Why Don't Advertisers Go After Zoomers?
Do Advertisers Advertise for Zoomers?
Zoomers (Boomers with a Zip - 45 years and older) account for 60% of consumer spending yet get only 15% of the targeted ad spending. Is there something advertisers don't understand? One reason often given for the lack of spending in the Zoomer market is that their brand habits are already set. They are loyal to the brands they grew up with and not really looking for new information.
The question is: How many millions in sales are advertisers losing by not listening to Zoomers more effectively?
I had the pleasure to take part in a Zoomer University's focus group at Zoomer Media recently on the subject of Zoomers and Advertising. As a real estate broker with Sotheby's International Realty Canada and a Pivotal Master-ASA (Seniors Real Estate) specialist, I was thrilled to participate in this study since a major focus of my real estate business is working with the Boomer generation and their elder parents.
The main theme was: Do advertisers spend money on Zoomers? According to the group, there was a resounding "No". All agreed that the main focus for advertiser spending is on Millennials, ages 23 to 38. What is puzzling is that Zoomers account for 60% of consumer spending yet get only 15% of targeted ad spending.
The conundrum really is, if Zoomers have most of the wealth and spend money on high-end products and fashion, luxury travel and buy and invest in real estate, why do advertisers not understand that? One reason often given for the lack of spending on the Zoomer market is that their brand spending is not flexible. They are loyal to the brands they grew up with and are not keen to try anything new. It was felt that ads are written by millennials for millennials.
The older generation is perceived as old, when in fact, they are not. They are young in heart, body and mind. Many work well past age 65, 70 and 75. They also have more dollars to spend.
Why don't advertisers notice that?