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Two-minute pitch


If millennials are the only people who can create messages that will resonate with millennials, then only ____ _______ can create messages that will resonate with Baby Boomers.

For decades, ad agencies and brand managers believed that consumers formed brand preferences early, and then became creatures of habit. Agency creative departments, obsessed with advertising to young adults, became youth cults themselves. 

As the Baby Boomers age, there are more mature consumers than ever before, and even youth-besotted brands ignore the 55+ market at their peril. 

  • The so-called ‘mass affluent’ consumer group accounts or 50% of all retail spending and 70% of retail profits; their average age is 55. 
  • Five years ago, the 35-44 age cohort bought the most new cars. Last year, it was the 55-64 group.

Those numbers don’t lie, but the only time most marketers address consumers over 55 are when they're selling a niche product that appeals only to mature consumers. Even those brand messages almost always fail to resonate with older people, because they originate in agency creative departments populated with the Boomers’ children (or even grandchildren!)

This is our Revolutionary Old Idea: If you want to create messages that will resonate with consumers who are 55+, you need creative input from someone who shares and understands their life experience.

Revolutionary Old Idea is not an ad agency. We work with clients and embed ourselves in agencies to provide research, insights, and creative advice to help our clients capture their share of the $3 trillion spent by Americans over 55.

Do you really need ROI? 

After all, you could do all the same research we do. Armed with great facts, your planners could help you write an insightful creative brief. And, depending on the agency, that brief might even be handed off to a Creative Director with some gray hair. But the people who'd actually conceive, write, and art direct the message will not have any personal life experience to help them craft the message.

We bridge that gap.