Top News From Today's "Boomiverse"
More marketers target boomers' eyes, wallets; Messages focus on aspirations, not aging
Laura Petrecca
USA Today
February 26, 2007
Overview: Petrecca reports on marketing and advertising to boomers and gives examples of current marketing strategies including targeting “boomers with non-traditional services” and “using iconic, nostalgic personalities.” Petrecca writes, “Companies looking for a share of their spending include those that traditionally target an older demographic -- such as financial services firms and makers of age-fighting cosmetics -- but the advertising has a bit more edge than before.”
http://www.usatoday.com/money/advertising/adtrack/2007-02-25-ameriprise_x.htm
The Last Laugh
Leslie P. Norton
Barron's
February 26, 2007
*Please Note: This article requires a subscription to access
Overview: Norton’s article focuses on marketing to boomers, what companies are currently doing to target them and gives predictions for future trends. She writes, “many of them will not be acting their age, at least by the standards of a generation ago. It's something the advertising and marketing industries will have to come to grips with, something they're not too enthusiastic about.” Moreover, the article says, “the reality is that consumers aged 50-plus already spend more than $1.7 trillion on goods and services each year, including heavy outlays at restaurants, for gourmet cooking and for travel.”
Boomers can shred, too
The Associated Press via The Lawrence Journal-World
February 26, 2007
Overview: This piece concentrates on the snowboarding trend and its increase in popularity among baby boomers. This article also touches upon marketing to boomers and shares, “Though small in numbers, baby boomers are big on influence. They represent an estimated $2.3 trillion in disposable income with the potential to drive businesses interested in their dollars.”
http://www2.ljworld.com/news/2007/feb/26/boomers_can_shred_too/?sports
Oh, baby! Lenders see big bucks in boomers
Emmet Pierce
San Diego Union Tribune
February 25, 2007
Overview: Pierce reports, “The aging of America's baby boom generation was on the minds of lenders who took part in the Mortgage Bankers Association's recent convention here on commercial real estate and multifamily housing.” Moreover, “As they have grown older, the 78 million boomers have left their mark on society, Scott said. They have changed the way we work... They have changed the way we look at life in general.”
http://www.signonsandiego.com/news/business/20070225-9999-1h25mba.html