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The Last Gray Straw on Demographics

I read too many marketing and advertising magazines, and they are making me scream. They are missing the bull’s-eye by a mile.

There is a huge demographic shift in American consumers. If you keep aiming your bow at the “younger targets,” you will be aiming at a tiny circle. The graying of america

The number of American ages 65-74 grew by an impressive 44%. The 18-24 group decreased. Baby Boomers (55-75) spend a total of $548 billion annually; Millennials (25-35) spend $322 billion. Nielsen and Marketing Charts expect that Baby Boomers will control 79% of disposable income in the next five years.

All America needs to learn how to talk to “older” Americans, who don’t just buy prescription drugs and financial advising. Boomers need to start seeing themselves in marketing materials.

If you can’t hit the target, someone else will.

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With almost 30 years’ experience, AMPERAGE didn’t hire Mark … Mark hired AMPERAGE. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. As one of our fearless leaders (and our go-to sommelier), Mark works tirelessly to solve the complex puzzle that is “communication.” He’s written a whole book about it. If Mark were a dog, he’d be an Australian shepherd, consistently herding and providing direction to the AMPERAGE flock. Aussies also have two different colored eyes, which Mark thinks is great. Mark moves the needle by digging into research, background and persona for clients. It is from that solid foundation that he can empower clients to build large branded houses.