Advertising to Grandma
Friday, May 1st, 2009By Virginia Prescott on Tuesday, April 28, 2009.
As a rule, advertisers take aim at 18-49 year olds, supposedly the ones with disposable income and the desire to spend. But a new report on the “Grandparent Economy” says that baby boomers are changing everything, again.
As a consumer group, the grandparent population is larger, richer, better educated than ever before. The grandparent demographic now accounts for one-third of the nation’s overall spending and suddenly advertisers are paying attention to a population that’s dispelling old notions about the golden years. New Hampshire demographer Peter Francese prepared the report on the grandparent economy for Grandparents.com.
Report: Power of the Grandparent Economy (PDF)
The New York Times: Advertisers Target Boomers
(Photo by Jason Tester via Flickr/Creative Commons)