Don't Ignore the Boomer Consumer

Brandchannel.com, June 25, 2007 — Boomers are reported to spend a staggering US$ 2.3 trillion in annual household expenditures (twice the amount of 18- to 39-year-olds), enjoy the highest incomes of any age group, and were born during a fortunate crack in history to cash in on the real estate and stock booms. Yet despite Boomers' trillion-dollar spending power, Madison Avenue still views 18- to 39-year-olds as the prime demographic to target, paying an average of 25 to 50 percent more to target younger adults, according to research commissioned by TV Land (a unit of Viacom) with Boomer think-tank consultancy Age Wave.