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Lots of industries are looking to benefit from baby boomers’ $2 trillion in annual spending.

Some are predictable: pharmaceuticals and medical devices typically count older persons among their best customers.

Some are less predictable — natural food stores, for example. Experts also believe that baby boomers will accelerate growth in luxury goods, home furnishings and new time-share concepts like real-estate clubs. With their kids out of the house, boomers may also lead to higher degrees of pet ownership, with a corresponding opportunity for businesses that sell pet supplies.

But maybe the best opportunities will come in financial services. One of the biggest catalysts for the financial-planning industry will be boomers nearing retirement. In coming years, boomers’ parents are expected to pass $20 trillion to $40 trillion of wealth to boomers, which will also fuel a big business in estate transfer and wealth management. As boomers see their parents and older friends exhaust their bank accounts to pay for nursing-home and hospital bills, more will seek out long-term-care insurance.

Brent Green, author of Marketing to Leading-Edge Baby Boomers (and a speaker at next month’s CSA Summit) offers these tips for dealing with boomers:

• Brand loyalty will diminish. Boomers are accustomed to experimentation and brand choices and will obliterate the myth that the older get, the less likely we are to switch brands.
• Like today’s seniors, tomorrow’s won’t be all alike. Not all are prosperous, white-collar types. Nearly one-third are not prosperous or even marginally comfortable, but people without liquid assets still use a number of products and services that address their economic handicaps.
• Boomers are attracted to marketing messages that help them process their lives. They’re more concerned about relevance and legacies and less concerned about acquisition for purely material satisfaction.
• Boomers see themselves as active, energetic and engaged. Don’t approach them as if they aren’t or won’t always be that way.