Baby boomers represent more than 80 million U.S. consumers and hold a whopping 70 percent of the nation’s disposable income. So one would think that marketers typically spend a large percentage of their advertising dollars targeting this powerful segment. They don’t.
Surprisingly, baby boomers are pretty much overlooked, with less than 5 percent of advertising budgets aimed at this influential generation. The reason? A misconception that the 50-plus market is set in its ways when it comes to purchasing. The fact is, they are actually less brand loyal than millennials.
In addition, their lives have greatly changed since their 20s and 30s. Along with these changes come new priorities, interests and perceptions — which means boomers are ripe for targeting as they routinely incorporate new products and services into their everyday lives…
