• Brandweek, Monday, March 8, 2010 10:55 AM

Think boomers are set in their ways and loyal to the brands they've used for decades? Think again, Emilio Pardo, evp and chief brand officer of AARP, tells Elane Wong. They are, in fact, always looking for the best value. They are also online a lot, not only on social networks but also on "how to" sites.

That last bit of research plays into a new campaign by the organization that launched last night during the Oscars telecast. It builds on previous campaigns to hammer home the point that folks over 50 still have a lot of living to do -- and aren't doing it sitting down.

"This generation is at a moment in time where aspiration and setting goals so that you can live the rest of your life in the best way [possible] is a big issue," Pardo says. He continues: "I [often] say, 'Fifty is the new 50.' Fifty isn't the new 30. We are redefining what 50 is, and that comes with the aspiration and belief that 'I'm not done yet.'"

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