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Attention Brand Owners: Ignore The Baby Boomer Generation At Your Peril

Published on Mar 23 2018 12:59 PM in A-Brands tagged: Trending Posts / Paywall / Engage Research / Baby Boomers / Over 60s

Attention Brand Owners: Ignore The Baby Boomer Generation At Your Peril

Remember the old expression ‘Life begins at 40’? These days, it’s more like ‘Life begins at 60… or 70’.

A new study has suggested that the ‘Baby Boomer’ generation, aka those born between the mid 1940s and the early 1960s, are amongst the most eager consumers to embrace new products and retail concepts, and that brand owners should sit up and take note.

The research, by consumer insight agency Engage Research. found that more than half of Baby Boomers (54%) said they would try a brand ‘if it looks really interesting’, while 50% would try a product that is on promotion, and 37% would try a product if it was recommended by family and friends.

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