As much of the marketing world focuses on new ways to woo and dazzle the highly coveted millennial generation, some companies are setting their sights on an overlooked (at least by advertisers) group: baby boomers, reports The New York Times, which added that “T-Mobile, for instance, recently unveiled a phone plan aimed at people 55 and older. (Boomers are generally defined as being, at this point, between the ages of 53 and 71.)

“In an occasionally profane five-and-a-half minute video posted on Twitter, T-Mobile’s chief executive, John Legere, said, “I’m here today to fix something that drives me completely crazy,” before criticizing his wireless competitors for deeming boomers as “too old,” “stuck in the past” and not interested in technology or the internet. He mocked some of his rivals’ senior phone plans for focusing on “big buttons,” phone call minutes and outdated flip phones instead of offering smartphones with attractive data plans for them to connect with family and friends.

““This generation deserves a little respect!” he said.

“Some marketing experts say that Mr. Legere’s rant was a valid one, and that brands, even outside the wireless market, should pay attention.

““The group is the forgotten generation,” said Robert Passikoff, president of Brand Keys Inc. “Marketers have gotten so hot for the millennial generation that they have essentially ignored boomers.”