If you think that marketing to anyone over 40 makes for boring advertising, think again. In a recent study, Geppetto Group polled 200 men and women ages 35 – 64 to see what drives their brand preference. Turns out that Boomers prefer brands that “surprise and delight,” reflecting their youthful personalities.

Take note, Sears. Reliability is out, fun is in. Several brands highlighted in the report include Apple, Trader Joe’s and Swiffer.

Marketers have caught on. The Toyota Venza spots are a great example of Empty Nesters trumping their younger Millennial offspring and putting them in their place.

Given that healthcare marketing by nature addresses a 35+ audience, the study gives credibility for doing work that is surprising and delightful.