Over the course of a long career in advertising, I have observed that many of us seek and expect to find "silver bullet" solutions to our most significant challenges i.e. one simple action that fully addresses all of the needs at once. Now that I'm the owner of an advertising agency dedicated to baby boomers; I shouldn't be surprised that the question I get asked most often is "what one thing matters most in communicating to people of age?" The simple answer is authenticity but the way in which that comes to life can be complicated to say the least. If you're looking to be more effective in creating marketing for people of age, you'll need some insight for being really good at representing reality.
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