Here's why, and why it matters to us.
Why is this a problem, you say? Because if marketers think we don’t count, that means the product and service sectors they represent also think we don’t count…which is why you see most products geared to young people…not us.
The result: the very products we need and use are being designed to meet the needs of a younger consumer, from packaging print that requires a microscope to read, to hotels designed to look quite hip at the expense of comfort – great for kids, bad for us… Ageism.
And you know, given the statistics, you’d think every product on the planet would be trying to get our business…after all:
- Boomers spend a whopping $2.3 trillion annually on goods and services; that’s $400 Billion more than any other age group
- We hold 65% of all disposable income
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- Most cars (other than the Toyota Venza; see one of their 2011 series of ads aimed directly at us...)
- Most clothing (other than Ann Taylor)
- Almost all cosmetics
- Vacation destinations
- Fitness Clubs
A good place to start is with these four businesses that have on-going campaigns targeted directly to us: Dove, Hardrock Hotel & Casino, and the aforementioned Toyota & Ann Taylor.
You have been officially alerted.