Review: Boomer Consumer by Matt Thornhill and John Martin

This book was written to address the following problem. Younger people (that is those in their early 30s and younger) think that those in their 50s are "old" while those who are in their 50s don't seem themselves that way. They in fact don't think they will be old for another two decades. This age confusion becomes an issue when most marketing professionals come from the younger group and are tasked with selling to the older group.

Matt Thornhill and John Martin founded the Boomer Project and have studied age-segmented marketing extensively and not surprisingly focusing on Baby Boomers. Their book identifies why so many Boomer consumers feel ignored and what companies can do to change that. For example, a full one-third of Baby Boomers never married, are separated, divorced or widowed. But how many companies do you think target these single heads of households?

The book is filled with examples and anecdotes. It is a must for advertising and marketing folks who hope to sell to Boomers and would be of interest to anyone who follows business trends. I once read that if you wanted to be a well-rounded executive you should read at least 4-6 general business books a year, whether or not they directly applied to your career or industry. If you follow that maxim, as I do, then this would be a good book for this year's reading list.

Amazon Link: Boomer Consumer: Ten New Rules for Marketing to Americas Largest, Wealthiest and Most Influential Group