"Boomers have both unrivaled influence and rich networks of peer advisors,” says Dr. Leslie Gaines-Ross, chief reputation strategist at Weber Shandwick, one of the world’s leading public relations firms.

In a new study conducted with KRC Research, it was revealed that companies could now gain a significant competitive advantage by creating marketing programs that target baby boomers’ expansive relationship networks. In short, the survey found that the so-called Boomer-to-Friend (BF2) communications are untapped in their potential to influence purchasing decisions for products and services.

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