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Marketing Matters Live!
On-location Broadcast
from the American Marketing Association’s Mplanet 2006

Business is Booming: How Baby Boomers are redrawing the landscape, with Dr. Carol Orsborn, Senior Vice President and Co-Chair FH BOOM, Fleishman-Hillard

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Dr. Carol Orsborn, Fleishman-Hillard Senior Vice President and Co-chair of the firm’s FH BOOM practice, discusses some fascinating aspects of marketing to the baby boom generation. Among the trends and issues discussed:

  • Because boomers aren’t entering their “senior years” with the same attitudes as previous generations, they are essentially forming an entirely new demographic

  • Women have become a dominant force in baby boomer purchasing decisions – and successful companies must create products and services designed to meet women’s needs

  • Because boomers are more demanding than other demographics, companies that do well marketing to them will also do well with other demographics

  • In the last 2-3 years, surveyed boomers have indicated that companies are doing better at understanding what boomers want and in communicating to them.

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