"…it seems that the brain’s reward system, which drives a variety of behaviors and may affect things like trying new brands, is dialed down as our brains age."

Long before this neuromarketing insight, those marketers who target seniors have no doubt understood the behavioral difference and adjusted their approach accordingly. Perhaps too much so… Seth Godin is critical of current marketing to seniors and points out that the conventional wisdom may not apply to the graying boomer generation: “Open people are seeking out things that they believe will make their lives better. Experiences and products and styles that will open doors, cause growth, save time and money and increase status… Closed people are trying to maintain the status quo.” Godin believes that boomers will stay “open” long into their senior years.