View Post

Designing Creative for Older Adults and Seniors

When designing creative for older adults and seniors, it’s essential to understand what their motivators are and how they process information. For over 25 years, Coming of Age has been designing creative that connects and resonates with the over-50 age group, with outstanding results for our clients. Our creative approach is based on our deep understanding of aging audiences. To …

View Post

Hey Marketer… Are Boomers Using Voice Assistants?

Amazon Echo, Google Home and other AI voice assistants have grown rapidly in popularity. Today, 28% of internet users also use a smart speaker. Next year, that number is expected to grow 13.7% to bring the total users to 83 million. Most assume it’s the younger, tech-savvy audience driving sales. But Boomers, especially those in their sixties and older, make …

View Post

6 Ways to Effectively Communicate with the 50+

Andrew Hutchinson writes in 3 Notes on Being More Human and Building Your Brand in Social Media: “Whilst more people are embracing creativity and experimentation, there are some things that we’ve learned that are universally true, some aspects that, regardless of the medium, will remain influential in success. Those elements are human factors.” “You can’t do business without people,” he …

View Post

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 …

View Post

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 …

View Post

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 …

View Post

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, …

View Post

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 …

View Post

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 …