Magazine article Marketing

Don't Ignore the Baby-Boomers' Disposable Cash

Magazine article Marketing

Don't Ignore the Baby-Boomers' Disposable Cash

Article excerpt

It feels as though I'm non-entity and have been since may 40th birthday

I admit it, I'm part of the post World War Two baby boom generation. I'm from that lucky group who were the first teenagers to have cash in their hipster pockets and have grown up with money to spend.

Now the enjoyable side of 50, with the vast majority of my brain cells still funtioning, I can run ten miles without the aid of a Zimmer frame, I have all my own teeth, and I understand and use the internet without a qualm. The mortgage is paid off, there are no more school fees to pay and I have more disposable income than ever before.

I am the archetypal cash-rich, time-poor person everybody keeps wittering on about.

Yes, I'm fortunate, but I'm not unique. Yet why does it appear that as far as the advertising community is concerned, unless I'm in the market for a stair lift, walk-in bath, ten-day trip to the Tyrolean Mountains or denture fixative, then I'm non-existent and apparently worthless as a consumer.

I know I'm constantly in the market for a whole range of products, from clothes -- and, no, brown woolly cardigans with leather buttons haven't started to look good yet -- to music; from books and magazines to furniture; from high-tech gadgets to food; from booze to expensive holidays.

Despite this, and the fact that I have significantly more cash than your average trendy, goatee-bearded, combat-trousered 25-year-old, it feels as though I'm a non-entity and have been since my 40th birthday.

For over a decade now I've been in limbo land waiting for somebody to recognise me and my wallet. …

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