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March 19, 2013
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News for marketers on the boomer and senior markets
  Marketing 
 
  • Boomers need more individual marketing attention, strategist says
    Marketers tend to fail in distinguishing the different buying habits of boomers across the broad range of their ages, writes Ken Robbins, founder of Response Mine Interactive. As for the older boomers edging into their retirement years, marketers are just not as inclined to appeal to the value-oriented concerns that drive their buying habits. To correct this, more spending needs to be directed toward this potentially lucrative end of the consumer market, and marketers should test to see which approaches work. CMO.com (3/12) LinkedInFacebookTwitterEmail this Story
  • Opinion: Midlife is a better descriptor for boomers
    Media concentration on the first boomers turning 65 has led to the impression that boomers on the whole are all at retirement age. But that isn't the case -- the youngest boomers have yet to enter their 50s and the average boomer age is 55. Marketers would be better advised to begin thinking of boomers as transitioning into their midlife stage, writes Stephen Reily. MediaPost Communications/Engage:Boomers blog (3/11) LinkedInFacebookTwitterEmail this Story
  • Other News
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  Technology 
  • Other News
  Trends and Insights 
  • Strength exercises for over-85s are safe and vital
    Only 11% of Americans over age 85 engage in any kind of physical conditioning, even though most of them could do so safely and with the potential for great benefit, according to the National Institute on Aging. That potential -- particularly for the key measure of strength in the elderly -- is evident in the progress 102-year-old Ray Clark has made in the past three years on a program that has him curling 40-pound dumbbells. "If I had to do only one thing for the frail older person, it would clearly be weightlifting exercises," said Maria Fiatarone Singh, a professor at the University of Sydney School of Medicine. The Washington Post (3/12) LinkedInFacebookTwitterEmail this Story
  • Philosophers impart priceless insights into the gold of golden years
    Senior years bring the opportunity to escape "the prison of everyday affairs and politics" and more fully appreciate the friendship and playfulness that life affords, writes author Daniel Klein, taking his cue from the ancient Greek philosopher Epicurus. In fact, playfulness figures prominently among Klein's favorite philosophers, whom the author now has time to more fully appreciate in his freer years of retirement. CNN (3/16) LinkedInFacebookTwitterEmail this Story
  • Boomers fuel spending on pets
    Americans' affection for their animals continues to fuel a booming pet products industry. Owners are on track to spend $55.5 billion on their furry friends this year. Growing spending on pets has its roots in the 1950s and '60s, when baby boomers became the first generation to routinely grow up with animals kept in the home, experts say. Today, boomers are filling their empty nests with companion animals. The Columbus Dispatch (Ohio) (3/14) LinkedInFacebookTwitterEmail this Story
  • Is it time to go "off script" for retirement funding?
    While 44% of boomers believe they're short of funds for retirement, an ICR study says the proportion is closer to 55%. Given that and the fact that, for many, it's too late to take the conventional advice and save more, seniors may "need to go 'off script' and look at other, non-traditional financing strategies to help pay for retirement," writes William Scott Page, president of The Lifeline Program. The Huffington Post/Post50 (3/11) LinkedInFacebookTwitterEmail this Story
  • Other News
  SmartQuote 
You may have to fight a battle more than once to win it."
--Margaret Thatcher,
British prime minister


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Immersion Active is the interactive agency for the mature markets. We help brands leverage digital media to profitably engage boomers and seniors online.

 
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