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Four Million Gen Xers Disappear: Blame Madison Avenue’s Death Star

The Star Wars franchise turns forty this year; look for quotes and metaphors to crop up ad nauseam in marketing circles. Always ahead of the pack, we’ll get ours out early. In another 2017 milestone, for the third year in a row over four million members of Generation X – born 1965-1981 – will reach their 50th birthday and disappear from mainstream brand advertising. Thanks to Madison Avenue’s remorseless …

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Boomer Girls Still Just Want To Have Fun

by Barry Robertson – Who says Boomers aren’t adaptable? For sure, not the defunct music cassette industry… Back in 1980, when Donna Summer rocked our disco world, vinyl records were at the peak of their popularity – we just called them “records” in those days, the traditional term handed down from our parents and grandparents. However, cassette sales were already …

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Memo To Smartphone Marketers: Don’t Put Boomers On Hold

by Barry Robertson – One ringy dingy, two ringy dingy … Rowan and Martin’s Laugh-In (1968-1973) was a TV favorite among leading edge Boomers. It debuted on NBC Television as the top-rated series of the 1968/69 season, with an average rating of 31.8 (TV Facts, Cobbett Steinberg). Eat your heart out, Big Bang Theory (3.4 rating, season finale May 12, 2016, Nielsen). Okay, it’s …

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Advertising to Boomers: Early Adopters will be too late

By Barry Robertson – In the Golden Age of cheesy sci-fi movies, scaly mutants in low budget rubber costumes, claymation monsters and rear projection creepy-crawlies ruled. One of our favorites is the 1954 Toho Film Company classic, Godzilla, starring a prehistoric dinosaur with a seriously bad attitude due to being awakened by H-bomb testing. Sure, anyone would be irked but, …

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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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Experiential Segmentation: Allowing Boomers To Personally Define Value

By Jim Gilmartin – Greater individuation brought into the marketplace by Baby Boomers lessens the usefulness of traditional customer segmentation for reasons of simple economics. The greater the degree of individuation (the older we get, the less alike we become), the smaller the sub-groups; the smaller the sub-groups, the less cost-effective it is to tailor marketing programs to such groups. …

Boomers Refute the Logan’s Run School of Marketing

By Barry Robertson – 1970s thinking: Logan’s Run inspires 21st century advertisers One Boomer heyday sci-fi gem that never made it to Mystery Science Theater 3000 is the 1976 classic Logan’s Run. In the 23rd century, a post-apocalypse utopia thrives under a sealed dome, safe from the primitive remnants of the old order. The inhabitants enjoy an indulgent, hedonistic existence regulated by an all-caring computer. They …