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[03/15/2009]
Andrew Arntfield
Baby boomers have built up a tidy sum of $3 trillion in disposable income... that's more than the average U.S. federal budget. For a marketer, knowing what buttons to push to connect with those boomers is golden.
Boomers are a group in transition. Their children have left home, their careers are winding down and they’re looking at how to spend the rest of their lives in fulfilling ways. Like the “Talking Heads” they may be asking themselves “How did I get here?”
Successful brands like Ameriprise Financial have tapped into the boomers’ need for identity with its “Dreams Don’t Retire” campaign. “Easy Rider” Dennis Hopper reassures boomers that they can remain vital in retirement and that the future won’t consist of endless needlepoint and euchre (not that there’s anything wrong with that!).
View the spot
Hopper has developed his own consistent brand image as an American rebel, and Ameriprise has tapped into that image to speak to one of the boomer generation’s core needs.
The rebel gives the boomer permission to rebel.
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