Brand Courtship is a measurement developed by Boomer/neXt that evaluates the strength of the relationship between consumers over 50 and brands based on attributes like affection and connection. It determines whether relationships are passionate, friendly, indifferent, or one-sided. The tool is useful for brands that want to understand engagement with the large 50+ demographic and not ignore them in marketing.

1. Brand Courtship™ :
A Measure of Consumer Pleasure
• Boomer / neXt’s Brand Courtship Calculation measures the
bonds between the most valuable brands and the 50+
population
• It appraises the important consumer attributes of Brand
Affection and Brand Connection within this important
population cohort, determining intensity of the brand-buyer
link: whether the potential relationship between customer
and brand is steeped in ardor, amiability, apathy or asymmetry
• Brand Courtship is an important tool for any brand that is
unwilling to neglect the 50+ population in its advertising and
marketing efforts
Squash Blossom – Native
American Symbol of Courtship

2. Brand Courtship™ : A Measure of Pleasure
Ardor
Apathy
Amiability
Asymmetry ‘Unrequited Love’