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Posted on Feb 18, 2004, 7 a.m.
By Bill Freeman
The over-50 crowd never has been a priority for most marketers. But the new wave of active, affluent baby boomers like Dickerson that's swelling the ranks of that age group is making them harder to ignore. Americans age 50 and above control $7 trillion, or 70 percent, of all U.S. wealth, bring in $2 trillion in annual income and accounting for 50 percent of all discretionary spending.
The over-50 crowd never has been a priority for most marketers. But the new wave of active, affluent baby boomers like Dickerson that's swelling the ranks of that age group is making them harder to ignore. Americans age 50 and above control $7 trillion, or 70 percent, of all U.S. wealth, bring in $2 trillion in annual income and accounting for 50 percent of all discretionary spending. Yet they are the target of only about 5 percent of advertising dollars, according to gerontologist Ken Dychtwald, president of the Age Wave think tank in San Francisco.
[Editor: The preceding article was not written by A4M/WHN]
