Back to Basics POVs


Written by Laura Donaldson


As marketers, we are always challenged by understanding the generations that come after us and how to be able to connect and communicate with them. Right now, this is the notorious Generation Z – they are so vastly different than the Millennials before them, especially when it comes to their behaviour and perceptions of the Internet. But this group isn’t the largest growing segment in the world and we are essentially missing out on the largest consumer opportunity that is sitting right in front of us. The Boomers.  Maye Musk, Leo Savage, and Bozoma St. John talked through this in today’s session called The 50+ Goldmine: Sparking Creativity’s Coming of Age through each of their unique perspectives as a model, a creative director, and a marketer.

They are often misrepresented in media and creative around the world. In ads, they are usually seen in pain, suffering through bad health, and unhappy. When in reality, Boomers are entering the time in their lives where they are retiring, travelling, and potentially becoming grandparents. They are living their lives in very full ways and for most, they are in extremely or very good health. Who they see on TV or on a display ad couldn’t be further from the truth.

The Boomers have had to adapt to the rise of technology throughout their lives. There is always a large focus around the Internet and the devices that have launched throughout this boom – but this generation has had to adapt to new technologies that emerged over the course of their life. Television and Radio are two technologies that Boomers learned to use and accept within their lives. While often not portrayed fairly, Boomers are active in the adoption of new technologies. They are purchasing these devices for their home – but not only that, they are the largest spending generation today around the world.

There is a massive assumption across the industry that this generation is brand loyal. That they have already had the chance to try out different brands and have made a decision about what brands are always in their life. This is true for most likely all of those over the age of 50 for certain categories, such as deodorant, toothpaste, mouthwash, etc. However, this is true about all of us, not just the one generation. Research has shown that Boomers are willing to try new brands and experience new products as a means to feel that they are keeping up with the generations that have come after them.

Stop missing out what’s right in front of you and include Boomers in your next brief. It’s an opportunity that could positively impact the business and the brand.

Highlight – Day 4

Karen Blackett from WPP spoke in the Young Lions Week session on what advice she would give her 20-year old self. She is an incredible woman and it was amazing to get insight into her own personal and professional journey.

Highlight – Day 5

Seeing Jesse Williams speak on his activism for social injustices, specifically for the impact that the legalization of cannabis has had in certain states around the US. After watching the legalization in Canada less than a year ago, it was interesting to hear his take on what this change would do for humanity.

All the advice that we learned from Mel Edwards, global CEO of Wunderman Thompson, on the advice she knew when she was 20. Ask questions; be curious!