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

Rachel Deacon

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...

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