Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

CHAPTER 18

LEVERAGING BOOMER POWER AND MORE

The facts are pretty clear. There are roughly 100 million consumers age 50 and above, and they control the vast majority of assets and disposable dollars in America.

And we are getting “older by the minute.” For the next 10 years, 7,000 to 10,000 Baby Boomers a day will be turning 65. This march toward old age, despite Boomers' never wanting to admit to it, has not been lost on advertisers. Media buyers are demanding more programming tailored to mature audiences, and Hollywood is attempting to churn out films that will draw intergenerational audiences and are appropriate for Boomers and their grandchildren.

Boomers (folks born between 1945 and 1965) number roughly 80 million and are the first generation ...