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
them.

~A

The Misunderstood Generation – Advertising Age – News
NEW YORK (AdAge.com) — 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.

    eg
    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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