About this episode

This episode discusses the marketing opportunities presented by Gen X and Baby Boomers, featuring insights from Brent Rivard of 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…

People in this episode

Host: Jim Stengel

Guest: Brent Rivard

Topics covered

• marketing
• generational marketing
• Gen X
• Baby Boomers
• consumer spending
• advertising strategies

Keywords

• Gen X
• Baby Boomers
• marketing strategies
• consumer spending
• Geezer Creative
• advertising
• IAB
• Brent Rivard

Sponsors

IAB

Mentioned in this episode

Organizations: Geezer Creative, BBDO, Anomaly, Doner, Lowe Roche

Places: U.S., Ontario

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