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...... 2. The characters in the advertising or generally not relatable to Boomers. (Harris and Edelman, 2006, p.7)


As the U.S. economy appears to be struggling through one of its worst ever states, this researcher recognizes a correlating vital need for businesses to understand the best ways to market their products/services to the Boomer generation, which possesses the greatest buying potential. With the increased understanding this particular prolific market, businesses expand their opportunities to more effectively target Baby Boomers business, possibly avoiding a number pitfalls that lead to going out of business. Analyzing this group and enhancing marketing understandings, relating to key factors that motivate this generation to buy, serves as key to unlocking a better future in the current challenging economy, while consequently empowering a business to more effectively not only go for, but capture Boomers business. Harris and Edelman, co-authors of the 2006 book, After Sixty: Marketing to Baby Boomers Reaching Their Big Transition Years, point out that when Baby Boomers turn sixty, they start to face even more challenging life transitions, including health and work related concerns. Along with life changing and challenging transitions, Baby Boomers, also referred to in this Directed Research Project (DRP) as Boomers,

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