I am Boomer Consumer. And as one, I am always keenly aware of ads that put me down, that ignore me, that act like my wisdom in life counts for nothing. We’ve all seen this. It’s subtle, but it’s oh-so-pervasive.
If you were a fan of the Mad Men TV show as I was, you know that the advertising business is a brutal one. In today’s world, with a bazillion media outlets, it must be even crazier.
Advertisers – the admen and adwomen of our day – are generally younger. As baby boomers ‘age out’ of the industry, the younguns took over. It’s the way of the world, right? Problem for us boomers is that they just don’t ‘get us.’
This is a huge loss for both sides of this equation. We, as consumers, may not be getting the info that informs and advertisers lose out on influencing our buying process (and thus the direction of our dollars!). And truly, as a retired marketer, it’s a bigger loss for the advertisers than it is for us.
Marketing to Boomers Has to Change
This interview with 3 admen – all over the age of 70, all driving the industry from their own ad agency – shows how things could be changing. Here’s some key points from the interview:
- Baby boomers have more money to spend than the younger folks, generally. Advertisers ignore them at their own peril.
- Young advertisers lump all folks over 50 into one big ‘codger’ group: unchangeable old farts who don’t know anything worth asking, or worth influencing. Again, a perilous path.
- Brand loyalty is assumed to be a big thing for ‘older folks.’ Studies show that this is not the case. In fact, baby boomers have less brand loyalty than the milleniums. So well-informed advertising can affect our buying choices. It is not wasted expense.
Conclusion: Baby boomers have money to spend and can be influenced to spend it! Marketing 101, people! Find the money, call them to action!!
All of this gives us hope. Yes, it’s only 3 guys who are saying what we want to hear. But 3 baby boomers could very well have the moxie (that Baby Boomers are known for) that will turn this ship, and we can soon start feeling like the ad world ‘gets us’ again.
Or maybe it’s easier being in this nowhere land…??? We certainly aren’t doing without much, are we?
I am a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means to earn fees by linking to Amazon.com and affiliated sites.