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Want To Connect With Baby Boomers? Get Your Messages Creatively Right

By Jim Gilmartin – Contrary to the perception that aging brings a calcification of shopping habits, many over-50 consumers diversify their spending habits as they grow older. That diversification, plus the narrower tactics of contemporary marketing practices, makes them much tougher to reach through advertising. As older consumers and the Baby Boomer cluster move from the crowd-think of their youth …

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To Connect With Baby Boomers, Shift Your Marketing Paradigms

By Jim Gilmartin – A paradigm is not a way of doing things; it is a way of thinking about things. A new marketing paradigm cannot be understood according to the rules of the paradigm it replaces. Says brain researcher Bernard Baars in In the Theater of the Brain, “Our inability to report intentions and expectations simply reflect the fact that they …

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Connecting With Boomers Requires Empathetic Connections, Part II

by Jim Gilmartin – In our last post, we discussed empathy as the most important ingredient in lasting relationships. We all want to be understood by those who want to sell us something. When we think we are not understood, we erect defenses against those trying to connect with us or sell us something. As we also previously discussed, empathy is …