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Many of the world’s biggest brands have shifted their sights to targeting the Millennial demographic and making lifelong customers out of its members. But a few companies have taken a different approach. With Baby Boomers retaining the most spending power among all generations for the foreseeable future, a handful of brands of spotted the opportunities that marketing to baby boomers offers and have adapted their strategy accordingly.

You can apply these same strategies when marketing to Baby Boomers in the senior living industry.

Two older ladies with shopping bags

The Baby Boomer consumer generation is unlike any other generation of consumers that came before it. This is especially true when it comes to their purchasing habits. With the knowledge that consumers ages 65+ will continue to have the most spending power of any other generation in the US for the foreseeable, many retail brands are adjusting their strategies for marketing to Baby Boomers. In this month’s roundup, we look at the ways retail brands are adapting to Baby Boomers and how marketers in the senior living industry can do the same.

If you’ve been following our blog recently, you probably know that we’re in full conference swing. You may have also noticed that LeadingAge has a theme this year with their state annual meetings: Life on Purpose. LeadingAge Massachusetts is no different. From scenario planning to intergenerational living, I’d like to share with you some of the ways the members and…

"It's getting awfully tricky to advertise to this audience."  So says Mark Dolliver in an AdWeek article that offers insights into how to reach 65+ consumers.  The author does a nice job of sharing and explaining recent research.  Todd Harff is among the experts he spoke to for perspective and strategies. For Sandra Timmermann, executive director of the MetLife Mature Market Institute,…

Kia's marketing team may be aiming their efforts at "young non-conformists" (see coverage in MediaPost and BNET) but their average owner is aged 52.  (One year younger than the industry average and firmly in the Baby Boom generation.) The ad for the Soul is actually a nice example of ageless marketing.  The message of non-conformity and fun speaks to all…

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.

It’s the most wonderful time of the year!  Yup, the time of marketing top ten lists. These are some of the lists that Creating Results team members appreciated, as they can shine a light on best practices and help mature marketers reach their goals in 2009. 2008 Review: A PowerPoint, Chuck Nyren’s 20 minute take on mature marketing,.  Good info…