The Baby Boomer market

From: Baby Boomers? Big Deal.

How are the creators of advertising responding to Baby Boomers in search of brand experiences? A recent article in Advertising & Marketing Review noted that, while people over 50 have half the discretionary income in the US, they are the targets of only 10% of ad messages. The Boomer Project notes that 66% of boomers agree with the notion that “advertisers target people younger than I am.” It makes you think that those young upstarts in the creative department have absolutely no respect for their elders. This spells HUGE OPPORTUNITY for marketers of distinctive, aspirational brands who appreciate the potential a mature audience offers.