Andrea Felsted, Columnist

Boomers Are Going to Drive a Silver Surge

Companies tend to neglect older generations, focusing instead on millennials and Gen Z. Such a strategy will be costly this year.

January 29, 2021 at 6:00 AM UTC

By Andrea Felsted

Andrea Felsted is a Bloomberg Opinion columnist covering consumer goods and the retail industry. Previously, she was a reporter for the Financial Times.

Mom’s time to shine.
Photographer: JC Olivera/Getty Images North America

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Companies long to partner with the Kardashians. Over the past couple of years, we have seen beauty leader Coty Inc., for example, strike cosmetics deals with both Kim Kardashian and Kylie Jenner to appeal to young, social-media-savvy shoppers. Before that, Kendall Jenner was the face of an Estee Lauder Cos. Inc. collection targeting millennials.

But in 2021, the family member who businesses should really be keeping up with is 65-year-old momager Kris Jenner. The successful matriarch represents just the type of customer they’ll need to court in the wake of Covid-19.