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Baby Boomers’ Hobbies: Their interests can be good for your bottom line

Unique individuals make up the Baby Boomer generation. While they don’t all look exactly the same, there are some things they have in common. One of them is time. As their children grow up, move out and start raising families of their own, Boomers’ often find the freedom to pursue interests they’ve had to put off for years. That reality …

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Baby Boomers Are Still The 800-Pound Gorilla

Let’s Revisit The Opportunities The media is currently promoting Millennials as targets to pursue. It’s very clear the numbers are impressive, but numbers don’t buy anything. It would be short-sighted of marketers to ignore Baby Boomers in favor of Millennials. In 1946, Baby Boomers began their tremendous influence on the world. No one could have predicted how this generation would …

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Baby Boomers & Seniors on YouTube: What Marketers Need To Know

While previous generations turned to their children or grandchildren to learn about new technology, Baby Boomers and Seniors are turning to YouTube. In fact, Seniors are the fastest growing segment on YouTube mobile. And as Boomers and Seniors continue to be increasingly active online – spending 27 hours per week – marketers need to learn how best to connect with …

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Time for a New Lens: Change Your Marketing Paradigm to Reach the 50+

By G. Richard Ambrosius – To say that it is time to change marketing paradigms to connect with an aging marketplace is what author Tom Peters would call “a blinding flash of the obvious.” Yesterday’s marketing rules worked in the youth-driven markets of the yesterday, but the return on investment in advertising began a downward slide as leading edge baby …

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Do You Have A Story To Tell? Baby Boomers Want To Hear It

A huge cognitive gap exists between a 30-year-old copywriter and a 65-year-old consumer. The result is that very little advertising aimed at Baby Boomers reflects the way they think because, typically, the young copywriter sees the world through the lens of an under-40 year old. As individualistic as our fingerprints, how we think is influenced by our unique life story, …

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Marketing to Baby Boomers: It’s HOW They Think That’s Important

In marketing and sales focused on 50+ audiences, it’s not what they think that’s important – it’s HOW Baby Boomers think that’s important! The whole business of marketing and sales is about getting information into people’s brains and persuading their minds to buy or do something.  The older we become, the more emotional reactions determine if we should think about a matter. Emotional …

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How to Connect With Rich Baby Boomers

While the 50+ segment makes up 50% of consumer spending, only 10% of advertising spend is focused on this group. So we can assume that marketers and advertisers are neglecting the rich baby boomers – those that control 70% of the wealth. Spending by the 50+ segment is expected to rise to $4.74 trillion over the next 20 years (a …

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The 50+: Often Overlooked. Never Outspent.

You’ve undoubtedly heard the rumors. But the facts are even more astounding. The 50+ market accounts for nearly half of all consumer spending in the U.S. They spend a whopping $3.2 trillion annually. Gen X, Millennials, Gen Z and the rest aren’t even close. As crazy as it sounds, that’s more than the GDP of several countries, including Italy, Brazil, …

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Why The Beauty Industry Should Be Paying Attention To Baby Boomers

It’s no surprise that the beauty industry heavily markets to Millennials, who are known to purchase a wealth of cosmetics and hair care products. However, there is another audience that could help brands increase market share. When it comes to buying power, Baby Boomers hold the key. Accounting for more than 70% of disposable income in the U.S. and spending …

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How To Connect With Baby Boomer Women

In a 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… ‘Women’ have become the latest buzzword in the ad world, …