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NATION How to market to baby boom generation



Published: Mon, February 28, 2005 @ 12:00 a.m.



Aging generation searches for ways to deal with midlife.

DALLAS MORNING NEWS

The generation that once said "Never trust anyone over 30" is now over 40.

They may be cringing at the thought, but the youngest baby boomers recently entered middle age. These "late boomers" were born Dec. 31, 1964, at the tail end of a generation that began Jan. 1, 1946.

Boomers don't just occupy a stage of life, they transform it, said author Ken Dychtwald. Because they number 76 million, whatever boomers do has an enormous impact on society and on business.

So, long before the youngest boomers blew out the candles on their 40th birthday cakes, marketers were mapping out ways to make a buck off the advancing years of this generation.

Brent Green, author of a new book, "Marketing to Baby Boomers" (Paramount Market Publishing), says the smart money will be on industries that help people deal with midlife crises.

Content

Here are a few of his "hot picks":

U"Nutraceuticals": "Designer foods infused with nutritional supplements known to mitigate the effects of aging."

UBionic aids: "Eyeglasses that hide bifocals and hearing aids that are virtually invisible."

USports medicine products: "Home remedies to help boomers better manage minor muscle and skeletal injuries from sports participation."

U"Cosmeceuticals": "Cosmetics formulated with anti-aging ingredients."

UWomen's apparel: "New fashions that enhance and embellish mature figures."

UPsychological services: "More optimistic mental health services to help boomers through the aging process."

UNutritionally focused restaurants: "Salad bars, health restaurants, purveyors of organic foods and grocery stores dedicated to natural products."

UGeneration-specific publications: "Those who are searching for a fountain of youth need resources capable of providing details about the newest breakthroughs."

Do boomers truly offer marketers a fertile business opportunity?

Given their $750 billion in annual spending power, Green said, "There is only one answer to this question: Duh!"




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