by Bob Hoffman (@adcontrarian), San Francisco Bay Sometimes it is hard to overstate the cluelessness of the advertising and marketing industries.
We are exquisitely sensitive to every little gimmick or fad that pops up, and completely oblivious to dramatic, powerful change when it occurs.
The largest consuming group in the history of the world is moving into new territory and marketers are paying no attention. This change is vastly more important to business than mobile strategies or social media or content creation, or any of the other bonehead sideshows we are obsessed with.
The youngest members of the baby boom generation, the generation that changed marketing and essentially invented consumerism, are now turning 50. The oldest members are now over 65. These people are the financial powerhouse that drives our economy.
They control over 75% of the nation’s wealth. They account for 50% of all consumer spending. They buy 62% of all new cars. They dominate 94% of all CPG categories. They are the target for 5% of all advertising!
