Look Who's Listening

Lynn Russo Whylly

This article discusses how to market to 'baby boomers' as they approach retirement. They are the biggest demographic segment in America, with the most spending power; they also have distinctive attitudes towards life, careers and retirement, which all means that adopting best practice is crucial when speaking to them.

Look Who's Listening

Lynn Russo Whylly

Over the past five years, marketers of products and services have been trying in earnest to reach the younger demographic, especially the $175 billion teen market. Whole marketing campaigns, for example, have been built around social networking sites like MySpace and Facebook to attract young consumers.

It's a smart strategy, to be sure, but when it comes to sheer spending power, experts say there is only one demographic marketers should bend over backwards for — baby boomers. Encompassing 78 million Americans between the ages of 43 and 64, the boomer generation controls more than...

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