Self-perceptions of the Portrayal of Mature Consumers in Advertising

The post World War II generation has been, and will remain for the foreseeable future, a potent demographic group. The disposable income of the aging Baby Boomers is immense and increasing, while the purchasing power of those under 45 is expected to shrink steadily for years to come. Despite the seeming appropriateness of targeting mature Americans, many firms somehow manage to instead offend this segment. The Baby Boomer generation feels that the way their generation is portrayed in advertisements is inappropriate and/or offensive. Advertising executives would be well advised to portray older consumers in a more favorable light.