as the baby boomer population grows, brands relevant to their demographic use youthful packaging that highlights health and wellness, without emphasizing ageby nancy brown, managing partner, cbxin early september, apple introduced the highly anticipated apple watch. naturally, the world was buzzing with the news, but what exactly is the defining difference the apple watch helps consumers manage their health, which is of particular interest to aging populations like baby boomers. even disruptive brands like apple are seeing value in expanding their target audience to include baby boomers, in addition to millennials. with its youthful ad campaigns and cuttingedge products, apple doesn&rsquot feel like a boomercentric brand, but it does make consumers of all ages feel cool and intentionally included in their tribe.it is estimated that from 2010 to 2050, those aged 65 and older in developed regions will grow from 197 million people to 337 million people. and with people living longer, older generations are trying to hold on to their youth and vitality longer than ever before. how many times have you heard a 60yearold say, &ldquoi feel like i&rsquom 35&rdquo it&rsquos no surprise then that this generation is concerned with things like maintaining their appearance&mdashhence the success of brands like &ldquonot your daughter&rsquos jeans,&rdquo which applies youthful styles to older body types, and eyebobs, a line of fashionforward reading glasses that offers products called peckerhead, geek girl, and style guy with designs reminiscent of warby parker.this is proof that baby boomers are trying to stay on top of trends even as they enter their socalled &ldquotwilight years&rdquo a phrase, by the way, that you&rsquore unlikely to hear uttered by a baby boomer. this consumer segment is looking for brands that will help them take care of themselves and better their lives, without constantly reminding them that they aren&rsquot actually as young as they think they are.packaging is a strategic tool that brands can use to connect with this audience. after all, this demographic still likes to touch actual products as opposed to younger generations, who are more comfortable with online shopping, and the right visuals and copy can nab these consumers right there in the aisle. whether a brand is trying to appear more youthful, reinventing a product commonly associated with aging, or subtly conveying that they just happen to tackle the issues that are relevant to this age group, there are a variety of ways to go about reaching this growing audience of older consumers.following are a few strategies that are proving successful in garnering brand loyalty from this target.be modern and relevantlet&rsquos face it none of us is excited by the prospect of purchasing incontinence products. but in all likelihood, we&rsquoll have to&mdashso why should we feel embarrassed about it brands like poise are doing their part to make their packaging more appealing to baby boomers. the new logo feels younger and more approachable than before. the pack is sleek and fresh, and uses bright, rich, youthful colors. it fits in right next to the pantyliners targeted at millennials. the tone of voice is straightforward and inclusive. the graphics are feminine and approachable, clearly conveying the product&rsquos purpose without suggesting a medical problem that comes with age. 
