My Photo

This blog is presented by Immersion Active, the only Internet marketing agency in the U.S. focused solely on the mature markets.


    Enter your Email

    Powered by FeedBlitz
  • Google Sponsored Ad

Full 28-minute Presentation by David

Search Ageless Marketing

Sample the Taste of Ageless Marketing

Must reads

Register for the only webinar series solely focused on marketing to boomers and seniors, brought to you by IMMN

Blog powered by Typepad

« The Puzzle of the Lost Boys | Main | Sailing in a Flat World with Tom Friedman »

July 06, 2005


Atare Agbamu

David --

Dale's post makes a strong case for your thesis that marketing should be ageless.

Atare Agbamu

Dale Wolf


I missed the opportunity to ask a question of my own to your readers re a post titled "Every Three Seconds" on my blog at

What is it that we can do with our God-given marketing skills -- individually or collectively to help relieve such sadness from the Earth?

Dotty LeMieux

Yeah, Dale is so right!

When we were in our twenties, it was old fogies making all the decisions, so we invented a youth culture; we are still youthful, but somehow the "youth culture" got stuck; so they market to kids all the interesting stuff.

(Most car commercials seem to be for people who get their jollies destroying the landscape in their four wheeel drives), and market old age products to the over 50's.

Marketing to us should be hip.

Marketing to us should be BY us. Another gripe, they're laying off anyone over 40 these days. Older actresses have to look under 30; no one appreciates older people's experience, even though, ironically, our experience formed their youth culture.

And by the way, we are a huge demographic with lots of spending power.

Maybe we need an alternative organization to AARP?

Dotty LeMieux
Read my social commentary, boomer humor and political satire at

Tony Edwards

Dale Wolf makes some good points if a little contradictroy here or there. His thoughts on marketing to the mindset are not only mine too but I believe yours as well David. As such the point is made and it should not be necessary to be seen to be targeting older people. But Dale's comments to do with marketing to narrow segments, while understandable for perhaps certain very specialized products or services could well result in missing the boat with the bulk of the market. Segmenting is something marketers have been doing for years, to their detriment. The biggest and best of the world's leading brands content themselves with mindset, not segments.
Tony Edwards

Chuck Nyren

What Dale has to say (and Dottie's post) both remind me of this piece:

Chuck Nyren

Well... the URL worked in the 'preview'...

I made a small URL -- try this:

Marketing tips blog

IMO a lot of people focus on marketing to younger groups because they feel it's more fun, exciting or cutting edge. The reality is that they could be THE innovators if they would take a crack at it.

David Wolfe

Dale, Dotty and Tony,


The answer to your question, "What is it that we can do with our God-given marketing skills -- individually or collectively to help relieve such sadness from the Earth" rests with the idea of marketers shifting from the role of huckster to the role of healer as Dove has done with its new campaign exploring the question, "What is real beauty" and as seen in New Balance's reflections on the midlife soul.

Melinda Davis does a credible job describing the shift from huckstering to healing in her book, The New Culture of Desire despite the lousy name for such a noble subject.

Raj Sisodia and I examine a number of companies that have elected to fulfil the role of healer in our new book Firms of Endearment. Their financial performance in many cases has been truly amazing. I mean really amazing, like the Commerce Bank story, the Costco story, the Patagonia story and so on.

Good question, Dale, one I believe is destined to be fulfilled by an unprecedented number of companies that buy into the proposition of purposely doing good while doing well.


Keep up the fiery spirit of outraged youth. We all need that kind of passion for making this a better world, and as my own years add up (I'm 72) I'm increasingly encouraged that the generation behind me in which you are apparently a member will prove to be the biggest player in making this a better world.


Yep! You're right. Marketers became mindless segmented-oriented, not realizing that segmentation is a process of exclusion that marginalizes God knows how many consumers for a given product. Consider, for example, that grandparents account for 40% of upscale juvenile clothing sales. How many ads have you seen by Bloomie's, Macy's Bergdorf-Goodman, et al that clearly speak to grandparents?

I could raise the same question in dozens of product lines.

Be well, All, and thank you for your comments.


The comments to this entry are closed.

