Why brands can’t afford to ignore the Baby Boomer generation

Boomers are often overlooked by marketers but are a powerful consumer demographic that brands can’t afford to ignore.

You can accuse baby boomers of many things; house-price inflation, planet-wrecking-conspicuous-consumption, Brexit… But you can’t say they’re ageing gracefully.

Who are they?

Start with the definition: the oldest boomer is now 75 but the youngest is only 55. One was born in the last days of WWII, the other in the midst of the swinging sixties. That’s one heck of a spread. And they’re not like their parents. At all…