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Advertisers, don’t ignore the baby boomers!
Why are American marketers overlooking the older consumer and focussing mainly on the millennials?
It is not fair, felt T-Mobile, as it recently unveiled a phone plan aimed at those who are 55 and older – the baby boomers.
Baby boomers are typically defined as those between 53 and 71 years of age. But as advertisers focus on the potentially big spending millennials, they seem to have relegated the baby boomers as ‘past it’ in terms of technology or worse.
However, some advertisers are looking to set that right. Mercedes-Benz and Geico are two other brands that are seriously targeting the baby boomers. Mercedes’ new ad with Peter Fonda has him drive off in a Mercedes – while aging bikers look on – as ‘Born to be Wild’ played in the background.
These brands are in a minority if one considers the situation carefully. Technology, automobile, travel and sports-related companies are missing out the most, according to an expert, by wrongly stereotyping boomers as out of touch and not interested in the latest gadgets.
Are marketers making a big mistake?