Boomers & beyond: misconceptions and misbehaviour

Joanna Von Felkerzam, David Cravit and Keith Neuman

The 50-plus market remains an untapped source by many marketers and advertisers, who either ignore them completely or appeal to them with out-dated communications.

Boomers & beyond: misconceptions and misbehaviour

Today's 50-plus consumers are more into rock n' roll than rocking chairs, so why are so many advertisers still using outdated stereotypes in their marketing communications? That's what CARF's Boomers & Beyond seminar held in late February set out to explore with presentations by three experts in the 50-plus demographic. Here are some excerpts:

THE UNTAPPED GOLDMINE: BOOMERS+ AND HOW TO REACH THEM

Joanna Von Felkerzam, Insights Director for Starcom MediaVest Group, Toronto

Joanna Von Felkerzam discussed some of the insights garnered from SMG's proprietary consumer survey, Surveillance fiftyplus. The...

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