Before launching their Dove Pro-Age campaign, Unilever conducted extensive research on the baby boomer generation, which is part of a much larger study on marketing to distinct consumer segments, like boomers and Hispanics. Read the Advertising Age article.
One of the primary reasons they launched the study internally was to convince their own marketing executives that boomers are still viable consumers, and should not be written off due to age. “You’ve got to continue to think about this target,” Eileen Kozin, director of consumer futures, said. “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.”