Mark BradburyMember since November 2008Contact Mark
- Research Director AARP Media Sales
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Articles by Mark All articles by Mark
- The Tide Of Boomer Marketing Continues To Turn in
There is a noticeable momentum shift in the marketing of mainstream brands to Boomers. Using innovative ad campaigns, big brands are making bold statements about the value of Boomer consumers, and brands that have been neglecting Boomers are looking to step up to the plate. We are nowhere near critical mass, but enough strides are being made to support the notion that Boomer spending power is forcing a profound and potentially lasting disruption in long-standing marketing norms.
- Christie Brinkley Shatters The 60-something Stereotype in
Boomers are often credited with making 50 the new 30, but with more than half of this generation now over 60, they're making 60-something look pretty darn good, too.
- From DIY To DIFM, Boomers Lead New Trend in
With the latest technologies unveiled this month at CES in Las Vegas, there was plenty of buzz about the newest ways to automate a variety of our day-to-day tasks. Not surprisingly, Boomers are ready to take advantage of these innovative products as part of the surging "do it for me" (DIFM) trend.
- Building Brand Trust In An Age Of Mistrust in
Older consumers are disproportionately skeptical of marketing, believing that marketers either don't understand them or ignore them altogether. A recent study indicated that fewer than one in four people age 50+ believe marketers do a good job of representing people like them in advertising. How can marketers who want to meaningfully impact America's most powerful spending block-who are responsible for more than half of all consumer spending-address Boomers' skepticism?
- Understanding Three Key Motivators For Boomer Travel in
Riding a southbound Amtrak train home to New York last Sunday night, I was asked by the passenger next to me about a whale watching video I was posting on Facebook. I told her I'd just spent a most memorable weekend reconnecting with a college friend, Michelle, I hadn't seen in 30 years. On Saturday, we'd visited Gloucester, a small fishing town on Massachusetts' North Shore, where we ate, shopped, explored and went whale watching, my virgin experience doing so.
- Adult 2.0-Going for Gold After 50 in
At age 47, I was inspired by athletes in the 2010 Winter Olympics to play ice hockey, a sport I'd given up seven years earlier after breaking my leg. A series of concussions forced me to quit again at age 50, but my passion for sports and competition remained intact, and I'm eager to find inspiration for taking up a new sport while watching the upcoming Olympics.
- From The Primaries To Hollywood, Ageism Takes A Well-Deserved Hit in
In the '60s, there was a popular saying among the Baby Boomer generation, "Don't trust anyone over 30." It's a sentiment not widely shared by Millennials, as evidenced by their engagement in the presidential election process.
- A Tribute To David Bowie: A Leading-edge Boomer in
David Bowie has been a hero of mine for four decades. He was one of the early architects of the Boomer generation's personality, and while we were on opposite ends of the generation's spectrum -- he was born in 1947, the second year of the generation and I was born in 1963, the second-to-last -- he represented several stereotypical Boomer ideals that guided the lives of millions of Boomers, including my own.
- 8 Mainstream Brands That Made 2015 A Pivotal Year In Boomer Marketing in
Not long ago, examples of good mainstream marketing to Boomers were hard to come by. Not so in 2015. From fashion to cars to pet food, brands solicited Boomer business with ads that ran across a variety of media, including TV, magazines and online. These campaigns weren't always placed in media that efficiently reached older consumers - which Millennial decided to run a Boomer-targeted commercial on "The Mindy Project"? - but one step at a time, right?
- 10 Key Facts Savvy Marketers Know About Boomers in
Driving revenue in today's ultra-competitive marketing landscape requires clear-thinking and objective decision-making. Chasing Millennials has proven to have limited payoff because that generation continues to have limited financial means. On the contrary, the case for Boomers and older consumers as the lifeblood of the American economy continues to grow. According to the U.S. Census, Americans 50+ now spend more on consumer products and services than those under 50.
