The Times They Are A Changing

Bob Dylan said so. “The times they are a changing,” he sang. Though his theory still holds true today, when it comes to whom you’re appealing your product or business, advertisers have historically held to the tradition that the 18-49 market will bring in the your largest audience. For almost 40 years marketers have been obsessed with this segment of our population, and if you were 50…well, you just didn’t exist! Today, however, more than half the nation’s wealth is in the hands of people over 50, who spend an estimated $2 trillion a year on products and services. These are details not to be overlooked. Statistics show that the 50+ segment will undergo a tremendous change as the rest of the nation’s 78 million Baby Boomers turn 50 over the next ten years, causing that segment to increase 25% in size between 2006 and 2016 (from 89.3 million in 2006 to 111.3 million in 2016). And anyway, who do you think earned the money that the 18-yr-old’s are spending? That’s right, the 50-yr-old’s! You said it, Bob, and now it’s come to pass. The times, they have changed.

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