Face it--you are not getting any younger. And if you are one of 78 million Americans
born between 1946 and 1964, you are a member of the boomer tsunami. While advertisers prefer to position brands for younger consumers, many companies are finally facing the reality their target audience is
50-plus years old. And these are active boomers with $ 2 trillion dollars in annual spending power. As such, both companies and advertisers are beginning to embrace boomers on their own terms. According to
The Wall Street Journal, for example, the founder of job site Monster.com has decided to build a social networking site for—gasp-seniors. Conservative publishers are losing executives to start-ups willing to launch boomer magazines. Think
GeezerJock targeting boomer athletes in better physical shape than their children, and think
Grand, for grandparents still sexy enough for the dating circuit.
Marketing Blurb urges companies to surf the boomer tsunami or drown. And for those young creative directors who are still struggling with the concept—forget age. Just think of boomers as those smiling wealthy folks.
Photo Credit: The Wall Street Journal
Comment Preview