Marketing to Boomers

The Toronto Star has an interesting article on how the label "seniors" does not appeal to boomers. The boomer cohort, writes author Judy Gerstel, have essentially re-branded aging, emphasizing vitality rather than "decline". Libraries should note that boomers "want to be recognized as active, adventurous, attractive and sexual and they'll respond to messages reflecting that image. They don't want to be stigmatized with outdated stereotypes. In their 50s and 60s, they don't want to lumped together with people in their 80s."