If you are interested in securing a competitive edge for your product in baby boomer and older consumer markets, you will be more successful in your efforts if you understand your market.

Consumer research company Nielsen wants to know why so few advertisements focus on baby boomers. Media companies typically focus on reaching consumers who are in the coveted 18 to 34 or 18 to 49 demographic. But Nielsen says that “advertisers and consumer goods manufacturers are overlooking a group that has tremendous buying power.”

The challenges of baby boomers reaching old age, combined with a growing, more diverse population, will drive major changes, challenges and decisions in U.S. families, workplaces and communities, according to a new report by the Stanford Center on Longevity.

The report, “New Realities of an Older America: Challenges, Changes and Questions,” brings together the latest statistics from a range of sources, including academic research and government statistics. Key findings include:

The Beacon newspapers has launched an all-new, interactive website at www.theBeaconNewspapers.com — geared to people over 50 and those who love them.