Unilever moved to the front of the pack in understanding Boomer marketing when it launched the Dove Pro-Age campaign, which is widely seen as a huge success and a virtual playbook for the correct approach to Boomer marketing. Now the company is getting noticed for its interesting research initiative on Boomer s as packaged goods customers. Turns out the research was conducted–in part, at least–to convince it’s own people Boomers are not a demographic target that should be “left for dead” says Advertising Age:

Indeed, one of the reasons Unilever researchers launched the boomer project was to show its own marketing executives that “you’ve got to continue to think about this target,” said Eileen Kozin, director-consumer futures. “It’s a huge target, and they’re not going away. They’re still going to be influential as they get older, and they’ve got the money to spend.”

The key findings are not surprising: Boomers account for 45 percent of all households, but 60 percent of packaged goods purchasing, due to their affluence. Download the Unilever report [pdf] here; Dick Stroud has interesting comments.

This entry was posted on Thursday, May 31st, 2007 at 11:16 am and is filed under Advertising, Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.