Marketing to Generations: Gen X and Boomers with Brent Rivard (Geezer Creative)

Marketing to Generations: Gen X and Boomers with Brent Rivard (Geezer Creative)

If you think the biggest growth opportunity in marketing is Gen Z, Millennials, or Gen Alpha, this episode may change your mind. We kick off a special monthly series focused on how marketers approach different generations, starting with Gen X and Baby Boomers.

To explore the 50+ audience, Jim welcomes Brent Rivard, CEO and co-founder of Geezer Creative, an agency built around one bold premise: the marketing industry has been ignoring consumers who represent an $8 trillion opportunity.

Gen X and Boomers control roughly 70% of disposable income in the U.S., yet most brands remain obsessively focused on youth. Gen X alone outspends Gen Z by multiples in categories like alcohol, while affluent 50+ consumers are driving massive growth in travel, wellness, longevity, and lifestyle spending.

Brent studied at the Ivey Business School in Ontario and went on to spend two decades at top agencies, including BBDO, Anomaly, Doner, and Lowe Roche. After a stint as a CMO, he founded Geezer Creative in 2024 to help brands reposition themselves for what he believes is the most overlooked and fastest-growing audience in North America.

Tune in for a conversation with an advocate fighting for smarter audience choices in advertising.

Learn more, request a free pass, and register at iab.com/ccs

Promo Code for $150 off ticket prices: CMOPODCCS26

This week's episode is brought to you by IAB.



See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Jaksot(417)

Micky Onvural (TIAA) | Discover Your Roses, Thorns and Buds

Micky Onvural (TIAA) | Discover Your Roses, Thorns and Buds

Jim's guest this week on The CMO Podcast is Micky Onvural, the Chief Marketing and Communications Officer at TIAA, whose mission is to help people find confidence in retirement. TIAA is an acronym for...

11 Loka 202353min

Maggie Schmerin (United Airlines) | Widen your brand ambition to reach the top of All-Brands-Peak

Maggie Schmerin (United Airlines) | Widen your brand ambition to reach the top of All-Brands-Peak

Looking to the skies, Jim's guest today on The CMO Podcast is Maggie Schmerin, the Chief Advertising Officer at United Airlines. Although the company boasts nearly 100 years in business with roughly $...

4 Loka 202356min

Molly Battin (Home Depot) | Your Career as a Tool Belt

Molly Battin (Home Depot) | Your Career as a Tool Belt

Jim's guest this week on The CMO Podcast is Molly Battin, the Senior Vice President and Chief Marketing Officer at The Home Depot, the iconic orange-branded home improvement retail company. Since the ...

27 Syys 202355min

Julie Saunders (Autocamp) | Learnings From Around the Campfire

Julie Saunders (Autocamp) | Learnings From Around the Campfire

We're headed outside–well, almost–as Jim welcomes the Chief Marketing Officer of Autocamp, the 10-year-old red-hot hospitality company. AutoCamp is sometimes called the Airstream Hotel, as it offers o...

20 Syys 202358min

Lynn Teo (Northwestern Mutual) | The Power of Time When Building a Financial Plan

Lynn Teo (Northwestern Mutual) | The Power of Time When Building a Financial Plan

Jim's guest today on The CMO Podcast is Lynn Teo, Chief Marketing Officer for Northwestern Mutual, one of the perennially most-admired companies in the world. Founded 166 years ago, Northwestern Mutua...

13 Syys 202358min

Tim McDougal & Leah Yousif (Deloitte Digital) | The Transformation of Customer Contact Centers

Tim McDougal & Leah Yousif (Deloitte Digital) | The Transformation of Customer Contact Centers

For a special Office Hours episode, Jim welcomes Tim McDougal and Leah Yousif to the CMO Podcast. Tim is a Managing Director of Strategy & Operations at Deloitte Consulting and Leah is a Senior Manage...

6 Syys 202349min

Ciara Anfield (Sam's Club) | A Masterclass in Arriving to Purpose

Ciara Anfield (Sam's Club) | A Masterclass in Arriving to Purpose

Jim's guest today on The CMO Podcast is Ciara Anfield, the Senior Vice President and Chief Membership & Marketing Officer at Sam’s Club. Sam’s has a special place in Jim's heart–the first store opened...

30 Elo 202348min

Sejal Shah Miller (Converse) | Bringing Creativity and Curiosity to a Legacy Brand

Sejal Shah Miller (Converse) | Bringing Creativity and Curiosity to a Legacy Brand

Jim's guest this week on The CMO Podcast is Sejal Shah Miller, the Chief Marketing Officer of Converse. A 115-year old brand, Converse was founded by Marquis Converse in Massachusetts. Since Nike purc...

23 Elo 202347min

Suosittua kategoriassa Liike-elämä ja talous

sijotuskasti
mimmit-sijoittaa
psykopodiaa-podcast
rss-rahapodi
ostan-asuntoja-podcast
rss-rahamania
herrasmieshakkerit
rahapuhetta
rss-laakispodi
rss-sisalto-kuntoon
rss-sami-miettinen-neuvottelija
leadcast
rss-lahtijat
rss-bisnesta-bebeja
rss-seuraava-potilas
sijoituspodi
rss-karon-grilli
rss-juurisyy-johtamisesta-kilpailuetua
rss-draivi
rss-johtoajatuksia