Episode #768 Peter Hubbell: Marketing for Gold in the Age of Aging

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Moe and Peter Hubbell discuss why the nearly 80 million baby boomers are marketing’s most valuable generation.


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Peter Hubbell

CEO at BoomAgers View Full Profile

The Greatest Generation

If it is indeed true that those who have the gold make the rules, then no brand should ignore the Baby Boomer generation; for not only will they soon represent roughly 50% of the global population; more importantly, they will control 70% of its disposal income.  Take it a step further and consider the likelihood that they will inherit more than $8 trillion in the next decade from their Depression-raised parents, and you make a compelling case for why the nearly 80 million baby boomers represent marketing’s greatest untapped opportunity.  In his book, The Old Rush:  Marketing for Gold in the Age of AgingPeter Hubbell explains why brands who are most likely to resonate with Boomers start by internalizing these enduring values.