Marketers traditionally have lavished the most attention on the 18-to-34-year-old set, believing their brand loyalties are more malleable so they can be captured as lifetime customers.  Because so many marketing executives are under 40 — or even under 30 — many presume most consumers not only think like them, but want to be like them, says Matt Thornhill, 50, founder of The Boomer Project, a specialty research firm. "They forget that people over 50 still have dreams," he says.
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