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Images of a conventional nuclear family are apt to be less pertinent in ads that address lesbian/gay/bisexual/transgender (LGBT) baby boomers. But marketers would do well to acknowledge the importance “chosen family” has for many of these consumers.
In a report released by the MetLife Mature Market Institute (in conjunction with the American Society on Aging), 64 percent of the LGBT boomers surveyed said they have a “chosen family,” defined as “a group of people to whom you are emotionally close and consider ‘family’ even though you are not biologically or legally related.”