What do you call a baby boomer that turns 60?
February 11, 2008 
They will challenge the traditional image of a 60 year old:
- Refusing to lie down
- Great energy
- Great means
- Want to stay young and active
The BB generation will show you that turning 50 is just the beginning!
They have changed every life stage they have entered. They are a rebel generation:
- They fought for the causes in the past and will continue to fight for them
- They will fight for life style – even if it means working longer and retiring later
- They will fight against ageism
They are going to go kicking and screaming into retirement.
They are a ‘rust proof’ generation!
They started our focus on youth and like or not in the next 10-15 years they will shift the focus back to themselves again! They have been ignored by marketers and businesses since turning 50!
The business opportunity!!
- To revitalise cash cow brands
- The development of products and services specifically aimed at this audience
- As a key secondary market for some brands
The opportunity = to be the first 50+ friendly company – don’t wait for the stampede!
- Competitive advantage
- Competitive point of difference
Its greener pastures we are headed into for those brands aren’t complacent about the opportunity!
But this audience are no push over:
- Very experienced, smart and savvy
- They are the original consumer generation
- They know when they are being talked to – they also know when the wool is being pulled over there eyes!
- There is a need to truly understand them – to get under their skins to be successful
- Research, different strategies, creative, messages, touch points and segments!!
Do you think you have them covered? Think again! 86% think advertising ignores them!
Chris Schultz
MD, Senioragency NZ
NZ’s first advertising agency dedicated to baby boomers and beyond
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