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Category Archives Mature Consumers

Neat case study and analysis by Boomer marketing expert Brent Green of a wonderful Mutual of Omaha campaign.  Consumer testimonials + videos = emotional relevance.  As "professor" Green puts it, "the Mutual of Omaha’s campaign [is] quite wise in the context of much national stupidity. It’s a nuanced and integrated branding program that appropriately portrays older people as relevant, passionate…

Who's behind those Foster Grants? Smart marketers who seem to understand that marketing without regard to age is the best marketing. We applaud Foster Grant for their recent selection of Raquel Welch (68) for a new ad campaign. Welch seems a great match for the brand's message: both are sexy, authentic, and timeless.

Research tells us that mature consumers place a high value on product trials, and on referrals. Vaseline's new campaign tracking lotion recommendations in an Alaskan town demonstrates the power of one plugged-in 40+ consumer. As Stephanie Clifford notes in the New York Times: "Rather than creating an online social network, [Vaseline] is aiming to map the social network of a…

This is the first generation where it is acceptable to be a single woman, but you'd never know it from much of the advertising targeting 50+ers. There are 13.1 million single women over the age of 50. Only 3.6 million are low income. Yet seldom are single women shown in advertising, and even more rarely are they confident, successful and…