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Inside E Street

Marketing to Boomer Consumers

Boomers are big spenders, but why do they feel ignored by advertisers?

Youth worship continues to be a marketing mantra, and it rankles people over 55, who feel largely ignored by advertisers except when it comes to products that play into the notion of aging as a disease that must be cured. Fortunes have been made by astute manufacturers who have catered to boomer consumers throughout their lives with products from the Band-Aid to the minivan.  But on Madison Avenue, the young consumer is still king.

See also: Cultural trends continue to change the marketplace.

Cary Hatch, CEO of MDB Communications, explains why advertisers should focus more on the boomer generation.  Hatch also discusses what kind of marketing messages really speak to the boomer consumer. 

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