When brands think of the next customer demographic that holds big growth opportunities they typically look at young consumers who are just entering the market.

That’s caused many brands to ignore what is literally today’s richest market, in terms of spending power.

Baby Boomers have everything brands seek in a consumer market (except for youth): greater disposable income, a desire to indulge themselves and more free time to shop.

This consumer typically is not weighed down financially by mortgage payments, school fees, raising a family and most of the obligations that Gen X and older Millennials face.  And they usually have higher incomes than Gen Z or younger Millennials.