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Don’t Overlook the Baby Boomers

As a marketer, why in the world would you overlook the Baby Boomer generation?  According to a recent article in USA Today,  “as Baby Boomers are aging and accumulating wealth, their spending is growing at a pace that’s leaving younger generations far behind.”  The article, authored by Bruce Horovitz, describes how the Baby Boomer generation is turning marketers’ assumptions upside down. I encourage you to check out Bruce’s thoughtful article: http://www.usatoday.com/money/advertising/2010-11-15-babyboomers-spending_N.htm.

In his article, Horovitz says that most marketers traditionally focus on the 18-to-34-year-old set because they believe this age group has higher brand loyalty and can become lifetime customers. The little marketing that targets Boomers incorrectly assumes that something is wrong with them and needs fixing.  The author suggests that marketers court Boomers by making them feel good, hip, smart, sexy, hungry and techie.  Did you know that Boomers spend more on tech than anyone?  Brands such as Maidenform, General Mills and Best Buy are catching on, celebrating Boomers rather than treating them as an old and tarnished age group.

For more, check out the USA Today article here: http://www.usatoday.com/money/advertising/2010-11-15-babyboomers-spending_N.htm.

Post by Dan Dunlop with Stephanie Cohen, UNC-Chapel Hill Student and Jennings Intern

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