
Published: May 28, 2007Gee. That's a major theme in my book - originally published over two years ago.
Unilever Resuscitates the Demo Left for Dead
Marketer Spies Goldmine in the Often-Overlooked Baby-Boomer Consumer
When Unilever researchers started looking into the shopping patterns of baby boomers, many of its younger marketing executives wondered why ...
"When we first started launching this project internally, we received e-mails from some of our younger colleagues asking, 'Who cares about these people?'" said Mike Twitty, senior group research manager-shopper insights for Unilever."
More from Mr. Neff’s article:
Stereotypes aside, many boomers are actually early adopters of new technology and switchers to new brands, Ms. Kozin said. "Younger people may be more excited and write about it," she said. "But boomers have the money to spend on it." … And they'll do so, she said, particularly when the communications are geared to them.

And about brand switching - a quote from a book review in The Journal of Consumer Marketing (PDF):
IA second favorite excuse of agencies is: “Baby Boomers don’t change brands.” Nyren dismantles this excuse nicely with examples of brand switching, and he further acknowledges that in cases where loyalty to a brand does exist, marketers who do not target Boomers give them no reason to change.

Actually, if you read Jack Neff’s piece along with Rance Crain’s piece you don’t need to read my book. (Unless, of course, I’ve predicted bunches of other stuff and you’d like to know the future. Or, you can wait for brand managers, research folks, and CMOs to catch up and be profiled in Ad Age in a few years.)

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