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Consumers Over Fifty. A Goldmine Waiting To Be Tapped

November 7 at 6:00 pm - 8:00 pm

consumers over 50. A goldmine waiting to be tapped

Every seven seconds, an American consumer turns 50. Today, people ages 50-75 represent over 40% of U.S. adult consumers. People over 50 are responsible for 50% of all consumer spending. For the next 50 years, the 50+ segment will be the largest consumer segment in our country.


And yet, for all its vast size, spending power and influence, when it comes to marketing, this generation is the forgotten one. Entire marketing units are devoted to capturing millennials, women, Hispanics, African Americans, and even social influencers – but rarely, if ever, do marketers place a strategic emphasis on reaching those aged 50+.


How can marketers build a realistic approach to targeting this critical group? Join AMA New York, BouchezPage, and The New York Times as we explore questions like:


  • What are the critical facts that marketers need to know when it comes to those 50+?
  • How and why does this group need to be marketed to differently from other generations?
  • How can agencies and client-side marketers better structure themselves to reach this audience?
  • Where should marketers realistically start if they wish to target the 50+ segment?

Featured Speakers


Bent Bouchez, featured speaker for "Consumers over 50. A Goldmine Waiting to be Tapped"Brent Bouchez
Bouchez Page


Brent started his career at Chiat/Day in Los Angeles as a copywriter on accounts like Porsche, Nike, and Yamaha. From there, he moved to Ketchum to launch the Acura automobile division for Honda. He moved east to Ammirati & Puris and the BMW account. There he added Compaq/HP, Mastercard, Burger King, and Epson. Brent was also Executive Creative Director at Bozell, where he worked with Verizon, MILK, and The New York Times. Brent went on to found BouchezPage and its subsidiary, Five0, a consulting practice specifically devoted to the 50+ segment. With Five0, he has helped blue-chip brands as varied as Pfizer, American Express, Coca-Cola, L’Oreal and Sotheby’s target the generation with the most discretionary income.



Matt Thornhill, featured speaker for "Consumers over 50. A Goldmine Waiting to be Tapped"Matt Thornhill
Founder and Managing Partner
Institute for Tomorrow


Over the last 15 years, Matt Thornhill has run the nationally-renown research-based think tank, the Institute for Tomorrow (formerly known as the Boomer Project), based in Richmond, Virginia. They help leaders understand the trends that matter today and the generations shaping tomorrow.


Co-author of the acclaimed business book, “Boomer Consumer,” Matt routinely speaks about generations and the future at conferences and company events in the United States, Canada, Spain, Brazil, Australia, and even Panama. He has delivered insights to Walmart, Google, Verizon, P&G, General Mills, Hershey Foods, and even the rocket scientists at NASA.


Matt’s opinions and insights are sought by media around the world. He’s appeared on NBC, CBS, CNBC, and in articles in The New York Times, The Wall Street Journal, BusinessWeek, TIME, The Washington Post, and countless others.


For the first 23 years of his career, Matt was the quintessential advertising executive, first on Madison Avenue with Bates and Ogilvy, then with the Martin Agency in Richmond.



Arra Yerganian, featured speaker for "Consumers over 50. A Goldmine Waiting to be Tapped"Arra Yerganian
Chief Brand Officer
Tivity Health


Arra is responsible for creating and executing a comprehensive, differentiated and unified brand voice and marketing & communications strategy that provides innovative, member-driven and value-added solutions.


Arra is an award-winning marketing & sales leader and has served as Chief Marketing Officer / Chief Experience Officer for leading companies like Sutter Health, One Medical Group, and the University of Phoenix. He contributes regularly to publications like Ad Age, Forbes, and numerous marketing journals. He is obsessed with creating frictionless and delightful customer and consumer journeys. Providing innovative, market-driven and value-added solutions has been his focus for more than 25 years.


A graduate of Boston University and Harvard Business School’s acclaimed Executive Education Strategic Marketing Management program, Arra began his marketing career in 1985 at Procter & Gamble, serving as international market manager for multiple international markets. He later worked as managing director – international, for the Dial Corporation.


Arra was recently honored at Lincoln Center, NYC with the CMO Officers Award. Presented by the International CMO Club, this award recognizes top senior marketing executives who demonstrate the ability to develop and enhance corporate branding beyond the marketing department, leading growth across functional areas.


Arra is a 10+ year active volunteer and Board Chair Emeritus of the Silicon Valley American Red Cross, a board member of Rocketship Education, a nationally acclaimed charter school for inner-city children ages 4-11.



Event Sponsors


Bouchez Page

BouchezPage is the partnership of two of advertising’s most respected creatives, David Page and Brent Bouchez. Throughout their careers, Page and Bouchez have created highly successful campaigns for brands like Nike, Verizon, BMW, Compaq/HP, Dell, American Express, Bank of America, Aetna and British Airways. The pair, along with managing partner Jan Boyle, founded BouchezPage to focus on what they do best: Working with clients who seek intelligent, sophisticated, thoughtful messaging that treats the customer with respect, the product with reverence and sales as the true measure of success.


The New York Times



This event is invitation-only, but we would be happy to answer any questions via email at events@amanewyork.org.

Event Sponsor


November 7
6:00 pm - 8:00 pm
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American Marketing Association New York


The New York Times

620 Eighth Avenue

New York, NY 10018 United States
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The mission of the American Marketing Association New York is to inspire, support and celebrate brilliance in marketing. Founded in 1931, the AMA New York is the principal community for marketing professionals across all industries and disciplines in the New York area. Offering programs, monthly events, and interaction with the chapter through volunteer activities, we provide marketers with an opportunity to increase their knowledge and reach in the marketing community. AMA New York is the creator of the Effies, the Greenbook and the new Marketing Hall of Fame, which honors outstanding marketers nationwide.

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