Does your target market include baby boomers? If so, how well do you understand them? Some marketers may be missing some critical insights about this growing population. According to a recent AdAge article, the neuroscientists at Nielsen Neurofocus have good and bad news for marketers about the brains of baby boomers. What’s the bad news? As boomers age, they find it much more difficult to handle visual or verbal complexity in advertising. The good news for marketers is that boomer brains tend to experience fewer negative emotions and a greater ability to filter out negative messages.
“The silver lining for boomers and people who market to them is that the brain is far more adaptable than we thought,” says Caroline Winnett, chief marketing officer of Nielsen Neurofocus, “So the old paradigm that you get old and your brain and all your neurons die is completely getting shot down by new research.”
While many marketers may tend to gear their campaigns towards millennials, baby boomers are a very important market, making up 70% of the net worth in the United States. Therefore it is absolutely crucial for marketers to understand their baby boomer consumers are on a deeper level. With customized qualitative research, keen observation and hand-tailored strategies, Sivo Insights will provide a fresh perspective on your baby boomer demographic and reveal key insights to help you confidently shape your marketing strategy for this vital population. Do you know how to market to the baby boomer brain? Let us help you discover the possibilities.