Matt Thornhill

With leading-edge baby boomers (born between 1946-55) well into their 50s and early 60s and trailing-edge boomers (born between 1955-64) on their heels, the rules of marketing to boomers are constantly being rewritten. For decades, marketers had been chasing a desirable 18- to 49-year-old boomer prospect. “For the last 40 years, 50-plus were old people. Well, 50-plus isn’t old anymore. Boomers are changing what it means to be ‘old,’” says Matt Thornhill, president of The Boomer Project, a Richmond, Va.–based marketing research company. Boomers have more time and money and are more receptive to print communications than most younger prospects—making them prime candidates for

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