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AARP launches ad campaign with focus on senior citizens.
Byline: Naomi Aoki
Jan. 4--AARP, which represents people over 50, is running an ad campaign in trade publications to highlight advertisers' lack of concern for older baby boomers. One of its messages is: "These days, doctors don't pronounce you dead. Marketers do."
Judging by the advertisements she sees, Boston retiree Joan Smith can only assume she's on death's door.
"Whenever you see older people in ads, they're selling drugs or scooters or something else medical," said the 70-year-old former social services director. "It'd be nice to see an older person in an ad who is at least active."
The reality is people are living longer and remaining active well into retirement. Add aging baby boomers into the mix, and the 50-plus market is growing fast. By 2010, the US Census Bureau calculates, there will be more than 97 million seniors nationwide, compared to less than 78 million in 2001. They've got money and they spend it -- to the tune of $400 billion last year.
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