Good News for Baby Boomers!

by DavalosMcCormack on July 23, 2010

I think it is truly amazing how Baby Boomers always seem to make the rules!  Recently, the Nielson Rating company (that’s the company that sets the rates for all the TV stations and Network advertising) filed a report titled, “Why Marketers Can’t Afford to Ignore Baby Boomers”  It turns out that Boomers are changing everything topsy turvy!  Marketers can learn a valuable lesson by taking notice because Boomer’s are changing the rules again.

Up to now, marketers  have always targeted on youth to advertise to…that’s the 18-35 year olds, who have been the “Bread and Butter” of Advertisers, up until now that is!  Yes my grey haired friends, Baby Boomers have done it again!  Boomers are the largest single group of consumers and a valuable target audience.  They dominate the consumer packaged good catagories, they watch the most videos, they watch television and know how to use a computer.  In fact, Boomers are online users, they frequent social media websites and they tweet. These gals look fantastic!

Boomers are those of us who were born between the years of 1946 – 1964 and the early Boomers are getting ready to retire, but unlike their parents they are socially engaged in the changing landscape of technology.  In fact, they embrace the changes, they even have Facebook pages!

Suddenly, Madison Avenue is waking up and taking this group seriously. Why? Because they have the money, time, and the numbers.  There are 78 million Baby Boomers in the U.S. today, so consumer manufacturers and advertisers had better cater to these deep  pockets if they know what’s good for their bottom line.

Making Boomers Happy Will Be The Next Big Trend!

Just like the saying goes:  “Where does a 500 pound Ape sit?  Anywhere he wants! ”  Boomers are beginning to change the “Age” landscape.  In fact, Madison Avenue has changed it’s attitude about beauty and age.  Recently, the New York Times reported a current trend away from hiring actors who look unnaturally perfect.  Women who have had Botox, and other surgeries to enhance their looks or figures are no longer sought after by Hollywood producers.  Looking unnaturally young is not working because looking “real” has become the new “look”.   Why you ask?  Because Boomers want to identify with folks that look like them.  Real!

Plastic Surgery Is Out!  Health Is In!Healthy and Happy

It may turn out that aging will be psychologically and physically changed in the media, thereby giving all of us a glimpse into what successful aging looks like.  Physically fit, strong features, smile lines and faces that look lived in.  Wouldn’t it be interesting to see ads with people that weren’t artificially enhanced?  It may change our thoughts about aging and create a mindset that shows aging, not as a problem to be avoided by chasing youth, but more about being healthy, fit and getting older gracefully.  Wouldn’t that be a better message to deliver?

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