Consuming Slows at 54? No.

I came across this article and it made me think more about the Alpha Boomer concept that has been being discussed lately.

When you see how socially and digitally savvy the world has become (yes even including those who are “older”) you can’t deny the concept of the Alpha Boomer (that’s the consumer between the ages of 50-64 who has previously been drastically untapped).

Often common media buying habits and demos seem to focus on consumers under 54, but why?  Today’s 54+ adults are still incredibly active consumers.  With a world that has exploded digitally and has become the norm for most consumers, it seems so clear that traditional media should be used to engage these consumers as well.

I mean, the 54 year old of the days when these habits originated just isn’t the same 54 year old today.  We need to stop thinking Archie Bunker.