Posted in on July 13, 2015

Mature Marketing Links of the Week – A Growing, Graying (but still pretty white) Group

For newer subscribers, each Monday we round-up the top links of the week for those marketing to baby boomers and seniors. “Top” is judged by engagement on Creating Results various social channels — clicks, retweets, likes, etc. For long-time subscribers, thanks for tuning in each week!

1. MOST CLICKED: The older population increases, but younger, Millennial cohort is now larger and has greater diversity.

The U.S. Census Bureau reports that those born between 1982 and 2000, (currently 15 to 33 years old) now number 83.1 million. This is more than one quarter of the U.S. population and larger than 75.4 million, the current number of baby boomers born between 1946 and 1964 (ages 51 to 69 years old).

Some statistics about American 65+ers, per the Census Bureau:

* The nation’s 65-and-older population grew from 44.7 million in 2013 to 46.2 million in 2014.

* Florida had the highest percentage of its population age 65 and older among states in 2014 (19.1 percent), followed by Maine (18.3 percent). Alaska had the lowest percentage (9.4 percent), followed by Utah (10.0 percent).

* Sumter, Fla., was the nation’s only majority 65-and-older population county in 2014 (52.9 percent).

A big finding of the report was America’s growing diversity. Well, the younger generations are more diverse. Only 21.7% of those older than 65 are part of a minority, which the Census Bureau defines as “a group other than non-Hispanic, single-race white.” Contrast that with the Millennial cohort, in which 44.2% are part of a minority. This MarketingCharts graph illustrates:

Read the Census Bureau report:

2. MOST SHARED: Wondering how Sumter county, Florida, got its majority 65-and-older population? Two words, one massive master development: The Villages. The New York Times looks at “The Giant Retirement Community That Explains Where Americans Are Moving.”

Read the article:

3. Also of note:

* Lobbies, lounges, luxury. From “nursing homes” to “healthcare resorts:”

* Want to connect with baby boomers and seniors? You have to take your email marketing “Beyond the Blast.” July 30 WEBINAR:

* TV watching continues to dominate the time of older adults, while radio has a pretty consistent, ageless reach:

Get Nielsen’s Q1 2015 Total Audience report:


A final thought for those marketing to baby boomers and seniors … Today is the White House Conference on Aging. You can both watch TV and use your PC (or other device) by tuning into their all-day livestream of the event:


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