One half of the consumers

The former baby boomers are today's silver society. They are at least in their mid-50s, more digital than is often assumed, they have time and, above all, they have the money, are brand-conscious and loyal. The age pyramid is changing dramatically: almost 38 million people in Germany - that's already 45 per cent of the population - are over 50 years old. Nevertheless, this underestimated target group hardly plays a role in advertising, and when it does, it is based on outdated stereotypes. A mistake! What potential are advertisers missing out on? How do you address this golden target group away from health shoes and stair lifts creatively and effectively in the media? Is there too much ageism in advertising and are baby boomers really stingy, as is often said, or are they just being addressed in the wrong way? Do we even need a special age-appropriate approach and which channels can be used to reach the Boomer + generation?