Comments by Mark All comments by Mark
- Confessions Of A Middle-age Millennial
I question whether you've become a Millennial, or if Boomer attitudes have influenced the Millennial generation. It seems to me that most of the 8 characteristics listed are hallmark Boomer traits that Millennials learned from their parents and have simply taken to another level. Either way, these are useful characteristics that may enable marketers to appeal to multilple generations with thoughtful cross-generational efforts.
- Revealed - 6 Ways Boomers Are Impacting The Consumer Landscape
Keep in mind that 50+ means adults age 50-100+. Over the next 10 years, Boomers will grow the 60-79 segment of the overall 50+ population.
- Expressing Herself: What Marketers Can Learn When Madonna Tackles Ageism
@Matt -- "The time to change attitudes about growing older is upon us." I couldn't agree more. Growing older is one condition everyone is born with." Nice line that I will use in the future. @Barbara -- "We need more "visible" outspoken "old" anomalies like Madonna. They inspire us to challenge our potential and be all that we can be — chronological age and cultural expectations be damned." LOVE THIS.
- How Gen X Will Help Baby Boomers Challenge Ageism
Thank you for taking the time to read my piece and for requesting support for some of the content. To be sure, defining generational birth years, size and characteristics is not an exact science. The years that define Gen X, or any other generation for that matter, vary widely depending on the source. Many estimates are more conservative than the 1965-1984 span used by the Joint Center for Housing Studies. In 2012, New Strategist released its 7th edition of Generation X: Americans born 1965 to 1976, which is often quoted as an authoritative text on Gen X. In late 2012, GfK Custom Research North America conducted a study on behalf of the MetLife Mature Institute, which used the same years (1965-1976) as a basis for its research, and estimated Gen X at 51 million. (Their findings can be downloaded free at https://www.metlife.com/mmi/research/generation-x-mtv-generation-mid-life.html#findings.) Any number between 50 and 80 million supports the argument for marketing to Gen X even after age 50. To describe all Gen Xers as pessimistic or skeptical would be a mistake, just as it would be a mistake to define all Baby Boomers as optimistic. However, generations do develop distinct personality traits, largely impacted by the historical events, parenting norms, etc. My goal was not to demean Gen X, rather to identify attitudinal differences between Baby Boomers and Gen X that have marketing implications. A great source for a much broader source of generational differences, including the optimism/skepticism difference, can be found here: http://www.wmfc.org/uploads/GenerationalDifferencesChart.pdf. Feel free to contact me at email@example.com should you want to discuss this issue in more depth. Mark Bradbury
- Happiness: The Gift That Keeps On Giving
Note that the data table is incorrectly formatted. MediaPost is working on correcting this. My apology for the inconvenience.
- The AARP At CES: Finally Listening To Boomers?
Nice post. A point of clarification... AARP originally named the American Association of Retired Persons, but in 1999 it officially changed its name to "AARP" to reflect that its focus was no longer retirees. AARP requires members be 50 years of age or older, not that they be retired.
- Digital Media: Tipping Point for 50+ Marketers?
While it is true that Apple advertising has been created for traditional media, it has a strong presence online. Their web site provides access to their current television commercials 24/7, and if you want to see older Apple advertising, there's a ton of it on thier YouTube channel. It's brilliantly unpaid advertising, but it's advertising nonetheless.
- 'Waiting for Superman' -- The Caregiver Version
Many thanks for a necessary call to action on a critical issue that is only going to become more so as millions of Baby Boomers age.
- How Many Boomer Women Have Seats At Your Table?
Thank you, Stephen. I love this piece. Eighty percent of the marketing team at my office are women. There are more white people than people of color, and more straight people than gay ones, but there's a nice mix of gender, race, sexuality, and age. Surely, our backgrounds influence our perspectives, but we come to the table as individuals, representative of ourselves and not of any particular group to which we may be affiliated. It results in lively, sometimes combative, yet always collaborative, decision making. What's really fun about it not only keeps us productive at work, but it allows us to grow as individuals outside of work. Shout out to our VP-Marketing, herself a Boomer woman, for encouraging an environment where we are all respected for who we are as individuals and expected to contribute as such.