Staying Power

Stuck In The Middle

You learned how to cater to boomers. You even managed to come up with a unique marketing approach to attract Generation Xers. But are you ready for the Tweeners?

Technically, Tweeners--born between 1960 and 1965--are boomers, but according to marketing experts, their attitudes are a far cry from those of the typical boomer. "Younger boomers are more pessimistic and worried; they're more concerned about their personal economic situations," says Cheryl Russell, editor of the newsletter The Boomer Report.

How should marketers who previously lumped boomers in one huge mass proceed? Unlump--and assuage thirtysomething boomers' insecurities. "These boomers need reassurance," says Russell. "They're looking for a helping hand." Above all, "they need to be told that your products or services will help them achieve the American dream." If you can manage that, you'll be reaching more boomers than ever.

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This article was originally published in the February 1997 print edition of Entrepreneur with the headline: Staying Power.

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