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Targeting the baby boomers

Research shows that baby boomers feel excluded by brands and misrepresented in advertising. This is a wake-up call to marketers, and Marketing Week explores different studies that show baby boomers’ dissatisfaction. Amanda Wigginton of IBC Media says, ‹Every brand needs to pay more attention: we are talking to older consumers day in, day out and it is really about getting to know them, not patronising or pigeon holing them. That is where so many brands make mistakes and people can see through it.ˆ

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