The Tipping Point On Age-based Marketing

According to Gordon Plutsky via, “…It’s time to stop worrying about your millennial strategy while ignoring Boomers. Let’s move past age-based demographics that don’t hold much weight in today’s America.” You may link to Mr. Plutsky’s complete article by clicking below.


2015 Is the Tipping Point on Age-based Marketing

by Gordon Plutsky, July 13, 2015

I was recently at a restaurant surrounded by tables of 60+ Boomers. Among them were enough iPhones to stock an Apple Store, and all were fiddling with the phones like a group of giddy millennials. It is clear that the Boomer generation is fully engrossed in web, social, and mobile media. A line has been crossed, and the stats back it up. Time to kill this myth and misperception once and for all. It was likely true five to seven years ago, but now it is over.

In contrast, every conversation I have with clients, prospective clients, and marketers is around how to reach millennials, like they are some new super-race of humans who have characteristics unlike anyone who has come before them. Yet another myth, as they have the same behaviors, hopes and dreams as people have had in their 20s and 30s for generations. My early-30s marketing director is in the same place I was at that age in terms of career/family concerns and motivations. The difference? I had the primitive web in 1995; she has the world in her iPhone that never leaves her side. Same age, same life stage behaviors…

Read the full article.