Boomers

AARP Campaign Marks Boomers' Coming of Age

AARP Campaign Marks Boomers' Coming of Age

The organization launches a year-long celebration as Michelle Obama, Steven Colbert, and others in the last year of the Boomer Generation turn 50 in 2014.

Marketers shift efforts to 
responsive Boomers

Marketers shift efforts to 
responsive Boomers

As the first Boomers have begun to hit 65, the generation that turned so many institutions on their heads is poised to do the same with retirement. Consumers born between 1946 and 1964 are more active, better educated and living longer than their parents, with Boomer women leading the way.

Merrill Lynch eases retirees

Merrill Lynch eases retirees

Marketers like to portray retirement as a permanent vacation, cocktail in hand. But after the recession, as worries about what would happen with savings kicked in for many Boomers, it became clear to Merrill Lynch Wealth Management that consumers wanted straight talk and real solutions.

Reaching the digital boomer

Reaching the digital boomer

We know a lot of statistics about the baby boom generation. The US Census Bureau says these 79 million Americans make up 26% of the population, and the oldest boomers turn 65 this year. But who are they really, and how do you effectively reach them in a digital world?

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