Generational Marketing

Courting Older Generations Should Be Part of Every Agency’s DNA

Boomers and up want more than vitamins and assistive technology

boomer-2022 — Just 5% of advertising images of people over 50 show them using technology.Adweek

By Kyle O’Brien & Emmy Liederman

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When 20-somethings started crafting TikToks with a list of rules for their funerals—which consisted of guidelines like “no exes on the guest list” and “no excessive crying”—92-year-old Lillian Droniak happily chimed in.

“You could cry but don’t cry too much,” she said, encouraging future guests to “not make a fool of themselves.” “And you better get drunk afterward. Take a shot for me!”

@grandma_droniak

it wont be any time soon but dont forget it #funeral #grandma

Kyle O’Brien

Kyle O’Brien is a staff reporter for Adweek and editor of AgencySpy.

Emmy Liederman

Emmy is an Adweek staff writer covering agencies, influencers and the creator economy.

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