Why Celebrity Marketing Misses the Mark with Boomers

Celebrity endorsements may work for some, but not for everyone—especially not Baby Boomers. Ian Baer points out that 66% of Boomers are less likely than average to choose a brand just because a famous face is attached. For marketers targeting the 60+ crowd, leaning on influencers or celebrity clout could backfire. The smarter move? Build trust, speak to their values, and skip the star power.