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Marketers take second look at over-50 consumers

Marketing specialists say US companies recognised the economic value of baby boomers but were hesitant to shift marketing budgets away from the 83 million millennials

An image from an ad campaign for Osteo Bi-Flex that is trying to reach millennials and boomers. The boomers' superior buying power is forcing marketers to recalibrate their messages.

New York

BRENT Bouchez opened Agency Five0 six years ago in New York as an advertising firm specialising in marketing to baby boomers, on the assumption that companies would need to tune their messages differently as the last of the boomers headed into their 50s.

But the firm has...

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