Nielsen: This Isn't Your Grandfather's Baby Boomer
Research Titan Claims Demographic's Retirement Upends Old Notions, Younger Consumers Are Losing Dominance
by Brian Steinberg
… Most times senior citizens are still seen in ads selling life insurance or denture cream, yet the older person in the U.S. in the next decade is likely to be anything but helpless and in the market for more than just financial help and medications.
That’s this blog, my book, my speaking and consulting around the world, my articles since 2003.
Like this one:
Boomer Backlash II
… I guess what upsets me about this campaign is not the campaign itself. I love it. I see people around my age – they’re entertaining, loose, funny. I’m wondering what the payoff will be. What a letdown.
Why couldn’t it have been a car? Laundry soap? Baked Beans? Gender-specific razors? Aluminum foil? A smart phone? Anything but some age-related malady …
The Backlash: If every time someone over fifty sees a commercial targeting them and it’s always for an age-related product or service, pretty soon their eyes will glaze over, they’ll get itchy and grumpy.
Update: Good piece about all this by Eve Troeh of Marketplace: Over the hill but not in a rut