Boomer Blindness

Forget the youth obsession in marketing. It's time to wake up to a reality that's been blatantly overlooked: the Boomers. Yes, those folks who reshaped society in the 60s and 70s are now the untapped goldmine of the marketing world.

Picture this: 4.5 million 60-plussers in the Netherlands, with 2.7 million of them being Boomers. They're not your typical "oldies". These are the pioneers of youth culture, the rebels of flower power, the voices of emancipation. Now in their golden years, they're not slowing down. They're traveling, they're fashion-conscious, and more importantly, they're financially robust.

Here's the kicker: while their income might seem modest post-retirement, their spending power is anything but. Think pensions, investments, and mostly paid-off mortgages. The average Boomer is sitting on a spending capacity far exceeding other demographics.

But what's the advertising world doing? Still chasing after the young, depicting Boomers as either relics of the past or ignoring them altogether. It's a comedy of errors. Boomers are not just looking for products; they're seeking connections, information, and respect. Portraying them as either decrepit or unnaturally youthful is a strategy doomed to fail.

The irony? Boomers are more active than ever, with increasing life expectancies thanks to better health and medical care. They have the time and the resources to spend, and yet, they're invisible in mainstream marketing. It's like ignoring a pot of gold because it doesn't glitter like you're used to.

So, here's a provocative thought: maybe it's time to flip the script. Recognize Boomers not as a market afterthought but as the main event. Tailor your strategies, rethink your portrayals, and watch as this 'ignored' demographic proves to be your most valuable asset. In the world of marketing, age isn't just a number; it's an opportunity, glaringly obvious and shamefully overlooked.

This blog post is based on a column in Dutch magazine Marketingtribune