A couple days ago I mentioned a new research study that seemed to debunk the myth that members of the Baby Boom generation were stubbornly loyal to brands and couldn't be swayed by marketing efforts. New Boomer news yesterday showed that this group was also broken down into six distinct demographic segments. They range from "Alone and Ill," a group that needs regular medical care and has an average $47,000 yearly income to "Fortunate and Ready," or folks who still bring in $85,000 a year and are ready and willing to get older and enjoy life.

While I'm sure this is very interesting to people who, well, are interested in such things, I'm going to say the same thing I always say when discussing marketing segments. You can slice and dice by demographic data all you want, but each individual person will always constitute a market segment of one. You can run a campaign that will, you're confident, connect with the "Positive and Responsible" group but you will never achieve 100% positive results. That's because people ultimately make up their own minds. And with more and more choices available to them they're going to be swayed by the information they *can find* much more than the messaging that's *pushed to them*.