Profile of the Boomer Consumer: Myth #6

Sixth in the top ten myths: Boomers are brand loyal and will not switch

• Commonly thought to be set in their ways, Boomers are as likely as younger cohorts to experiment with new products.
• They pay attention to advertising for new products
• 61 percent of Boomers agree that “in today’s marketplace, it doesn’t pay to be loyal to one brand,” compared with 62 percent of those age 18-41.

I have to say I fell prey to this myth. I thought the “stick-with-it-ness” of the tried-and-true brand/consumer marriage was held in high regard by Boomers.

I should have known there was hole in the story I told myself….when a colleague of mine suddenly and recently switched to Crest after using Colgate all her life (doubly surprising when she used to work for the Colgate-Palmolive company long ago!).

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Christine Babick is a blogger at www.beneaththebrand.com. A marketing strategist and linguist, she specializes in marketing language, website text, “emo copy,” and cause and relationship marketing.