Why Marketers Can’t Afford to Ignore Baby Boomers

Baby Boomers should matter to marketers and consumer products companies because they spend 38.5 percent of CPG dollars, says Nielsen. Yet it’s estimated that less than five percent of advertising dollars are currently targeted towards adults 35-64 years old (which includes the latter half of Generation X in addition to Boomers).

With most marketers generally targeting 18 to 49 year olds, more than half of the affluent Boomer demographic is ignored entirely.

One wonders whether marketers really are missing the boat or know something, or believe they know something, about what they are doing. Maybe the incremental spend targeted at Boomers would not pay returns as high as the traditional targeting of younger demographics.

Why Marketers Can’t Afford to Ignore Baby Boomers