A Hidden Treasure: African-American Baby Boomers

This brief study argues that the 10m African Americans who fall into the Baby Boomer generation have been relatively ignored by marketers.

A Hidden Treasure: African-American Baby Boomers

Marketers know the immense size and buying power of the Baby Boomer generation and have focused on tailoring marketing messages and products to their specific needs. A segment made up of 78 million people demands that kind of attention; however, a segment that large cannot be homogenous. A huge untapped segment of 10 million people within the Baby Boomer population has been relatively ignored by marketers—African-American Baby Boomers.(1)This week's MONITOR Minute takes a look at African-American Baby Boomers, what makes them unique and how marketers can fuel relevant dialogue with this segment....

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