Boomers: The Middle Frontier

What happened at Woodstock simply has limited relevance to what they are facing today.

Marketers tend to make two mistakes in targeting boomers. They either treat them like they are aged versions of their youth, or lump them in as “seniors” with everyone over 45 or 50, failing to understand that Midlife is a distinct life stage, unlike youth or old age, with its own rites of passage and turning points.