‘It’s not about what your grandma likes’: Why brands don’t understand Baby Boomers
Brands need a “multi-group task force” and agencies need to stop thinking about what their “grandma likes” to communicate with Baby Boomers, warned Kaye Fallick, publisher of YourLifeChoices.
Fallick told an audience at Mumbrella’s Finance Marketing Summit Baby Boomers felt “disconnected from the financial conversation”, and added focus groups weren’t working as well as they should be.
Fallick (second from left) is tired of hearing what people’s grandmothers likes
Forget your ‘multi-age group task force’. Start using plain English to talk to baby boomers.
Cut bank-speak like remittance (payment), equities (shares) and lump sums (cash).
Most baby boomers’ living standards fall when they retire. Few end up with $2m for a grand income of $80,000 a year. These folk need straight-talk advice on how to stretch their savings.
Not sure whether the panel is truly familiar with the strategy creative executions aimed at the 50-70s. Challenger Financial Services has done a bloody good job of understanding and empathising with retirees – ever since they first had the cojones to admit that they were hit hard by the GFC
I retired at 70 and want to have good quality travel experiences in Australia. Medical problems force us to not involve air transport. That’s our problem. But we are not grey nomads, we do not want to sponge on rellies, we are not freeloaders. We have spent 12 fully paid travel visits this year ranging from Shangri-La Cairns to Pethers Rain Forest Retreat on GC hinterland and we prefer a bit of comfort. Yet we have to search, research and search again for places that interest us. And my wife and I have been in the hospitality/travel industry most of our lives. Yet no one seems to care about what we want. We have only spent about $75K on travel so far in 2017.
Marketers are only working this out now?