Demographic research by Nielsen challenges the conventional wisdom that consumers over 50 aren’t worth the marketing expense to target. Several factors contribute to baby boomers being a viable marketing target in the next decade: the growing number of people over the age of 65, 75 and 85 will make this a larger portion of the population, boomers are likely to have more disposable income than younger consumers with shrinking income and boomers are less likely to have brand loyalty than the elderly of the past.

Source: Advertising Age