The cost of underestimating the ageless generation

We operate in an industry obsessed with the future. Gen Z’s media habits and predictions on how Gen Alpha will reshape retail are our everyday clickbait. Staying one step ahead is a fundamental part of the job. But in our rush to understand and capture the next generation of consumers, it is entirely too easy to ignore the demographic actively funding them. All you have to do is look at the data to see that underestimating the over age-50 crowd—boomers (60+) and more than half the Gen Xer coh...