Baby Boomers to Advertisers: Don’t Forget About Us
- 7 years ago
Baby Boomers to Advertisers: Don’t Forget About Us
“The group is the forgotten generation,” said Robert Passikoff, president of Brand Keys Inc. “Marketers
have gotten so hot for the millennial generation that they have essentially ignored boomers.”
Larry Light, a co-author of “Six Rules for Brand Revitalization”
and the chief executive of Arcature, a brand consulting company, added: “They’re just as large as the millennials in numbers.
“They want to learn and use the new technology, and they’re excited by it.”
Indeed, more than 60 percent of boomers owned a smartphone in 2016, according to a report by eMarketer for AARP,
and 73 percent of people 50 to 59 owned a smartphone and used it daily.
“They want to market to the cool segment, the modern segment, the ‘in’ segment,” Mr. Light said of marketers, many of whom are millennials themselves.
“If I have a millennial grandchild or child and want to keep up with what they’re doing, those kids are probably
not going to call me like I used to call my grandmother when I was a kid,” Mr. Gulbransen said.
“The group is the forgotten generation,” said Robert Passikoff, president of Brand Keys Inc. “Marketers
have gotten so hot for the millennial generation that they have essentially ignored boomers.”
Larry Light, a co-author of “Six Rules for Brand Revitalization”
and the chief executive of Arcature, a brand consulting company, added: “They’re just as large as the millennials in numbers.
“They want to learn and use the new technology, and they’re excited by it.”
Indeed, more than 60 percent of boomers owned a smartphone in 2016, according to a report by eMarketer for AARP,
and 73 percent of people 50 to 59 owned a smartphone and used it daily.
“They want to market to the cool segment, the modern segment, the ‘in’ segment,” Mr. Light said of marketers, many of whom are millennials themselves.
“If I have a millennial grandchild or child and want to keep up with what they’re doing, those kids are probably
not going to call me like I used to call my grandmother when I was a kid,” Mr. Gulbransen said.