Boomer Immersion the corporate blog of boomer marketing firm Immersion Active, posted a blog "Marketing to Older Adults: More Than a Cheap Laugh and a Fast Buck" which I thought was a well thought out post.
I particularly liked this:
"For the first time in history, adults over the age of 40 are the consumer majority. What countries like Singapore, Sweden, and Denmark, (ranked among the top five for Global Competitiveness and also countries with an aging population) know is that (to steal the words of Auguste Comte, the founder of sociology) “demography is destiny.
We have a responsibility as marketers. As targeting boomers and seniors becomes increasing popular, it is imperative that we don’t screw it up. There are all kinds of stereotypes that surround the elderly. Frankly, some of them are funny (and I’ll be the first to acknowledge the value of being able to laugh at ourselves). However, adults in the second half of life are more than a cheap laugh or a fast buck. There are many layers of wealth (beyond financial) that our country’s mature population possesses – something we need to keep this in mind as we increasingly focus our marketing dollars on them."
Well said Immersion Active.
I particularly liked this:
"For the first time in history, adults over the age of 40 are the consumer majority. What countries like Singapore, Sweden, and Denmark, (ranked among the top five for Global Competitiveness and also countries with an aging population) know is that (to steal the words of Auguste Comte, the founder of sociology) “demography is destiny.
We have a responsibility as marketers. As targeting boomers and seniors becomes increasing popular, it is imperative that we don’t screw it up. There are all kinds of stereotypes that surround the elderly. Frankly, some of them are funny (and I’ll be the first to acknowledge the value of being able to laugh at ourselves). However, adults in the second half of life are more than a cheap laugh or a fast buck. There are many layers of wealth (beyond financial) that our country’s mature population possesses – something we need to keep this in mind as we increasingly focus our marketing dollars on them."
Well said Immersion Active.
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