Blogs with a Global Perspective On Marketing

  • Anita Campbell's Small Business Trends
    Anita's blog is a treasure trove of useful information, especially for small businesses who must depend on external sources to identify what is important to them.
  • Ben McConnell and Jackie Huba
    High priests of customer evangelism, the foundation of viral marketing, Ben and Jackie work creatively from the pulpit of the Church of the Customer to tech companies how to recruit consumers into their marketing efforts.
  • Brent Green's Boomers
    Brent’s blog amplifies marketing principles and practices in his book “Marketing to Leading-Edge Baby Boomers.” Commentary ranges from rants about the marketing clueless to exaltation of companies and organizations successfully introducing new Boomer marketing initiatives.
  • Evelyn Rodriguez - Crossroads Dispatches
    Evelyn offers a keen eye into the mind and soul of today's more mature consumer universe
  • Jean-Paul Treguer's Senioragency
    Jean-Paul brings a Continental perspective to the art of marketing to people in the second half of life. This entry links directly to the English edition. The French edition is at In both editions, lots of down to earth insights and advice.
  • Katherine Stone - Decent Marketing
    Katherine's blog reflects her customer centric perspectives on experiential marketing
  • Michele Miller - WonderBlog
    Michele's blog focuses in part on feminine values in marketing -- critically important since women account for 80% of consumer purchases.
  • Paul Williams and John Moore - Brand Autopsy
    Paul Williams and John Moore bring an impressive array of experience to their blog, including Moore's experience withStarbuck's and Whole Foods.
  • Piers Fawkes and Simon King - PSFK
    Cool tracking of cool developments in the under-40 marketplaces in Europe, US and Asia.
  • Saisir l'état d'esprit des 40+
    Sylvain Desfosses's dedicated efforts to promote a better understanding of the general state of mind of 40+ segment and the strategic implications in marketing and management. In French (no English subtitles!).
  • Skip Linberg's Marketing Genius
    A multi-author blog covering a wide range of topics and philosophy, plus a few rants and random musings.
  • The Source of Leadership Blog
    David Traversi shares his unique insight into what makes a great leader by exploring personal energies that we all possess.
  • Tom Asacker - A Clear Eye
    Tom's wide-ranging blog is especially sensitive to the role of emotions in consumer behavior.
  • Tom Peters
    Tom's blog is - well, typical of Tom's thinking, almost beyond global in perspective with frequent outside-the-box ideas. You'll likely find it worthwhile to have Tom's blog in your must-read blog list.

Blogs on Branding

  • Stefan Liute - Stefan's Branding Blog
    Free ranging running commentary on branding in a nice conversational tone by a branding pro from Romania ( who understands the art of branding.
  • Jason Kerr - Brandlessness
    Jason sagely observes, "“Any sufficiently advanced brand is fully indistinguishable from the self” then sets out to fulfill the promise in that statement.
  • Errol Saldanha: Branding Branding
    Interesting site devoted to the perennial issue of how the terms "brand" and "branding" be defined.
  • David Young - BrandingBlog
    David's blog is replete with valuable insights into the semiotic alchemy of branding, an art more marketers should know more about.

Blogs on Specialty Areas of Marketing

  • CRM Lowdown
    CRM Lowdown - Craig Cullen blogs about every aspect of customer relationship management, from theory to implementation.
  • Eamon Maloney
    Spotlightideas is about creative-thinking in advertising account planning, communications and media.
  • Holly Buchanan's Marketing to Women Online
    Marketing to Women Online smashes stereotypes and focuses on understanding what women truly want in the online world and in the offline world
  • Lucy McDonald's R.E.A.L. Marketing Blog
    Lucy's unique blog provides a cornucopia of business and marketing tips for the counselor, therapist, psychotherapist, and alternative therapist.
  • MarcomBlog
    MarcomBlog is a collaborative effort between eight terrific public relations and marketing professionals and students in Auburn University's Department of Communication and Journalism to involve students in conversations with practitioners from around the world.
  • Mark Willaman's SeniorCareMarketer
    Mark discusses the 'business of aging' with a focus on Internet marketing. In particular, he writes about how companies who market products and services relating to the aging population can increase their online visibility, web site traffic and leads.
  • Marketing Headhunter
    Executive recruiter Harry Joiner speaks with top marketers throughout Corporate America every week which gives him keen insight into trends shaping multichannel marketing.
  • Resonance Partnership Blog
    Marianne Richmond offers insight into connecting marketing and customer experience within the paradoxes of a digital world… with an eye towards neuroscience and behavior theory.
  • Web Market Central
    Tom Pick of shares his advice, commentary, observations, and wisdom on all aspects of online marketing.
  • Yvonne DiVita's Lipsticking Blog
    Lip-sticking teaches small and medium-sized businesses how to market to women online. Speaking from the perspective of Jane – representative of the women's market – we offer qualified advice, insight, and research on women and the Internet.

Blogs on Sales Theory and Practice

  • S. Anthony Iannarino - The Sales Blog
    Anthony's common sense commentary is a treasure trove of insight into sales methods. tools, and theory enriched by an uncommon addiction to reading about everything. (Renaissance personalities make great salespeople and marketers.)