Feb 25 2008
Marketing To Baby Boomers, Part 2 — Redefining Aging In America
Redefining Aging in America
As Boomers get older, they’re redefining what it means to be old. That doesn’t mean Boomers want to be back in their 20s or 30s; it simply means they want to feel as good as possible for their age. In fact, many Boomers say they feel about 12 years younger than they are. They’re realistic about what it means to grow older, but they aren’t ready to be “old.” Maybe they’ll never be ready.
“The massive postwar boomer generation that drove every significant cultural and marketing trend for 50 years…is defying marketers’ expectations about how it wants to live and shop,” says Louise Lee in BusinessWeek.