Boomer Marketing: Selling to a Recession Resistant Market
Routledge | 2009 | ISBN: 0415489628, 0415489636, 0203876393 | 268 pages | PDF | 2,2 MB
Baby boomers (consumers in the 50+ age bracket) are the wealthiest, fastest growing consumer group in the world. Despite this, the vast majority of marketing spend is focused on much younger people.
Recessions always dampen consumer spending, but in the 21st century’s first recession, the decline in spending among the younger age group has been amplified by excessive borrowing and collapsing house prices.