• ENGAGE:BOOMERS
    What Boomer Travelers Really Want Under The Tree
    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.
  • ENGAGE:BOOMERS
    Holding Out For A Hero: Average Joes & Josephines
    As we cross the threshold into 2017, it seems like a good time to let consumers speak for themselves. Much has been made in the last few months of the "voice of regular people" and those who are disenfranchised. Let's be honest, most of "those people" aren't the targets of campaigns. Many categories in the boomer marketing space target the mass affluent consumer. But there is a real sweet spot in a segment we call "Average Joes & Josephines." They are neither rich nor poor. They are articulate, smart consumers. As they age, they need brand heroes.
  • ENGAGE:BOOMERS
    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 office) was born in 1964.
  • ENGAGE:BOOMERS
    Marketing To Baby Boomers - Is It A Game Of Chance?
    An esteemed colleague once told me that no category of business expense contains as much waste as marketing. The amounts are astounding. Some marketing-related activities are estimated to cost companies about $500 billion annually. There are those that consider that figure is double what it should be. That claim is not as outlandish as it might seem, it's the single biggest expense in many companies' marketing budgets.