Fluorescent green yogurt with bits of cereal; sneakers with lights and sound effects. It’s no secret, marketers traditionally target the younger set, those with disposable income. No longer. Despite dire retirement straits, boomers continue to do as they’ve always done — spend. As the New York Times noted, “the older audience is looking better than ever.” The paper lists giants like Chrysler, Kraft Foods, L’Or?al, Procter & Gamble, and Target as having a new boomer focus. On television, CBS is number one in the ratings thanks to shows like “CSI” and “60 minutes.” And despite a downturn in magazine advertising across the board, AARP Magazine and Family Circle are holding up surprisingly well.
The story echoes a number of other pieces we’ve run into lately. Either our boomer clients aren’t as bad the media would have us believe, or they’re refusing to adjust to new lifestyle and retirement realities (we suspect the latter). If it’s the former, the case is made — yet again — for a dedicated boomer marketing strategy. If it’s more of the freewheeling attitude they display to all that confronts them, is your message getting through? Obviously, a serious discussion is warranted in your next client review.