It's routine these days to see alarmist headlines in the trade media for marketing, advertising, and the food and beverage industries: Millennials are killing sales. They're not drinking / sampling / shopping / eating / fill-in-your-verb-of-choice at the same rate their parents did. So marketers ...

Zoomers -- Canada's most powerful audience -- are used to not seeing themselves reflected in today's advertising. Although they control 60% of consumer spending, they receive less than 10% of targeted ad spend. Where they are portrayed in the messaging, it's often with images that reflect the ...

The evidence is overwhelming – Zoomers (age 45-plus) are Canada’s most powerful audience. Here's our second list of 15 categories where there are at least 2 million Zoomers you may not be reaching. The numbers are updated to reflect Vividata Spring 2019.  5,876,000 Zoomers personally ...

  ZOOMERS CONTROL THE MARKETPLACE. HERE ARE 15 CATEGORIES WHERE THERE ARE AT LEAST 2 MILLION ZOOMERS YOU MAY NOT BE REACHING.  Percentages and index numbers are important. But when it comes to determining sales potential, what really matters is tonnage -- how many actual people are ...

Do advertisers know how Boomers see themselves? How they'd like to be portrayed? Are advertisers, in fact, portraying them that way? Does it matter? Financially, it obviously does. The vast spending power of Boomers makes them a market that can't be ignored. And now comes compelling ...

Is there life after 54? You might not think so, if you looked at where ad dollars are concentrated. The media buying target that is commonplace today -- adults 25-54 -- is based on the assumption that the 25-34 age segment is critically important, and marketers don't have to pay too much ...

The idea that "older" people are somehow helpless in the face of technology is a myth, of course -- and here at ZoomerU, we've presented a lot of evidence to that effect. But now an innovative new group in the US is going one step further. Tech Enhanced Life has created an online community of ...

ZOOMER U VICE PRESIDENT DAVID CRAVIT WAS INTERVIEWED ON THIS TOPIC ON ZOOMER RADIO. LISTEN TO WHAT HE HAD TO SAY. The word "retirement" carries with it an either/or: you were working and then you stopped. Traditionally, this happened at age 65. The model was straightforward: you entered the ...