Madison Avenue is still stuck on creating and marketing products for the young and early middle-agers. While there are some growing indications that efforts to target seniors are picking up steam, those efforts are falling well short of addressing what is a substantial opportunity. But, as we have been reporting during the past two years, boomers, not prepared to retire and without traditional career work, are bringing new entrepreneurial energies to their communities. These older “creatives” are ideally positioned to develop products and services that target older members of their own communities. The big box retailers don’t have exclusive rights to this consumer group.

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