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Derek Dunham

Member since October 2007Contact Derek

Derek works with clients to grow and develop their brands by staying on strategy, on time and on budget. He is responsible for ensuring that his accounts are strategically and fiscally sound. Derek has experience with brand development and marketing research for such clients as Abbott Nutrition, Delta Health Technologies, Westminster Ingleside, Peconic Landing and Sodexo Senior Living. Derek graduated with a bachelor’s degree in business administration from the University of North Dakota, and received his master’s in business administration from the Carlson School of Management at the University of Minnesota.

Articles by Derek All articles by Derek

  • What America's Shifting Demographics Mean For Boomer Marketers in Marketing Insider on 10/01/2018

    In households where a grandparent is head of the family unit, do you market diapers to grandparents in a different way than you would to parents?

  • Archetypes In Boomer Branding in Marketing Insider on 07/09/2018

    "The Hero and the Outlaw" is a seminal work in the way we understand branding in the modern age. Written in 2001 by Margaret Mark and Carol Pearson, the book employs real-world examples to help readers understand how organizations have crafted the public perception of their business. The core of the books revolves around the 12 brand archetypes, which the authors created as an extension of the works of psychoanalyst Carl Jung.

  • Boomers, Credit Cards And The Change In Spending Habits in Marketing Insider on 05/07/2018

    In August 2015, LendingTree, one of the nation's leading online loan firms, conducted a survey on credit card behavior and spending. Reportedly, nearly 90% of Boomers own a credit card, compared with just over 60% of Millennials. Certainly, the younger generation has not had the same opportunity to build and carry credit, but a difference of nearly 30% is a large one. Credit card providers have learned this and are continually creating new products that appeal to the Boomer demographic, providing them with new ways to borrow, with fewer strings attached. How Boomers approach credit spending is an important topic for businesses to understand, especially as it evolves as they age.

  • Generational Language Differences Influence Boomer Marketing in Marketing Insider on 01/10/2018

    Review any new internet trend report, and one of the major findings will be how Boomers and seniors are increasing their use of the internet, specifically on mobile devices and tablets. Older demographics are becoming more comfortable with making online purchases from platforms other than a laptop or desktop.

  • Understanding Boomer Shopping Habits in Marketing Insider on 12/04/2017

    As advertising revs up for holiday shopping, retailers are quick to produce ads that appeal to their most desirable demographics - usually Millennials and Generation Z. Sure, young people are always going to be a prime market for retail goods, but this overlooks the fact that, in the United States, Boomers and seniors control more disposable income than the rest of the generations combined. This holiday season, savvy retailers won't just try to get younger shoppers through their doors; they'll also be engaging parents and grandparents with their marketing efforts.

  • Boomers Embrace The Amazon Echo And The 'Internet Of Things' in Engage:Boomers on 03/27/2017

    Amazon Echo, commonly referred to as "Alexa," has become one of the most popular gadgets to debut in recent years. People the world over are embracing all of the ways that the device, first available in June 2015, can aid in managing the home and day-to-day life. While this kind of technology is often thought to appeal to only younger demographics, Boomers are finding new and innovative ways to use Echo to meet their specific needs.

  • What Boomer Travelers Really Want Under The Tree  in Engage:Boomers on 12/27/2016

    With Boomers spending $120 billion a year on travel, there's a huge incentive for marketers to give them a better experience. So, if not for this holiday season but the next, I talked to a few Boomers to see what was on their travel wish lists. Although they visit a wide range of places, from local campgrounds to international cruises, it was surprising how many preferences they shared.

  • When Aging In Place Puts Baby Boomers In A Tough Place  in Engage:Boomers on 10/24/2016

    The number of older people who live alone at home continues to climb: 13 million in 2015. And for women over 75, the numbers are even more shocking. 45% live alone, according to a recent "Philadelphia Inquirer" article.

  • Unleashing The Spending Power Of Baby Boomers  in Engage:Boomers on 09/26/2016

    The days are over when 10-year-old Billy down the street opened a few cans of dog food for Fido while the neighbors were on vacation. Now, pet owners look online for pricey dog sitters with fancy credentials, scour TripAdvisor for hotels that cater to pets, or even book a pet-friendly cruise. As we treat animals more and more like people, it's hard to tell pet-focused products and services from human ones. Guess which of these five pet services actually exists?

  • Will Boomers Go Pokemon?  in Engage:Boomers on 07/25/2016

    He hasn't walked over a cliff or discovered any dead bodies, but Paul, a Pokemon Go aficionado, has ignored important phone calls, struck up conversations with complete strangers, and even tried driving while playing. (He doesn't recommend that last one, calling it "perilous.")

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