Advertising for boomers – right picture, wrong message?
As I was talking with David Wolf from Ageless Marketing yesterday he brought up a real interesting point – one which he’s actually been writing about a lot, like here and here.
The point is that while the largest growing population segment in the US is that of the aging boomers – advertising still focuses primarily on the young. And even when companies try to appeal to the aging boomers by putting un-models and older people in their advertising, the message is clearly developed by young people and most often does not appeal to the value framework of aging boomers – so they see the pictures without resonating with the message.
It would be interesting to put that in context with the fastest growing population segments of growing economies like China and India – and see what challenges that mix brings to global brands.
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