America contains about 78 million adults over fifty, and another four million are added every year. Many view the aging Boomer population as a crisis, citing Social Security and increased medical expenses. However, savvy marketers view it as an opportunity. Cutting your slice out of the Boomer pie will ensure a profitable business. Prepare to think differently, though. Baby Boomers are about to shatter all your perceptions on aging. Common Misconceptions About Boomers Many marketers seem unaware of the economic promise of marketing to boomers. Why do so many marketers ignore this growing demographic—the demographic that controls $28 trillion, or 67%, of the nation’s wealth? They do so because of several misconceptions. The fact is, traditional marketing has written off the 50+ group. Marketers look at the generations before and assume Boomers are exactly the same. Conventional wisdom says their brand loyalty is fixed, so there’s no use trying to change their minds. Or, they have to buy products anyway, so why bother marketing to them? So, the general tactic is to either ignore Boomers or lump them in with the “senior” category—neither one a good strategy. When marketers do try to reach Baby Boomers, they mistakenly assume they’re speaking
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