Empty Nests and Full Wallets: Three Reasons to Market to the New Sonic Boomer.

They don’t line up for savings at Seniors Days. They are more Porsche or Peugeot than Pontiac. More chalet in the alps than Carnival cruise. And certainly, more Dom Perignon than Depends. They don’t cut coupons, nor do they skateboard, listen to Jay-Z and dream longingly about being 21 again.

The new ‘Sonic Boomer’ is a whole different beast – and one that defies most marketer and advertiser preconceptions. Ad campaigns today—online and off -- either miss the mark entirely – or assume they are simply Millennial wannabes (with a bit more grey around the temples) wanting the exact same things. Nothing could be farther than truth.

Bigger returns from a market ready to spend big.

Sonic Boomers are the Woodstock generation. They are affluent 50 plus: the radical rock and rollers, health conscious yoga addicts, tech-savvy surfers and cultured connoisseurs, unafraid to spend top dollar. In short, this emergent demographic has significant disposable income and is ready to put money on the table to experience life to the fullest.

So why is such a small share of marketing budgets today being allocated to this goldmine of a segment?

Here are three reasons marketers need to invest in Sonic Boomers right now.

1. More disposable income:

They are rich and getting richer. Recent stats show they are worth $46 trillion USD in wealth, controlling about 70% of all disposable income in the U.S. And that’s just the tip of the iceberg: As their parents pass on, studies predict that baby boomers will inherit about $13 trillion more.

2. More long-term loyalty

Think this market is headed for the senior’s home tomorrow? Think again. An investment in reaching these health-conscious, aged 50 plus individuals with your products and services could mean diehard loyalty for as long as 30-plus years… Can you say that for your fickle millennial customer? Nearly half (49%) of boomers still working say they don't expect to retire until they are 66 or older, including one in 10 who predict they will never retire.

3. Love the traditional retail experience – and willing to pay for it

Like the Millennials, Sonic Boomers shop online. But while Millennials are more inclined to do all their shopping via their iPhone, Sonic Boomers still love the traditional retail store and place high value on value and good quality. At this point in their lives, they are looking to purchase significant items celebrating milestones – a special vacation, anniversary jewelry, valuable art, a luxury car and home improvements. All compelling reasons for retailers to sit up and take special notice.

The Sonic Boomer is here to stay – at least for a good few decades. These aren’t your grandparents … but they might be your hip uncles, aunts, cousins, —that crazy beatnik who owns the Vegan juice store, the CEO of your bank, that leading corporate lawyer, vibrant yoga instructor, buff marathon runner – and that Academy Award-winning actress that still looks hot at 55. Get to know them and their astounding value to your business -- and your clients’ businesses.