Advertisers Work on How Best to Target Aging Boomers
Here’s an interesting piece from yesterday’s New York Times. It’s not exactly a new theme: the baby boomers comprise a huge audience and everyone wants a part of it. The twist is that now that the boomers are headed towards sixtysomething, there are new challenges.
I like the categories that the consulting firm Age Wave uses to divide older consumers–from “Ageless Explorers” (basically rich retirees, or what I call “Golden Leisurites” in The Leisure Economy) through to the “Sick and Tireds” who are apparently poor and ready to die. That not all aging boomers are getting ready to sip wine in Tuscany is something that tends to get lost in the popular media.
A bit of a controversial point at the end of the article too, that its okay to group teenagers together in a group, since being a teen is okay given that there is a next stage after that. Being a senior however - well, gives you less options. No wonder the boomers are apparently getting cautious about being lumped into any one category.
Erin Read Ruddick responds:
Posted: February 7th, 2008 at 6:58 pm →
How to target aging baby boomers is definitely not a new theme. I applaud AgeWave for going beyond simple age distinctions and trying to get into the desires and motivations of these consumers.
Linda, you might be interested in the 2008 Marketing Resolutions our agency issued. It’s a challenge to marketers to move beyond category lumping and into truly connecting with Baby Boomers … and beyond. You’ll find the 10 ways we think marketers should grow up in the coming year at http://www.creatingresults.com/news.html
As for the idea that there’s no “next stage” for “seniors” … I’m not sure whether that point is controversial or just a little creepy.
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