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.

Denne episoden er hentet fra en åpen RSS-feed og er ikke publisert av Podme. Den kan derfor inneholde annonser.

Episoder(424)

Stephanie Perdue (Chipotle) | Category Maker

Stephanie Perdue is the Vice President of Brand Marketing for the national restaurant chain, Chipotle. When Chipotle first opened in 1993, the idea was simple: show that food served fast didn't have t...

22 Jul 202049min

Greg Lyons (PepsiCo) | Leadership During Crisis

In this episode of Leadership During Crisis, Jim revisits his conversation with Greg Lyons who is the Chief Marketing Officer, PepsiCo North AmericaIn this conversation, Greg talks about how he and hi...

20 Jul 202020min

Tariq Hassan (Petco) | Creating a Brand With a Capital 'B'

In February, The CMO Podcast attended the CMO Program at Deloitte University. In between panel discussions, Jim was able to sit down with Tariq Hassan, the CMO of Petco— which is one of the largest na...

15 Jul 202051min

Vineet Mehra (Walgreens Boots Alliance) | Leadership During Crisis

Jim revisits his interview with, Vineet Mehra the Global Cheif Marking Officer for the Walgreens Boost Alliance. In this conversation, Vineet talks about how his global companies are in a unique posit...

13 Jul 202021min

Mark Hans Richer (Fortune Brands) | A 2,000-Year-Old Rebrand

Mark-Hans Richer is the Chief Marketing and Innovation Officer for Fortune Brands Home & Security. Fortune Brands is home to some of the bestselling kitchen and bath brands in the US including Moen, R...

8 Jul 202057min

Linda Boff (GE) | Leadership During Crisis

In this episode of Leadership During Crisis, Jim revisits his interview with, Linda Boff.Linda is the Chief Marking and Communication Officer, VP of Learning & Culture, and President of the GE Foundat...

6 Jul 202020min

Fiona Carter (AT&T) | Strength In Career Diversity

Fiona Carter was just recently named the first ever CMO of Goldman Sachs. However, this interview was recorded two weeks prior to this announcement, when she held the role of Chief Brand Officer at AT...

1 Jul 202056min

Michelle Harmon - Madsen (AccuWeather) | Leadership During Crisis

On this episode of Leadership During Crisis we revisit Jim's conversation with Michelle Harmon - Madsen, Chief Marketing Officer for AccuWeather. Michelle talks about starting her job as CMO of AccuWe...

29 Jun 202016min