Tapping into the baby boomer market

Don't try to put them down. Marketers need to get talking about their generation -- the baby boomer generation, that is.

Global spending power among those over 60 is set to hit $15 trillion by the end of this decade. But companies are having trouble figuring out how to market to the baby boomers. 

Matthew Boyle, reporter for Bloomberg, says seniors are aging, but they don't like to be treated as old and shoved to the side. 

“Corporate America, by and large, has spent so long marketing to soccer moms or to the millennials. They really don’t have a good handle as to the unmet, unarticulated needs of this group," he says. 

Matthew Boyle, Bloomberg reporter, joins Marketplace Morning Report host Mark Garrison to discuss. 

About the author

Mark Garrison is a reporter and substitute host for Marketplace, based in New York.

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