As professionals marketing to consumers 45+, we spend a great deal of time advising clients about messaging; the critical messaging that engages older consumers in meaningful conversations about a brand and a product that eventually leads to purchase. Generally, equal weight is given to the “where” or the context of the message and the media, or engagement, plan.
Considerably less importance is paid to when these messages may be most relevant to older consumers and how the understanding of older consumer lifestyles and life stages can create greater resonance with brand and product messaging. While age/cohort experience is a jumping-off point for understanding the basics of a consumer population, too many generational generalizations have prevailed for both the WWII and Boomer cohorts.
Check out the rest of this blog post at MediaPost’s Engage Boomers Blog.