The report was prepared by Peter Francese, founder of American Demographics Magazine. Amongst the startling statistics, average age of US head of household is just shy of 50 years of age.

The report goes on to warn marketing executives that it’s time to play catch-up in their understanding of identifying, reaching and connecting with boomers and beyond.

During my recent travels to San Francisco—normally one of the more forward-thinking cities when it comes to all things demographic—I encountered an example of a mixed-message advertising push that illustrates how badly sophistication is called for in marketing circles.

On page A13 of the July 7 issue of “The San Francisco Chronicle”, beneath news headlines relating to the wars in Gaza and the need for unified action again Zimbabwe, is a special “Advertising Feature” (tiny letters) titled “PRIME LIFE” (huge letters.) “Prime Life” is a monthly feature produced by the marketing department and advertorials in this above-the-fold section are at your command at standard advertising rates.

As for the advertorial feature, itself: it’s catchy. It’s clever. But who is this supposed to be for?

The only explanation is in the subtitle: “A guide for people in the prime of life.”
Would this be people like me—boomers?

Personally, I don’t relate to the notion of prime related to age—unless it has to do with the age of beef at one of those high-priced steak houses.
I decide to give it a whirl anyway.

The first article for “people in their prime”: that would be about a facility offering care to people with Alzheimer’s or related dementia.
Adding to the confusion, the article is lodged in a mini-column titled “Senior Community”. But, at the same time, the pitch is directed towards those who “care for” their loved ones”, presumably boomers taking care of their aging parents, not the people with Alzheimer’s, themselves. Now I get it.

But forget about the prime business, is there a boomer on this planet who would read anything under a subhead titled “Senior Community?” (or senior anything for that matter.) Not in any of our research.

But, generously, this caretaker/parent thing is admittedly complicated. So presumably the mini-column “Senior Travel” running directly below gets it right. Surely, under a heading like this, they know they should be directing their travel bargains to at least over 65. But alas, no. The discounted cruises “for seniors” are for individuals 50 and over.

I applaud the “S.F. Chronicle” for recognizing the “Consumer Colossus” boomers and beyond represent for marketers. But I wonder how many marketers get lost in the forest of the 50+ wilderness of nuances and terminologies, decide that these demographics don’t respond to advertising and decide to target their efforts to younger consumers?

Carol Orsborn