How AARP is Championing the 50+ Market with Martha Boudreau

Frictionless Marketing

Today, we're thrilled to have Martha Boudreau, AARP's Chief Communications & Marketing Officer, joining us for a fascinating conversation. AARP is a nonprofit, nonpartisan organization dedicated to empowering people aged 50 and older to choose how they live as they age, with a strong focus on social change and advocacy.

With extensive experience in communications and marketing, Martha has been instrumental in creating a clear and unified brand voice for AARP. She has driven member acquisition and retention, established the Consumer Experience (CX) practice, and oversees AARP's consumer Contact Centers. Martha is also an accomplished global leader, having served as President of the Mid-Atlantic region and Latin America for FleishmanHillard. A recognized industry speaker and influencer, Martha has received multiple accolades, including induction into PRWeek's National Hall of Fame and being named one of the Top 100 Women in Brand Marketing by Brand Innovators.

In this episode, we'll discuss AARP's focus on accurately representing and reaching the 50+ demographic; one of the fastest-growing age groups in the country, estimated to be responsible for $12.6 trillion of spending power by 2030. Martha discusses AARP's work to address ageism and how it is often an overlooked element of most DEI strategies.

Show Notes:

• AARP guide for marketers about authentically representing & reaching consumers 50+: www.aarp.org/RepresentAge
• AdWeek Column from Martha : Age: The Missing Part of DEI and The Most Misrepresented Segment of Advertising: 10 Things Marketers Can Do About It - Advertising Week

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