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April 17, 2012
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News for marketers on the boomer and senior markets
  Trends and Insights 
  • Picking a retirement age can lead to marital strife
    More than 6 in 10 married couples disagree about when to retire when both spouses are working, according to a study by Fidelity Investments. One complicating factor is that either the husband is a few years older or the wife entered the workforce later, making it difficult for the two to scale back or quit work together. "There's a lot more for a couple to negotiate now; it's no longer one retirement and one drastic transition," says Maximiliane Szinovacz, a professor of gerontology at the University of Massachusetts Boston. The Wall Street Journal (4/9) LinkedInFacebookTwitterEmail this Story
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  • Fully-clothed seniors are used in safe-sex ads
    Seniors -- fully clothed -- simulate sex positions in a public service ad for that has run into objections that the images go too far. The campaign was prompted by figures indicating a sharp rise in sexually transmitted diseases among sexually active seniors in Florida. But the YouTube video "looks like they're making fun of seniors, more than they're educating them," said Akila Gibbs, executive director of the Pasadena, Calif., Senior Center. The Daily Mail (London) (4/13) LinkedInFacebookTwitterEmail this Story
  • Pinterest can serve as a wedge into many boomer homes
    A big segment of the vast market represented by the rapidly growing social network Pinterest is boomers over 50 with grown children living at home. Thus, marketers going after the typically younger and female Pinterest demographic should keep in mind that an older market can also be reached. Search Engine Watch Blog (4/12) LinkedInFacebookTwitterEmail this Story
  • Panel clears up some lazy assumptions about boomers
    Contrary to many marketers' assumptions, boomers are tech savvy, not necessarily loyal to brands, not planning to lie back and relax in retirement and are definitely cool. These are some of the observations of marketing industry panelists discussing boomer marketing at an event last week. Forbes (4/12) LinkedInFacebookTwitterEmail this Story
  • Simple technology can cut senior health costs
    Elaborate and costly technical and robotic devices may be in seniors' future to monitor their health at home, but simpler an effective devices are already in use to cut health care costs. A recent British study showed that such measures can reduce hospital admissions 20%. MSNBC/Reuters (4/12) LinkedInFacebookTwitterEmail this Story
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Don't judge each day by the harvest you reap but by the seeds that you plant."
--Robert Louis Stevenson,
Scottish novelist, poet and essayist

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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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