Disproving Age Bias, In the Groove Captures Untapped Potential of Active 50+ Female Consumers

The business of advertising is all about creating perceptions – with advertisers spending $700 billion dollars globally positioning their brands as unique and as differentiating as possible so consumers feel compelled to buy. Perceptions however can also derail us if we are not constantly questioning them. One inaccurate perception that plagues the industry is the entrenched devaluation of the baby boomer segment and its perceived limited impact on brand growth and media relevance.