Though marketers still covet the 18-to-49 age group in this youth-obsessed culture, a growing number of companies realize that fiftysomething consumers offer a lucrative business opportunity they can't afford to overlook.I don't agree with everything everybody says in the article (well…I agree with everything I say, of course) — but overall it's on the money.
Something I don't completely agree with:
Marketing experts say companies need to know how to tug at the heartstrings of Americans over 50, because emotional appeals work better with that generation than a recitation of facts.Yes and no. If you do want to 'tug on the heartstrings' you'd better have people creating the campaigns who know which ones to tug at. Tug at really dumb ones, insulting ones, irrelevant ones, and.....
In today's wacky world of branding it's almost better to focus more on the product, the facts. Boomers have been pitched to their whole lives. They can see a shill coming a mile away. This has less to do with being a Baby Boomer and more to do with being older and wiser to the ways of Madison Avenue. Make sure they don't have to dig through too much vapid, brand-driven, emotionally ingratiating silliness to find out exactly what a product or service is.
Follow Bob Moos' reporting on Baby Boomers (and older).
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