• ENGAGE:BOOMERS
    Social Listening Insights On Hispanics' Financial Needs
    Partnering on a social listening analysis, we and Oye! Business Intelligence examined over 13,000 Facebook and Twitter conversations about the financial needs of U.S. Hispanics, including English and Spanish speakers. Research found that the top conversation drivers were retirement (22%) and how to protect one's family (13%).
  • ENGAGE:BOOMERS
    The Mick Jagger Of Elder Care
    The New York Times called it "laugh-out loud," but "Bettyville," a bestselling memoir, is about a subject many might not view as humorous: a Boomer-generation man returning from New York City to his roots in Missouri to care for his aging mother.
  • ENGAGE:BOOMERS
    Misconceptions About Boomers May Impact Your Bottom Line
    It seems like every day brings a new article with dos and don'ts for marketing to Millennials. I get it - it's a big demographic which, collectively, wields great buying power that will grow as they pay off their student loans and settle into careers. For many brands, the focus on establishing relationships with these consumers is driven by the goal of maintaining their loyalty in the future. As a strategy, it makes total sense, unless your youth-driven approach winds up alienating a customer segment whose discretionary budgets are sizable in the here and now: Baby Boomers.
  • ENGAGE:BOOMERS
    Disrupted: Do Generational Labels Matter?
    If you work in marketing, you have likely heard about Dan Lyons' new book, "Disrupted." It's the story of his exploits as a 51-year-old journalist trying to reinvent himself as a marketing guy at HubSpot, the Boston-based company that sells marketing automation software. It's a funny and insightful look at a clash of cultures (him vs. nearly everyone) inside a tech startup on the road to an IPO. A major theme is the ageism Lyons perceives at HubSpot, which can also be found in the tech business as a whole. Watching the cynical newsroom veteran navigate around jargon-spouting marketers makes ...
  • ENGAGE:BOOMERS
    How To Connect With Baby Boomer Women, Part I
    In a recent "Marketing Daily" commentary, "Advertising's Gender Problem: Some Brands Are Starting To Get It," author Jean Freeman writes, "But here is another sad reality about advertising today: Women control an estimated 85% of purchasing decisions in this country, yet over 91% of them feel like advertisers don't understand them. Recently, the objectification of women in advertising reached a critical mass with the launch of the #WomenNotObjects movement. 'Women' have become the latest buzzword in the ad world, with more focus on the problems and not on the positive examples or solutions."