Collectively, people over the age of 50 hold $7 trillion in personal wealth, and in the U.S., control 75% of the nation’s disposable income – so why are marketers continuing to overlook them as consumers?

The advertising world has spent over two decades focusing money and attention on young adults ages 18 to 49. Many advertisers are confused on how to target today’s aging Baby Boomer consumer – those born between 1946 and 1964 who are not yet all seniors but are no longer young adults.

Traditionally, marketers lose interest in consumers at age 50. They believe their choice about which brand of soap or car they buy has long been determined and their biggest years of earning and spending are behind them.

However, in some cases, older consumers are even more willing to brand-hop than younger ones. They are more interested in new products and new technologies and have more disposable income. Boomers are likely to be vigorous consumers as they empty the nest, relocate, go back to school, or start another career or hobby. With rising life expectancy and increasingly active Boomers, consumer attitudes are changing.

Targeting consumers who are beyond the traditional cutoff point of 50 years old could bridge the gap between the Boomer Generation and Generation Y (the 74 million in their teens and early 20’s). Generation Y is almost as large as the Boomer Generation but has not yet reached its biggest earning and spending years. Brands

Changing their Strategy to Target the Aging Boomer

Procter & Gamble Co’s Cover Girl brand recently launched its first makeup line that targets older women – Advanced Radiance Age-Defying Makeup. With over 20% of their sales accredited to women over 55, they are conveying the message that aging can be beautiful. Their ads feature former supermodels in hopes to recapture the boomer women who were customers in the ‘70s and ‘80s.

General Mills has also been re-evaluating their marketing strategy. A company that was once criticized for enticing children with sugary, fatty foods is now refocusing their advertising on Baby Boomers and their changing tastes. They have taken note of an aging population with more active, longer lives, and a stronger focus on nutrition. They are marketing their “healthier” cereals. Kellogg has also switched its marketing focus. They recently came out with new cereals for the health-conscious boomer featuring antioxidant, soy protein, and healthy heart lines, each pinpointing specific health benefits.

At Barcelona Creative Group, our creative team is no stranger to the Boomer Consumer. For many years, we have helped various organizations target business owners, Boomers and high net worth individuals through traditional and digital marketing tactics. Whether you’re marketing wealth management, healthcare or plumbing services, you need to know your customer and speak to them in a way that motivates them to act, offering services and solutions based on their needs.

The important thing to remember is that there are many different types of consumers in today’s world – and Boomer Consumers should not be ignored. It takes smart strategies and powerful messaging to reach people, establish connections and build brand loyalty. And it takes an integrated marketing approach to produce measurable results. BCG uses a client acceleration process including BrandIntelligence™, to keep your marketing moving and prepare you to compete in a new world of integrated marketing. To learn more, contact BCG today.