Skip to main content
  1. Life
  2. Society & Culture
  3. Generations

Trend toward Baby Boomer advertising is growing

See also

Curve, the visual online magazine from Getty Images, has an interesting take on a growing trend - marketing that embraces aging, rather than ignoring it.

The magazine - in an article titled ‘The New Old’ - cites a number of marketers who talk about the economic power of older adults and how advertisers are seeking to appeal to both young and old in the same message.

According to Curve, studies by the Leo Burnett Group found that seniors control nearly a third of total U.S. net wealth and this is a pattern repeated across the Western world.“Those brands that make an effort and reach out to seniors--in the right way--will disproportionately earn credibility and respect,” the Curve quoted Leo Burnett chief strategy officer Stephen Hahn-Griffiths as saying.

The article pointed to a couple of examples of advertisements with this type of message.

A commercial from the Super Bowl in 2013 shows seniors tearing up the town followed by a meal at their local Taco Bell.

Another from McDonald’s shows similar lifestyles between the younger and older generations.

The takeaways, as described by the Curve article, are these:

  • Seniors control nearly a third of US wealth and this is a pattern repeated across the globe;
  • Appealing to seniors is not only a matter of showing images of older people but of engaging them;
  • Communications focusing on more positive aspects of ageing are increasingly effective;
  • There is a desire for advertising to depict older people as normal people, living normal lives.
Advertisement

Life

  • Derek Hough
    Derek Hough brings quadruple threat talent to 'DWTS' and beyond
    Today's Buzz
  • Hookah smoking
    Young adults believe hookah smoking pose no health threat
    Camera
    7 Photos
  • Top outdoor activities
    Don't spend your summer indoors: Top outdoor activities to do with your significant other
    Camera
    10 Photos
  • Baby shower idea for men
    A new twist on baby showers is throwing a Daddy Baby-Q
    Camera
    7 Photos
  • Wedding special
    'Curvy Brides' offers a new look into every bride's pursuit for her picture perfect wedding gown
    Camera
    7 Photos
  • Morbid obesity
    Health: Morbid obesity decreases life span by up to 16 years
    Camera
    7 Photos

Related Videos:

  • Study says Baby Boomers aren’t taking steps to live independently
    <div class="video-info" data-id="518212618" data-param-name="playList" data-provider="5min" data-url="http://pshared.5min.com/Scripts/PlayerSeed.js?sid=1304&width=480&height=401&playList=518212618&autoStart=true"></div>
  • Amelia Earhart mystery spans generations
    <iframe width="560" height="315" src="//www.youtube.com/embed/SV6Zh8l2CHg?VQ=HD720&amp;allowfullscreen=true&amp;autoplay=1"></iframe>
  • Baby Boomers favor foreign used cars
    <div class="video-info" data-id="517172207" data-param-name="playList" data-provider="5min" data-url="http://pshared.5min.com/Scripts/PlayerSeed.js?sid=1304&width=480&height=401&playList=517172207&autoStart=true"></div>