Misunderstanding the senior market is a big, costly mistake. After all, we older adults have more money to spend than younger people do and there are so many of us! But image makers like advertising agencies have been slow to understand our needs and our resistance to negative images.

Paul Flowers is an advertising executive in Dallas who created an ad agency dedicated to serving Baby Boomers with sensitive and meaningful commercials. He talks about his successes and his failures and how older consumers need to push for change.

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