Baby Boomers: A Forgotten Gold Mine for Retailers?

Once the primary target of retail marketers, baby boomers are being left behind for a much younger, trendier audience. “Boomers should be as desirable for marketers as Millennials and Gen Xers for years to come; they're the largest single group of consumers, and a valuable target audience,” says Pat McDonough, a senior vice president at Nielsen. “As the U.S. continues to age, reaching this group will continue to be critical for advertisers.”