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Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority
Today's richest market is the "new customer majority" referred to in the title of this book: middle-aged and older adults – in particular, baby boomers – who make up the greatest portion of American consumer spending power. Because of their market clout, mature consumers are already beginning to shape up every major industry. Understanding this population well enough to effectively target its members with marketing requires a new kind of approach and a different complement of tools.

Ageless Marketing lays down the results on a revelatory project that set out to research the core values, buying behaviors, and emotional factors that set the baby boomers apart. Those now defined as middle aged are more self-confident, in control of their lives and engaged with learning as they age. This brand of mature consumer is flexible, willing to accept change and receptive to new products and services. They tend to be aware of political and social issues and seek out creative and personal challenges. In many respects they are youthful, and want to be considered so, yet their experience and sophistication mean that specifically youth-geared marketing methods often fall flat with the boomers.

While adding dollars and effort to their mature consumer campaigns, marketers will continue to look for ways to appeal to young buyers. Thus, what's needed is an "ageless" approach that speaks to the driving motivations and desires of many generations at once. Such marketing is a kind of art, requiring an extremely nuanced balance of considerations. But companies that can master the subtleties stand to gain amazing profits.

Readers of Ageless Marketing will probably find it quite unique, since it introduces new research tactics in profiling this lucrative market. Its insights are a gift to companies aiming to impress members of this important segment. Wolfe and Snyder don't minimize the obstacles of marketing to this group, but help marketers see the way to overcome them by emphasizing the different stages of various segments' life experience.Above all, readers will gain an understanding of "empathetic connections" and how they drive many buying decisions for this market. It will become clear that the same old systems are no longer operative. Instead, readers will see how campaigns that resonate across generations will yield broad customer satisfaction and brand loyalty.

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