Welcome to Provoke Weekly. A digital publication from Dieste to help keep you current with the cultural trends and marketing developments that matter most. With inspirational nuggets that will provoke better insights, ideas and results.

Time for a boom in boomer marketing.

As a Millennial, advertisers persistently target and tempt me with technological advances and innovative design. Temptation, however, rarely leads to purchase… I’m a student, and I can’t afford to buy anything. So why do brands waste money trying to foster my loyalty when a shinier, newer innovation will seduce me tomorrow? 
 
My parents, on the other hand, are always buying the “toys” I really want. That’s not surprising, though, since boomers comprise 25% of the U.S. population and 40% of spending – more than any other demographic. However, as the target of only 5% of ad spending, they feel that advertisers alienate them. Boomers are used to brands chasing them and want to see ads that specifically target them. Marketers wrongly assume that ingrained brand loyalty or technophobia makes ad spending frivolous, or that boomers have the desire to follow youth trends, but research suggests otherwise. 
 
When my coveting shifts to purchasing, I’ll remember how much I wanted my dad’s tablet or the skin-care line that leaves my mom’s age a mystery. Those brands will be the first place I look.   
 
Dieste's Strategic Planning Department

Boomer advertising 
misses the mark. 

Most industries fail to target their largest potential buyers. The advertisers that do focus on boomers have insufficient understanding of how to appeal to the demographic.
 
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Debunking the myths 
that deter boomer 
marketing. 

5 stereotypes of the 50+ consumer deter advertisers from targeting a $1 trillion dollar per year opportunity.
 
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Boomer spending 
patterns differ greatly 
from previous 
generations.
 

Unlike their parents, whose spending dissipated with age, boomers will be active consumers even after retirement, and they want ads to target them directly. 
 

Apple’s ads appeal 
to all demographics. 

By featuring older celebrities, like Samuel L. Jackson and John Malkovich, Apple has successfully created ads that appeal to multiple demographics. In turn, Apple’s boomer consumer base is on the rise.
 
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