The Baby Boomer demographic is a key consumer segment for financial services providers, not least because many of them (although not all) have become relatively affluent and continue to enjoy active lifestyles as they enter retirement. Understanding their emotional, as well as their physiological agendas as they get older, is key to the language and style of communication you deploy to engage them. We review the market opportunity, insights into the ageing process and some of the creative stereotypes and pitfalls to avoid in your marketing communications.
Martin Clarkson, Director, Elderberry Associates
Dick Stroud, Founder, 20plus30 Consulting
Tom Hind, Director of Creative Content, Getty Images