The Wealth Generation

Every marketing budget seems to chase the young. Yet the generation with by far the greatest wealth and spending power is the one brands invest in least: the Baby Boomers. This blind spot is not a moral question, it is a growth question.

Tabea Höllger (strategist & brand expert) and Kees Elands (strategist & trend expert) bring a data-driven, generational lens to the boardroom. They show who Baby Boomers really are today, what values and cultural drivers shape their decisions, and why so many brands misread them. Understanding this generation turns an overlooked segment into a concrete, addressable growth market – with implications for portfolio, product, service and communication.

A fact-based, myth-busting session held in English, designed for CEOs and managing directors who decide where attention and budget go.

Key takeaways

• A data-driven generational lens for portfolio and targeting decisions
• Where to reallocate attention and budget for real, near-term growth
• How Baby Boomer values reshape product, service and communication

Registration

The webinar will take place on September 3 at 8:30 a.m. Register here for free.