Marketing to baby boomers becomes more mainstream

As more and more of us redefine ourselves and our lives, we have to understand new ways of doing it. And that includes looking for a new job. BoomerCafé publisher and co-founder David Henderson is a seasoned marketing professional, and says that marketing to baby boomers is becoming more mainstream. Which is also how we have to market ourselves.

David Henderson

Perhaps 2012 will be remembered as the year when marketers finally woke up and realized the potential of the baby boomer demographic, 77-million strong. First, we watched Super Bowl TV ads aimed at the boomer generation. Then, PBS launched its Next Avenue website,staffed unfortunately mostly by people younger than baby boomers.

Now, AARP is returning for a second try at connecting with baby boomers. AARP first tried in 1999 with its Second Generation website and marketing campaign that failed miserably after millions of dollars were poured into the project. The problem was that none of AARP’s team included any baby boomers.

Now, AARP is teaming with, the online professional networking service, to create Work Reimagined. It’s a free online service to help baby boomers find work.

According to an AARP news release, “As an interactive networking program for professionals, Work Reimagined can provide you with the information, leads and personal connections needed to succeed and compete in today’s job market.”

“The participating employers at Work Reimagined are committed to recruiting workers of all ages, and many of these companies have immediate hiring needs,” according to AARP executive Adam Sohn, who managed the development of Work Reimagined.

Sohn, by the way, is younger than the boomer generation, so like the staff of AARP’s earlier effort, he can only guess about the quirkiness, distinctive nature and needs of baby boomers at this stage of life.

But AARP suggests some online networking basics that make sense to us:

  1. Develop a brief biography that explains who you are, what you do best, how you’ve made an impact, what sets you apart, and what you’re looking for. Focus on skills, not past jobs.
  2. When setting up what will essentially be an online résumé, describe your skills, abilities and qualifications so a search will pick up keywords. Go light on the chronology — what you can do matters, not when you learned how. Update your status and profile regularly.
  3. Help your job find you by following companies that interest you. Look for and link to people in your field. Join group discussions. When a job opens up, learn who posted it and what connections you may have to the hiring employer.



  1. As a professional writer and popular blogger, I have been trying to communicate with AARP Magazine the real experience of those in their 40s and 50s for the past five years to no avail.  They seem only interested in the celebrity take.  No wonder nobody’s listening to them!

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