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Understanding Ageless Marketing

By G. Richard Ambrosius – It took the 70th birthday parties of a few thousand leading edge baby boomers for corporate America and the mainstream media to wake up to the fact that the median age of adults in the US increased by about a decade while they weren’t looking. Today, articles and conference topics on boomers proliferate, but understanding …

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Boomer Spending Power: Chicken Little, Pollyanna and Wile E. Coyote

by Barry Robertson – Chicken Little and Pollyanna spar over Pew data There’s an old story about the corporate CEO who insisted all analysts present their findings to management with one arm tied firmly behind their backs. The boss was tired of wishy-washy reports that concluded “on the one hand … but on the other hand.” Legendary or not, when a Pew Research Center report proclaimed The American Middle …

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Boomers Revolt! No Ad-taxation Without Representation

By Barry Robertson – Each year April 15th, Tax Day, is marked by op-eds observing the event – occasionally with a nod to another famous date with a taxation back-story: April 19, 1775 – when the opening shots of the American Revolution were fired at Lexington and Concord. Things had been going downhill since 1765 when the British parliament decided …

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Do Boomer Spokespersons Reveal Cognitive Dissonance On Madison Avenue?

By Barry Robertson – Some Boomers are more equal than others Let’s face it, we Boomers are ageists. At the Apple Store, we make a bee-line for the geekiest kid we can find. Electronics? Geeky kids? No brainer. But at Home Depot we track down the most grizzled veteran in the place. A beard, some heft around the middle and a name like …

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Understanding What Your Customers Can’t Say

By G. Richard Ambrosius – In the world of marketing, there is general agreement that emotions play a larger role in consumer decision making than rational thought. So, doesn’t it follow that research that forces rational answers is generally flawed? Since breakthroughs in brain science challenge basic assumptions about consumer behavior, isn’t it time to re-write the rules of market …

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Are Digital Marketers Just Throwing Mud?

By G. Richard Ambrosius – “Personalization” is the word de jour in digital marketing. It’s about tailoring messages and product offerings to the needs and tastes of individual consumers. But true personalization is far from universally successful because personalizing agents don’t really know how to get personal. Ever desirous of getting personal, Amazon.com consistently recommends books I haven’t the faintest …

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Engage Boomers With Inclusive Branding: Four Lessons From Disneyland

By Barry Robertson – It all started with a mouse This past summer, Disneyland, Anaheim, went all out for its Diamond Celebration, with special events and spectaculars to commemorate its opening sixty years ago in July, 1955. As Walt Disney famously said, it all started with a mouse. In this case, Mickey Mouse cast as Steamboat Willie in the very first cartoon with synchronized sound. In today’s …

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Welcome to Obscurity, Baby Boomers

By G. Richard Ambrosius – In 2013, the United States ‘celebrated’ a historic milestone generally ignored by governments, businesses and nonprofit organizations. For the first time in history, those ages 65 and older outnumber those under the age of 15. This was a change of epic proportion and yet little has been done to adapt marketing materials, hiring policies, sales …

Boomers: The Uncool Pig in the Python

By Barry Robertson – It’s not just demographics – there’s more of us than you thought The original American Baby Boomer definition was based solely on demography: people born 1946 through 1964. At the time, policy makers wanted to assess the economic impact of this huge cohort in the years ahead – the pig in the python as one demographer colorfully described the population bulge of Boomers …