February 5, 2011
By ELLEN BYRON
The oldest of the Baby-Boomers Generation (born 1946-1964) are beginning to retire, and marketers are carefully adjusting to their needs. Boomers are independent and don't want to be treated like they're old. However, to accommodate the largest generation, companies in all industries are changing the way they come across to this group. They are doing things such as making type-faces larger and rearranging stores to make them more accessible. In the past senior citizens weren't targeted greatly because they weren't seen as spenders and rarely tried new products. Now, that conventional idea will be flipped around. One concern is that the recent economic downturn has caused boomers to break into their nest-egg early. Research shows that 60% of boomers feel younger than their age, so it is important to provide changes without being explicit.
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