Don’t Ignore the Power of the Boomer
We wanted to share this article, Nielsen: This Isn’t Your Grandfather’s Baby Boomer published in AdAge Magazine about the baby boomer consumer, along with some of our own thoughts. As the article confirms, it’s no secret that the 78 million Baby Boomers, those born between the years of 1946 and 1964, are a large and powerful (and affluent) group of people. The darling of most marketers for decades, Boomers are courted less and less. Brands that were built by the Boomers, like McDonalds, aren’t maintaining that relationship. Think about it: The Boomers still eat hamburgers, but the vast majority of McDonalds’ advertising budget still targets those ages 18 to 49.
Baby Boomers spend money, are more comfortable with technology and more adventurous in their media choices compared to their predecessors. As the average age of all traditional media, such as television and newspaper, is getting older, shouldn’t we see a shift in messaging and advertising that supports this messaging as well?
We expect new marketing channels for seniors to emerge, and we’ll be sure to keep you aware of good opportunities when we see them.
