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The latest in marketing strategy, technology, and innovation.

  • May 26, 2010

Boomer Legibility Initiative for a New Decade launched

The Boomer generation is a critical audience for marketers. By 2015, those aged 50 and older will represent 45% of the U.S. population, according to AARP. And currently, Baby Boomers control over 80% of personal financial assets and more than 50% of discretionary spending power, according to ThirdAge.

However, marketers regularly use small text on their websites and in their emails and other marketing materials, creating unnecessary legibility issues for some of their most valuable customers. Speaking at the Forrester's Marketing Forum 2010, TIAA-CREF said they asked their community how to improve their website. The #1 response was “bigger font.”

Not considering the needs of Boomers when designing marketing materials means lost revenue for marketers and a poor user experience for many Boomers—not to mention other visually challenged people like myself.

To help address this issue, I’ve created the Boomer Legibility Initiative for a New Decade (BLIND), which seeks to convince marketers to increase the point size of their fonts by 1 point this year, in 2015 and in 2020 to make it easier for the growing Boomer population to read and take advantage of their offers.

Have you made any recent changes to your emails or websites to make them more legible? Are there marketers that you wish would make their emails easier to read?

>>Join the Boomer Legibility Initiative for a New Decade on LinkedIn and join the conversation.
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