Brand matters in an aging marketplaceby G. Richard Ambrosius, MA

With all the ink being devoted to Baby Boomers these days, one could easily conclude there is no need to look at anyone over 65, at least this year, when developing branding strategies. It would be a critical mistake, however, to ignore what we have learned about older consumers and branding in the last couple of decades. While the life experiences of Boomers have been uniquely different due to the size of this cohort, the values that will guide them in life’s second half are not all that different from those of their parents and grandparents.