With Baby Boomers controlling 60% of consumer spending in the US, marketers who obsess over Millennials are missing out on a huge opportunity
It seems that not a day goes by without someone announcing some new technique for reaching what has quickly become the most examined and analyzed cohort in consumer marketing: Millennials.
Considering our industry’s fascination with Millennials, you would think that they account for the majority of consumer spending. But that distinction is held by another group: Baby Boomers.
As a consumer segment, Baby Boomers (born between 1946 and 1964) should be a marketer’s dream. As the largest U.S. demographic, they own 77% of discretionary wealth