Boomers Boom Finally

Have you noticed lately how more and more advertising (beyond the pharmaceutical companies) is featuring aging baby boomers? Not old and wizened, but high-energy, youthful, and looking very good for their age.

Target features models with long gray hair and a great bod. Wal-Mart has gone way beyond its retired greeters to include pleasant looking just-folks of all ages in their "Always" campaign. In both cases, the campaigns are inclusive. They are not about young vs. old. They are "ageless," and that's the key. If advertising is indeed the "hidden persuader," then it is just the time when every retailer could use every customer they can get.

If you are caught up in the focus on today's hot target audiences - teens, tweens, Gen X and everyone except baby boomers - then you are behind the times. A new generation of aging Americans enjoys"