Let’s move on beyond marketing 101

USA Today has an abysmal article about Baby Boomers titled: Boomers - a great focus for your business

The first line of the article repeats the usual mantra of their being 78.2 million American Baby Boomers – some ‘focus’.

The article contains really insightful ideas like

Be careful about the terms you use. Boomers don't think of themselves as "senior citizens," or even "middle aged."

Target Boomers in your advertising and marketing material. Include photos of people in their 50's.

Let’s try and raise the level of discussion above this kindergarten nonsense.

This report from a Boston research company called Chadwick Martin Bailey adds a bit more insight. It contains the mandatory new segentation categories and a couple of headline statements like: "More than 70% of Boomers were never actually politically active in the 60's and 70's. Only 15% claim to have participated in demonstrations or protests". Again, this is not an exactly a groundbreaking conclusion.

Let's hope 2007 brings some more insightful commentary. Dick Stroud