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.

Episoder(417)

Nicole Parlapiano (Tubi) | Swing Big on Brand Building

Nicole Parlapiano (Tubi) | Swing Big on Brand Building

Jim's guest this week is Nicole Parlapiano, the Chief Marketing Officer of Tubi, and the woman behind so much of the strategy and innovation that sets Tubi apart from its competitors.When we launched ...

12 Mar 202558min

Vanessa Wallace (Savage x Fenty) | Make Your Own Rules to Express Your Style

Vanessa Wallace (Savage x Fenty) | Make Your Own Rules to Express Your Style

We kick off Women's History Month with a guest who has championed inclusivity, on and off the courts. Vanessa Wallace, a former NCAA basketball star for the University of Texas Lady Longhorns, and now...

6 Mar 202553min

Jim Stengel's Reflection from a Trip to Cuba

Jim Stengel's Reflection from a Trip to Cuba

We're bringing you a bonus episode today as Jim just returned from a 10 day trip to Cuba. Listen in as Jim reflects on his time in the colorful country, including the sights, sounds and smells, plus a...

5 Mar 202517min

Jerri DeVard (BECA) | The Black Executive CMO Alliance

Jerri DeVard (BECA) | The Black Executive CMO Alliance

This week we wrap up Black History month, and Jim's guest is one of the most consequential black marketing leaders of all time. Jerri DeVard, the Founder and CEO of BECA, the Black Executive CMO Allia...

26 Feb 202554min

Stacey Andrade-Wells (Liquid I.V.) | Elevating the Vitality of People and the Planet

Stacey Andrade-Wells (Liquid I.V.) | Elevating the Vitality of People and the Planet

Jim's guest today on The CMO Podcast is Stacey Andrade-Wells, the Chief Marketing Officer of the red-hot hydration brand, Liquid I.V.. Here are a few fun facts about Liquid I.V.: Founded only thirteen...

19 Feb 202556min

Super Bowl LIX Marketing Roundtable

Super Bowl LIX Marketing Roundtable

Welcome to our 2025 Super Bowl Roundtable bonus episode of The CMO Podcast! This is the sixth consecutive time we have done a Super Bowl roundtable session, and we think this episode is the best yet. ...

14 Feb 202549min

Scott Galloway & Tim Armstrong // CMO Podcast Alumni Reunion

Scott Galloway & Tim Armstrong // CMO Podcast Alumni Reunion

This May, Jim will celebrate six years of The CMO Podcast. He has had the opportunity to welcome over 330 marketing leaders to this show, many of whom have become friends, and of each other. Well in ...

12 Feb 202550min

Michelle Peterson (Kendra Scott Jewelry) | Family, Fashion, Philanthropy and Founder

Michelle Peterson (Kendra Scott Jewelry) | Family, Fashion, Philanthropy and Founder

Jim's guest on The CMO Podcast for a special Valentine day edition is Michelle Peterson, the Chief Marketing Officer of Kendra Scott, the 23-year-old fashion lifestyle brand founded by Kendra Scott in...

5 Feb 202559min

Populært innen Business og økonomi

lydartikler-fra-aftenposten
stopp-verden
dine-penger-pengeradet
rss-penger-polser-og-politikk
e24-podden
rss-borsmorgen-okonominyhetene
pengepodden-2
finansredaksjonen
livet-pa-veien-med-jan-erik-larssen
pengesnakk
utbytte
okonomiamatorene
tid-er-penger-en-podcast-med-peter-warren
morgenkaffen-med-finansavisen
liberal-halvtime
stormkast-med-valebrokk-stordalen
lederpodden
rss-politisk-preik
rss-markedspuls-2
lederskap-nhhs-podkast-om-ledelse