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Unilever resuscitates the demo left for dead

Advertising Age (registration required), 5/28/07

Abstract:

When Unilever researchers started looking into the shopping patterns of baby boomers, many of its younger marketing executives wondered why.

After all, the average baby boomer seems more likely to have a hearing aid tucked in his or her ear that an iPod earbud. The median age of baby boomers -- born between 1946 and 1964 -- is now roughly 52, well past marketing's conventional threshold of demographic relevance. The oldest of the cohort are four years from traditional retirement age....

....Indeed, one of the reasons Unilever researchers launched the boomer project was to show its own marketing executives that "you've got to continue to think about this target, "said Eileen Kozin, director, consumer futures. "It's a huge target, and they're not going away. They're still going to be influential as they get older, and they've got the money to spend."

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