One of the best reasons to shop or eat somewhere today is the way they address the needs of senior citizens and baby boomers with lavish discounts and easy seating. Turning the curve on other generations, it has now become a clear marketing strategy to appeal to the growing demographics showing the trend of baby boomers becoming the major investment in the future. Today, it is no longer a stigma to accept a “senior discount”; stores are making other preparations to accommodate needs for this selected group. In case you haven’t noticed, there are many things going on that are a direct result of marketing ploys and strategies for elder people.
A baby boomer is one of the 76 million Americans born during the demographic Post-World War II baby boom between 1945 and 1955. The trend started a few years back but it was a subtle invasion of your privacy on television with the special Medicare and Medicaid programs available from the American Association or Retired People who began endorsing certain insurance companies and items such as the Hovercraft and special bedding or pillows for comfort due to old age. Then the workout machines were altered a bit to make them lighter and lower impact to keep you in shape. Then it was the medic alert button on around your neck if you fall and the special remote control features for your appliances in case you have trouble getting around. Most obvious were the commercials for hearing aids marketed as the bionic ear by Lee Majors, the six million dollar man. Ads for smaller and more luxurious condominiums were geared for those who are retired and downsizing from a home to an apartment but wanting the ownership of a place to call home.
In Phoenix, a retirement communities as well as Tucson, the newspapers, the television programming and the radio shows are all sensitive to their audiences as they have their fair share of exposure. A well written in the Wall Street Journal, states businesses are doing their best to “accommodate their best customers’ needs, American companies are overhauling product lines, changing their marketing and redesigning store layouts. But there’s a catch: Baby boomers, famously demanding and rebellious, don’t want anyone suggesting they’re old.” 
The 76 million boomers already take up about half the estimated spending or buying in the United States alone. The article, written by Ellen Byron at [email protected] makes a great point in showing the adjustment in marketing to capture what appears to be “projected to spend an additional $50 billion over the next decade, according to market-research firm SymphonyIRI.” So the next time you go to the store and notice the aisles are a little bit wider, and the ambience is a little bit friendlier you can see the store has adjusted its marketing scheme to pull in the baby boomers. 
Over the past two years, Walgreen Co. has been gradually adapting its 7,655 stores to be friendlier to aging boomers. Subtle changes make it easier to navigate stores. Many stores have positioned magnifying glasses in aisles that carry products like household cleaners, hair color and cold medicine that use lots of fine print. Reading glasses are getting snazzier, too, now that the chain updates styles more frequently. “This customer is focused not just on function but on fashion,” says Robert Tompkins, Walgreen’s divisional vice president and general merchandise manager. Walgreen has introduced easier-to-open packages on its private-label painkillers and incontinence products, and expanded its vitamin aisles. “The boomers are much more focused on enhancing their well-being versus just trying to address being sick, as the prior generation might have been.”