Seniors get more attention.

Marketers of everything from automobiles to zoos are beginning to respond to the fast-growing 50+ demographic. They are putting more effort and dollars into courting seniors for at least five reasons:

1) There are so many 50+ consumers in the marketplace

2) They are increasingly important as employees as well as customers

3) They spend a lot on things that appeal to them

4) They are responsive to those that court them

5) They have the power to make or break products, retailers, institutions, and politicians.

Although good marketing to seniors is beginning to happen, it still seems like an uphill battle.

* Many marketers still associate being good for seniors as a kiss of death in the younger market, as in "Not your father's Oldsmobile."

* Many marketers still believe that making big money in the senior market(s) only happens with senior products like The Purple Pill and Depends.

* Many marketers still believe that seniors don't really care about anything but their health.

* Many marketers rightly believe that older consumers are more loyal, less "hip," and slower to respond to new products, fashions, and technologies.

* Advertisers have long been willing to pay more to reach younger demographics and are as slow as seniors to change their beliefs.

* Marketers know how to boost sales with tools and techniques that work best and fastest with younger consumers, who are better able to load up, buy more, or buy bigger.