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In the advertising game, the older you are, the less appeal you have to many companies. But sometimes the older consumer is just what the doctor ordered to strengthen sales.

Baby boomers are a mature set of consumers. This generation has had the previous distinction of being the most sought-after group to advertise to in the recent past. They have had their trial of many products and have built many loyalties. But like all consumers, many purchase behavior patterns do change. Now that this generation is aging, their spending patterns have shifted.

Baby boomers are those born between 1945 and 1964. Given the current economic conditions, it appears that boomers are finding themselves having their adult children stay home longer and/or moving back in with them. It appears that family dynamics are starting to look like they did during the World War II era. If this trend continues, boomer spending habits will change. There will be an increased consumption of products/services with more people living in the household. This will have several implications, possible long-term, for companies selling products/services.

Boomers are now spending more time online and joining social networks. Their media consumption patterns are becoming just as fragmented, especially among the younger boomers who are more comfortable with modern technology, while older boomers tend to embrace traditional media such as newspapers and magazines. Through the social networks, they are increasingly becoming more connected and their connections are seeking their advice about products/services. Additionally, this usage is not just confined to female users. Male boomers are just as active as female social network users.

Integrated marketing efforts should include online and social networks when targeting baby boomers. As lifestyle habits continue to shift, this group importance to marketers will re-emerge as a key group to target. So, if you have forgotten about this group, it’s time to put them back on the radar and consider what possibilities may exist for your business.

Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer, and soon to be published author of “Elements of Buying: An Advertising Reference Guide for Business Owners.” Contact: lassere@bellsouth.net