When Marketing to Boomers, Think Young
Baby boomers haven’t lost the desire to express themselves and be surprised and delighted by product choices, according to a recent study.
We’ve noted before the baby boomer generation’s intense dislike of the “A” word — that is, “aging.” Recent research is turning up surprising new facts about this demographic’s youthful delusions tendencies, facts that could and should color the way marketers address them. The potential rewards are large.
In March, The Geppetto Group commissioned a national survey to explore drivers of youthful thinking and brand selection — they call these “youth sparks” — among midlife and older consumers. Survey participants were half Gen X (ages 35 to 49) and half Boomers (ages 50 to 64).
Read full article…
Youthful Brands: Boomers Look For Optimism
With the financial crisis still looming over burnt-out adults looking for an escape, and mass media/technology making a play for 8 year-olds and 80-year olds alike, a new study shows that adults—especially Baby Boomers—are identifying with a more youthful mindset and seeking brands that mirror a sense of optimism back to them…
Read full article…
Boomers Value Brands That Champion ‘Youthful’ Style
Representing a clear marketing opportunity, 66% of boomers are on the lookout for brands to better express their “youthful” personalities, according to a new study conducted by WPP agency The Geppetto Group.
“Are [marketers] offering [boomers] optimism and social conscience, and are they identifying with inherent qualities of their youths?” asks Julie Halpin, founder and CEO of The Geppetto Group. “Think of the impact that kind of thinking could have for sports retailers or restaurant chains, for instance.”
Read full article…
Will Oscars Marketing Grab a Younger Audience?
“The Oscars are getting it right. The 18- to 34-year-old group is a boundary-less generation. They
expect exclusive access, insider points of view, information and details they can’t get elsewhere,”
says Emily Stern, director of integrated marketing at the Geppetto Group, a New York-based
marketing agency and strategic consultancy focused on the youth market.
Read full article…
Is It OK to Like Chris Brown Again—or Totally Not?
“From what I understand is the bloom is off the rose,” says Rachel Geller, chief strategic officer for the youth marketing company The Geppetto Group. “I think that it will be very hard for him to recover.”
Even the recent reports of Brown sexting it up with some lady haven’t helped him. That sort of thing can boost a star’s rep with the kids, Geller says. Sexting is cool. Sexting is funny. But not in this case.
“It sort of reminds fans of what he did,” Geller notes. “And whatever reminds them of that, it’s not OK.”
Hard data backs up Geller’s observations. E-Score Celebrity has been following hatred of Chris Brown since the Rihanna incident.
Read full article…
Advertising Experts Discuss 2011 Super Bowl Commercials
While some agencies go after viral campaigns during the Super Bowl, others use it to reinvent themselves and the Super Bowl is the perfect platform to unveil that new look. Josh Rogers, Executive Creative Director at Imagination, and Chris McKee, President/Chief Creative Officer at The Geppetto Group, share their thoughts on the state of commercials today and how Super Bowl XLV proved the future of advertising is under creative scrutiny.
Read full article…