They call it the mature market or senior marketing. The trouble is, aging boomers don't fit neatly in this category. Senior marketing as a term needs to be dropped off a cliff. Boomers will never be like their parents and grandparents. In their mind, they'll always be young.
Boomers defy a clear, concise description.
No one label fits them. Some are married with small children. Others are grandparents. These children of the radical, free spirited '60s and '70s are dating longer, marrying more than once, into family activities, health and fitness, staying young and doing things their own way. Consequently, for companies targeting the over 50 market, aging boomers seemingly present a marketing conundrum.