How Retailers Can Reconnect With Boomer Consumers

Lincoln Motor Company does this incredibly well. A luxury, high-end brand, it's positioned itself not as a fuddy-duddy, staid limousine but as a performance car. The Lincoln MKS is for people who want luxury but love the "vroom." That wasn't the case 20 years ago. It was always luxury, luxury, luxury and comfort, comfort, comfort. Lincoln conscientiously made the decision to stay connected and has molded its pursuit in accordance to how boomers see themselves.