California State University, Fullerton

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Orange County Register

Tapping the Boomer Generation Market

Nov. 21, 2013

Cal State Fullerton marketing professors Susan Cadwallader and Irene Lange are on a mission to learn and teach what consumers of the baby boomer generation want, need and respond to. And they’re bringing together graduate students from business, kinesiology and gerontology to help.

“Consumers aged 50-plus constitute the largest demographic in history and will for the next 50 years,” said Cadwallader, associate professor of marketing. “These consumers have $2.4 trillion in annual income and spend $2 trillion on goods and services each year – $7 billion of it online.”

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Tags:  Media