Sadly, most of the advertising Boomers are exposed to seems to be squarely aimed at the Millennial, Gen X or younger generations. Increasingly, ads for just about any product feature consumers younger than Boomers. Advertising that does target Boomers (during television news shows, for example) is largely composed of pharmaceutical promotions.
The benign neglect exhibited by marketers toward Boomers doesn't really make good business sense. There are over 70 million Boomers in the U.S. The majority of the country's wealth is concentrated in our hands, and we are responsible for the lion's share of consumer spending. We continue to work longer and, as a result, spend more longer.
Still, I've noticed a few things lately that suggest Boomers are not being completely ignored by marketers.
Remember Woodstock? (Of course you do.) Well get ready for Woodstock 50. Celebrating the Fiftieth Anniversary of Woodstock, a three-day festival (August 16, 17, 18, 2019) will be held in Watkins Glen, New York, according to Rolling Stone. In preparation for the event, a replica of the iconic Volkswagen "magic bus" will be making the rounds during the summer. The original VW van couldn't be found, so a replica was painstakingly created, in part with the support of Volkswagen. Smart marketers will use Woodstock 50 as an opportunity to appeal to Boomers.
The revitalization of "Boomer brands" also seems to be in vogue. Remember Hickory Farms? (Of course you do.) Created in 1951, this specialty foods brand is currently undergoing a makeover with the addition of such updated products as truffle salami and sriracha mustard. It's an effort to keep the brand fresh while maintaining its original reputation for quality. It's also an attempt to remind Boomers of a brand they grew up with while appealing to younger audiences.
Some television shows and movies have latched onto the Boomer era. The award-winning Amazon TV show, "The Marvelous Mrs. Maisel," takes place in 1958, while "Green Book," the movie that won this year's Best Picture at the Academy Awards, was set in 1962.
Some marketers may continue to ignore Boomers, but wise marketers and media companies recognize that Boomers are still vital... and very capable of spending money.