In theory, crafting marketing messages that resonate with nearly one-third of the U.S. population sounds impossible. But that’s exactly the challenge that Martha Boudreau confronts as executive VP and chief communications and marketing officer at AARP. 

“If you can join AARP at 50, our brand has to be relevant to me at 52, my friend who’s 75 and my mother who’s 95,” Boudreau said. 

Since stepping into the job in 2014, Boudreau has steered the nonprofit’s marketing strategy across a plethora of channels, from direct mail to social media and even to AARP’s customer call center. She has led both national and state-level campaigns spanning the entire spectrum of AARP’s 50-plus audience, urging those newly in their 50s to start investing early in their long-term health through the organization’s ongoing “Wise Friend and Fierce Defender” campaign, and collaborating with Getty Images to produce stock images that more accurately represent people over age 50. 

Both in her role at AARP and as a board member of the Alliance for Inclusive and Multicultural Marketing, Boudreau works to combat ageism in the advertising industry and advocates for marketers to incorporate age into discussions of diversity, equity and inclusion. 

“People who are 50-plus want to see themselves represented in the imagery, the ads and the messaging of all the different brands that they’re considering spending their money on,” Boudreau said. “But all too often, the implication in that imagery and messaging is that as you age, you become dependent, unhealthy and less relevant. And that is not what 110 million people want to hear.”

If you weren’t doing your current job, what would you be doing and why? 

Managing large, complex, multidisciplinary marketing and communications organizations is the perfect fit for my talents. However, the other part of me would happily get on a boat, head for the Bahamas and travel south from there.

What advice would you give your younger self?

Relax and take the long view on your career. There are many chapters in your career, but you have only one life, so make consequential decisions accordingly. Take lots of informed risks that expand your capabilities and perspectives. Work hard, commit to excellence and have fun along the way.

What’s the biggest risk you’ve ever taken? 

Leaving the agency business, where I very successfully spent a big part of my career, and moving over to the client side.

What should the industry do to encourage more women and people of color into its ranks? 

Growing the number of diverse candidates in an organization works for the long run only if the company has an inclusive culture where all people feel comfortable and able to grow their careers. Of course, there are also foundational steps such as creating opportunities at all levels, starting with internships and going right up to the C-suite. And it’s essential to provide mentoring at all levels as well.

How do you expect emerging tech like Web3 and AI to impact your job in the future? 

AI is already empowering various functions in marketing, consumer experience and beyond. We have been using different AI tools for years, and we are cautiously exploring new use cases. I expect AI to further enhance our ability to deliver on AARP’s value proposition more quickly and in a more personalized manner.