Are you missing a huge target market? We may think marketing in America is all about selling to the Gen Xers and younger, but what does it say when 62-year-old Mick Jagger headlines the Super Bowl? What does the NFL know that you don’t? Just because American consumers are getting older doesn’t mean they are going to stop spending.
In fact, most baby boomers (those born between 1946 and 1964) say they intend to keep working and earning long after retirement age. And at least one study has determined that boomers and seniors switch brand loyalties and experiment with new products just as much as other age groups. Yet, the same study found that few companies plan to market specifically to this age group!
The so-called “seniors market” isn’t always about assisted living devices. Mature Americans control more than half of the discretionary spending in the U.S., and they need and want many of the same things as other adults.
If you aren’t marketing to the aging baby boomer and senior generations, you may want to consider it before your competitors wake up and grab their share of this lucrative market.
