Jane Pauley will present a special program, Rethink 50+, for America’s 80-million-strong Baby Boomer generation tonight on RLTV.
For most of their lives, Boomers have been in the sweet spot for advertisers. Programmers have created content for this audience since they were children. However, Boomers have aged out of the traditional 18-49 advertising demo, and many marketers and content providers are just beginning to come to grips with the economic power and the sophistication of the growing 50+ market. Rethink 50+ is a Town Hall discussion featuring a panel of experts from the media and marketing worlds focused on how the marketing and media worlds are responding to this most powerful of demographics.
Are Boomers, being overlooked or are they holding their own in a youth-obsessed culture? What are the results for the marketers and content producers who are creating new paradigms to reach this audience?
Two panels will address content and marketing issues. Panelists include:
AARP The Magazine’s Editor-in-Chief Nancy Perry Graham
CBS Chief Research Officer David Poltrack
NBC Research President Alan Wurtzel
New York Times Advertising Columnist Stuart Elliot
Film and Theater Critic Jeffrey Lyons
United Healthcare Chief Marketing Officer Terry Clark
Prior to the show, RLTV will re-air a recent documentary, Boomers 2.0: A Generation Re-Imagined. It explores the impact the Baby Boomer demographic has on society, and how they are reinventing themselves in many areas, including careers, multi-generational caretaking, and in leisure pursuits, using their experience as the basis for these changes. The special takes a look at how the 50+ generation is tuned in to technology, and living longer, better lives – from fitness and health care to retirement planning – and how this reinvention is spawning a huge new marketplace.
Those interviewed for the documentary include:
AARP Foundation President Jo Ann Jenkin
BoomAgers founder Peter Hubbell
Boom! Cosmetics Founder and CEO Cindy Joseph
Boston College economist Alicia Munnell
Lifestyle gerontologist Dr. Alexis Abramson
MIT Age Lab’s Joe Coughlin
In the last couple of years, two car makers have created marketing campaigns that highlight the reinvention of Baby Boomers. Have you seen this Audi commercial of the middle-aged son showing up for Christmas just as his parents are exiting the back door? It was a little startling the first time I saw it.
Then there’s this one advertising the Toyota Venza. The script in this commercial is terrific.