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Advertising Age reports that by the end of next year’s television season – or less than a year from now – more than half of all Baby Boomers will be 50 years old or older.

“They will leave the 18-to-49 demographic so coveted by advertisers,” Ad Age writes. “And they will qualify for membership in AARP.

“Bad news for marketers? Not really. Aging boomers have the means and desire to keep spending. True, annual household spending on goods and services is about 10% lower in 50-plus households than in homes where the head of household is below age 50, according to the Bureau of Labor Statistics’ 2003 Consumer Expenditure Survey.” But these households also tend to have more money to spend on fewer people, and a willingness to spend the money on things other than necessities.

They’re also technologically savvy (and technology costs money), unwilling to become their parents (which also costs money), and possessing of broader interests that can require ample funds to satisfy.

All in all, spending machines.
KC's View:
We’re right in the middle of this demographic shift, having turned 50 just about seven months ago. And we believe these assessments are exactly right…especially when it comes to resisting being characterized as aging.

Things may not work quite as well as they used to, but as Indiana Jones once said, “It’s not the years. It’s the mileage.”

We’ve said this before, but we refuse to even open the envelopes from AARP (though our kids do, and taunt us with the contents).

We tend to frustrate/irritate/exasperate Mrs. Content Guy when we say things like this, but we’re just getting ready for the next big adventure. Not sure what it is yet, but it’s out there.

One of the reasons we became a writer is that we once read that “a number two pencil and a dream can take you anywhere.”

Update that for a technological age, and the spirit holds.

We think there are a lot of people like that, for whom aspirations and possibilities are as evident as air. These people, we think, are worth marketing to…because aspirations create desires, and desires create a market.