Parent Ever An Empty Nester?
    A recent "New York Times" story clarified the brave new age of young adulthood: It looks a lot like childhood. ...
  • Where To Launch A New Product? Don't Forget Google
    I recently met with a company launching a new beauty product for Boomer women. They had tested it via direct-response television, and wondered why women were watching their infomercials but ...
  • Is It Really An Empty Nest If There's A Pet In It?
    While the Great Recession continues to affect almost all consumer categories, one category remains exempt: pets. Annual consumer spending on pets has grown every year since it was first measured ...
  • 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. ...
  • 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 ...
  • The Internet's 'Super User?' A Boomer Mom
    I was reading the results of a recent survey by Burst Media on "The Online Mom" and two notable facts stood out. First, I had never seen a study like ...
  • Why Fashion Retailers Should Sell More Clothes Online
    Women over 50 consistently tell us that they dislike shopping for clothes. Department and clothing stores are often the first place where this woman was made to feel invisible while ...
  • Style Icons For Boomer Women? They're Getting Younger
    I've written in this space before about the average age of Baby Boomers (which is closer to 50 than 70), and even whether we should call midlife consumers "Boomers" at ...
  • Hair After 50? That Is The Question, For Both Women And Men
    Advertising usually reflects the genuine needs and concerns of the consumers it was designed to reach. If you looked at advertising for hair products targeting men and women over 50, ...
  • Aging Pet Owners, Aging Pets
    Recently, we conducted a survey on pet owners among the women aged 45-65 who gather at our website and beyond. While we were not surprised to learn about this generation's ...
  • Don't Launch Your Product On Facebook
    We have recently been asking Boomer women how they travel the path to purchase new products, and their answers are surprising only because they don't point to the tools used ...
  • Mirror, Mirror: Why Beauty Brands Are #1 Online
    When we launched a website for Boomers in 2009, a surprising number of brands and agency people used to ask, "Are Boomers really using the Internet?" While the undeniable online ...
  • Does 'Boomer' Now Mean 'Old'?
    For many years, I've been making the point that Boomers aren't as old as many marketers seem to think they are. The youngest Boomer is just turning 49, after all, ...
  • How Will Boomers Buy Hearing Aids?
    For the last year or so, my interest in the Boomer marketplace and new products has gotten me thinking about the hearing aid market. It is hard to find a ...