🎯 Rethinking Marketing for Baby Boomers

July 16, 2025

Audio Advertising Made Simple

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🚀 Consumer Genius USA Expands Insurance Lead Generation

Consumer Genius USA is increasing its footprint in the insurance space by extending its digital lead generation services. The company specializes in connecting consumers with personalized quotes through targeted marketing and data-driven funnels. Its multi-channel approach spans search, display, and affiliate marketing to attract high-intent leads for home, auto, and life insurance products.

Why it matters: Insurance remains a high-margin, competitive industry. Efficient lead generation using performance marketing can drive lower customer acquisition costs and higher conversion rates. Consumer Genius’s expansion shows the demand for scalable, personalized funnels in a regulated space. Read more.

📈 Outdoor Brands Turn to Experiential Marketing and Seasonal Campaigns

According to The Outdoor Wire, outdoor brands are ramping up seasonal marketing with in-store activations, guided experiences, and local partnerships. Several brands are hosting summer events tied to trail use, conservation, and outdoor fitness, using them as content hubs to drive social media engagement and loyalty.

Why it matters: Experiential marketing isn't just for lifestyle brands. Outdoor retailers are showing how real-world interactions build stronger communities and brand recall. These types of campaigns also generate first-party data—valuable as cookies fade out. Read more.

֎🇦🇮 Generative AI Is Reshaping Video Buying and Creative at Scale

This article explores how GenAI is now influencing both video ad production and media buying. Brands are using tools like Adobe Firefly, Synthesia, and platform-native AI to automate creative variations, optimize based on performance data, and predict ideal placement across YouTube, TikTok, and CTV.

Why it matters: Marketers are no longer just experimenting with AI—they’re integrating it into core operations. Automated video creation helps reduce production costs and shorten time-to-campaign. More importantly, it enables brands to respond faster to performance trends and personalize at scale. Read more.

💡 Today’s Insight

Rethinking Marketing for Baby Boomers

According to brand strategist Eugene Healey on Think with Google, marketers have been overly focused on Gen Z and ignored the opportunity with Baby Boomers. Aging is often portrayed as something to reject—“performative aging”—but Boomers want authenticity and support. Marketing that validates their needs, offers honest experiences, and respects vulnerability can create meaningful connections with this audience.

Key Takeaways

  • Humanize aging: Avoid portraying older adults as forever young—acknowledge real experiences and transitions.

  • Say no to shame: Don’t rely on stereotypes that imply needing support is embarrassing.

  • Lean into community: Represent interdependence and mutual care in your narratives.

  • Target emergent interests: Boomers engaging in fitness, travel, and self-care want brands that align with their active lifestyles.

  • Build trust, not pretense: Authentic, empathetic campaigns are more effective than superficial “anti-aging” messaging.

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