If Baby Boomers believe that they’re getting better with age, then we, as marketers, need to get better at the way we market to age.

There are several things holding marketers back when focusing on Boomers, most of which are ideological and can easily be overcome.

If you’re a marketer, you should be raring to join what I call “The Old Rush” — a modern-day chance to strike it rich by prioritizing the highly valuable, aging consumer.

We’re influenced by a biased perception of age. As the world ages in unprecedented ways, it’s time for us to think about age in new ways.

The world’s population is ageing, with profound consequences for society and the economy. And yet serving older fans, participants and customers is barely mentioned in conversations. Kevin McCullagh spoke to Peter Hubbell and others to find out why.

Why does the Eagles’ greatest hits still finds buyers. “It’s timeless music for ageless people, Boomers don’t want to be young again, they just want to be ageless.”

If I was in charge at ABC, I know exactly what I would do. I would air re-runs of Lassie. That’s right, Lassie. The way I see it, a quick Lassie fix would fix a lot of what seems to be so wrong these days.

Many marketers believe that millennials tune out conventional media and that the only way to engage them is with spectacular tactics that command attention.

BoomAgers is applying its creative imagination to help children imagine a future with a cure for pediatric brain cancer.   We support Imagine An Answer, who seeks to find a cure for pediatric low grade gliomas.

Peter Hubbell says creativity endures, and always will at Cannes. Here are 5 reasons why the business carnival is still a festival of creativity: