Marketers should reach out to boomers where they are

06/27/2011 | MediaPost Communications

Dove's "Real Beauty" campaign was a home run for boomers, appealing to their practicality by using "real" models and celebrating "the reality of aging not only with dignity, but with joy." To duplicate that success, marketing should dwell more on the boomers' current stage of life rather than the remembered world of their youth, writes Jim Gilmartin. "Marketers need to come to terms with the truth of the 136 million people who are over the age of 40, when reality finally begins to settle into a person's psyche in ways that bring great changes in what he or she expect out of life," Gilmartin writes.

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