Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

The Misunderstood Generation

Marketers misunderstand–and inefficiently target–this country’s 78 million
baby boomers, according to a new survey of 1,320 baby boomers from Edelman. The
results find that marketers overgeneralize, misrepresent and sometimes ignore
the generation, lumping them together and, in the process, alienating


The Misunderstood Generation – Advertising Age – News
NEW YORK ( — They comprise nearly 24% of the population, have a buying power of $3 trillion, and include many of the country’s current business and political leaders. But marketers misunderstand — and inefficiently target — this country’s 78 million baby boomers.

That’s according to a new 22-page survey of 1,320 baby boomers from Edelman shared exclusively with Ad Age. Conducted with the agency’s in-house market research subsidiary, StrategyOne, the study was undertaken after a group of senior Edelman executives (many who are boomers themselves) decided to test a theory that says marketers are failing to connect with consumers born between 1946 and 1964.

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Filed under: Baby Boomers

One Response

  1. The problem may be as stated
    How, what When do you reach this demographic
    There are so many options available.

    A bit of work is needed in deciding the most effective.

    If you decide to reach them on-line, concern is that boomers may not be as savvy as the younger generation.
    Off-line advertising may be declining.

    How you you best reach boomers?

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