“an audience that has assets, not allowances"

For decades, older consumers were largely shunned by marketers because they were deemed less wealthy, less likely to try new products and less willing to change brands. Campaigns directed at them were described dismissively as made for the “Geritol generation.” As much as older consumers were to be shunned, young consumers — ages 18 to 34, or 18 to 49 — were desired for what were deemed their free-spending ways, eagerness to sample new products and brand-switching proclivities. The idea that they were starting in life with a proverbial blank slate of marketing wants and needs was catnip to product peddlers.

The New York Times reckons that the tide is changing and the reasons are two fold.

Firstly the recession as this age group simply has more spendng power and secondly simple demographics that this sector has the ascendancy in numbers.

This will have consequencies for media advertising.The so called boomers are “an audience that has assets, not allowances" according to Henry Schleiff, president and chief executive at Hallmark Channels,