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)

Soyoung Kang (eos) | The Best Inspiration Can Be Found Very Close to Home

Soyoung Kang (eos) | The Best Inspiration Can Be Found Very Close to Home

Jim's guest today on The CMO Podcast is Soyoung Kang, the Chief Marketing Officer of eos Products, the beauty brand famous for its colorful spherical packaging and enthusiastic fan base. "eos"–an acro...

16 Elo 202345min

Craig Brommers (AEO) | A Lesson in Marketing to Generation Z

Craig Brommers (AEO) | A Lesson in Marketing to Generation Z

Jim's guest today on The CMO Podcast is Craig Brommers, the Chief Marketing Officer at American Eagle Outfitters, the ubiquitous, youth-focused clothing and accessories retailer. American Eagle Outfit...

9 Elo 202351min

Lisa McKnight | Bringing Barbie to the Silver Screen

Lisa McKnight | Bringing Barbie to the Silver Screen

This week we're all wearing pink to welcome the most in-demand CMO in the world–Lisa McKnight, Executive Vice President and Chief Brand Officer of Mattel, the iconic toy company. Yes, Jim and Lisa tal...

2 Elo 202343min

Drew Panayiotou (Pfizer) | How to run one of the largest pitches in history with speed, inclusion and transparency

Drew Panayiotou (Pfizer) | How to run one of the largest pitches in history with speed, inclusion and transparency

Today's guest on The CMO Podcast is Drew Panayiotou, the Global Chief Marketing Officer of Pfizer, the $100 billion by sales bio-pharmaceutical giant. Pfizer was founded in 1949 in Brooklyn, NY by co...

26 Heinä 202346min

Michael Johnson | Consistency is the key to excellence and Olympic medals

Michael Johnson | Consistency is the key to excellence and Olympic medals

For this Creative Collisions episode, Jim Stengel welcomes Michael Johnson, the best 200/400m sprinter in the history of the sport. He was the first man to win both events at an Olympic Games and the ...

19 Heinä 202350min

Chidiebere Ibe and Shamel Washington | Two of the Leaders behind Illustrate Change

Chidiebere Ibe and Shamel Washington | Two of the Leaders behind Illustrate Change

On this special Creative Collisions episode, Jim Stengel chats with Chidiebere Ibe and Shamel Washington, two leaders of an initiative called Illustrate Change. Chidiebere is a Nigerian medical illus...

12 Heinä 202338min

The Creative Collisions Roundtable with the Black Executive CMO Alliance

The Creative Collisions Roundtable with the Black Executive CMO Alliance

Creative – it’s what all individuals, teams and companies strive to be. Today, the podcast welcomes guests from The BECA Playbook and BECA, the Black Executive CMO Alliance. BECA provides a safe and t...

5 Heinä 202352min

Ken Favaro & Cait Lamberton | How Brand Building & Performance Marketing Can Work Together

Ken Favaro & Cait Lamberton | How Brand Building & Performance Marketing Can Work Together

Today’s episode is about one of the most difficult questions facing marketers today–how can brand building and performance marketing work better together? In the recently released May/June issue of th...

28 Kesä 202358min

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