Founder & Chief Executive Officer
Peter Hubbell is a Baby Boomer and proud to be part of a generation whose values are associated with optimism, exploration and achievement. He also admits that he’s growing older. In fact, he has become one of the advertising industry’s leading authorities on the aging consumer. As Peter is fond of saying: “We live in the Age of Aging, and the Boomers are Marketing’s Most Valuable Generation.”
He is also the author of The Old Rush: Marketing for Gold in The Age of Aging to publish this autumn. Not only does Peter understand the marketing significance of this generation, he’s so certain of it, he has organized a marketing practice around this and other cross-generational demographics and psychographics. He recognizes that Boomers are spending three times as much as trendy Millennials on basics like consumer products, but they want to be addressed in ways that resonate with the values of their generation—and not as a demographic group perceived to be “over the hill.”
He is the Founder and CEO of BoomAgers, communication experts in the global aging space. Established in 2012, BoomAgers has grown exponentially from its humble beginnings with a single client and one part-time employee. It is Peter’s unshakeable belief that aging is the most powerful global trend in the new age of marketing that enabled him to purpose-build an agency dedicated to developing world class marketing inspired by deep insight into the aging consumer. In a business where most leaders are content to do the same thing over and over, Peter is restlessly committed to discovering how to do new things differently.
BoomAgers’ success is a direct result of its highly specialized, differentiated offering at a time when marketers are demanding true consumer expertise. The agency helps established global brands, as well as emerging companies, capture the full value of the massive but under-leveraged aging marketplace.
Of course, the end of World War II brought a childbirth boom to many countries, especially Western ones, and although the long span of high birth years may vary between France and Finland or New Zealand and the Netherlands, 2014 is significant in that some of the youngest Boomers turn 50. The following Baby Boomers—all associated with youthfulness, vitality and sexiness— celebrate half-century birthdays this year: Sandra Bullock, Keanu Reeves, Mary Louise Parker, Nicolas Cage, Courtney Love, Calista Flockhart, Russell Crowe, Rob Lowe, Courteney Cox, Matt Dillon, Marisa Tomei, Don Cheadle, Elle Macpherson, Clive Owen, and Lenny Kravitz.
In fact, 2014 may be a watershed year for changes in perception, particularly in terms of how we address history’s biggest generation and how we define “old.” If anyone’s going to redefine, or defy, notions of aging, it will be the Baby Boomers whose optimism and “can do” attitudes shaped culture and society forever. Don’t forget, both Bill Gates and Steve Jobs typify the Boomer Generation and its ethos.
According to Hubbell, “We live in an age of new marketing inspired by new demands. Highly specialized companies are now challenging the relevance of the general ad agency model. The trend towards specialization is one of the main reasons I founded BoomAgers. Our blueprint for building a new kind of advertising company demanded a focus on a specific generation of consumers, a deep understanding of the changing context in which they live, and a new operating model that consistently delivers better advertising.”