Executive Summary: What it's all about

Brands and the ad agencies that work for them do a poor job of reaching aging Baby Boomers, and getting their share of the $3 trillion per year spent by mature consumers.

We are re: Revolutionary Old Idea. We're advocates for mature consumers throughout the branding, strategy, messaging, and creative process. We exist to help brands and agencies craft messages that resonate with mature consumers.

That was then.

Decades ago, marketers and ad guys convinced themselves that consumers formed lifelong brand habits. Ergo, brands had to reach customers very young. And since everyone in the business believed that only kids could talk to kids, the ad industry in general and creative departments in particular became youth cults.

In the 1960s when those ideas took hold, the first wave of Baby Boomers protested the war and warned, "Don't trust anyone over 30." But a funny thing happened: they grew up and now qualify for Social Security.

The Baby Boomers (and even older consumers in their 70s, 80s and beyond) spend $3 trillion per year in the U.S. For the first time in history, an entire generation of senior citizens are determined not to act their age. They're still open to new ideas and brand messages. We are re: Revolutionary Old Idea, and we can prove it.

Meanwhile ad agencies (and most of their clients) are still obsessed with adults 18-34. Over the next 15 years, the number of Americans between 18-34 will increase about 10%; the number over 65 will more than double.

20 years ago, marketers and the ad industry woke up to the economic power of the Hispanic market. Now, there are consultancies to help brands sell their message into several ethnic markets; there are 'urban' specialists, LGBT specialists, and (in spite of the fact that the whole industry's a youth cult) there are numerous shops focused on consumers younger than that 18-34 demo.

If you can believe it, there are consultants who specialize in helping auto manufacturers appeal to 'tweens, because they, in turn, influence their parents' purchase decisions. Meanwhile, the median age of new car buyers is higher than ever. Five years ago, consumers in the 35-44 cohort were the most likely new car purchasers. Now, it's the 55-64 cohort that buys the most cars.

There are, of course, specialist 'senior' agencies that work only for 'assisted living' providers. And some agencies have creative teams focused on products like Depends, Aleve, and Viagra that are sold primarily to older consumers.

But until now, there has never been a consultancy that exists to help mainstream brands maximize sales from mature consumers. This is our Revolutionary Old Idea: that if you want your brand to resonate with mature consumers, your messaging should be crafted or at least vetted by someone who shares their life experience.