Something is roaring into the business communitys depot that has been building momentum for years. I call it the Gray Train. On December 31, 2004, the last Baby Boomer turned 40, pushing that train to full throttle. Marketers are missing the obvious and not-so obvious opportunities to grow their businesses with this appealing audience.
Self-indulgent Baby Boomers want what they want, now. They have business expertise, have received all sorts of training from their corporate employer and now that education allows them to open up their own businesses. Or, they have done so well, they no longer have to work. They can pursue their passion.
A few, smart marketers have been positioning themselves to take advantage of this segment that with few exceptions – has disposable income, time and the inclination to use both to get what they want, when they want it.
Baby Boomers are members of a generation 78 million strong – born between 1946 and 1964. Boomers control half of all discretionary income and spend $2 trillion every year on consumer-related services. Half of Boomers will pass 50 in 2005, as 10,000 more see their cake ablaze with 50 candles every...
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