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Step Aside Millenials; It’s Time to Market the Forgotten Baby Boomers

By Nicole Beatrice Gorelik

Many companies seem to market primarily to millennials since, according to one Accenture study, this group spends about $600 billion annually. Companies like Coke, with its “Share a Coke” campaign, Uber, with its convenient app, and Toms, with its “trendy cause,” are just three examples of products that have made marketing to millennials their focus. Unfortunately, in their rush to engage one sizeable demographic group, marketers frequently ignore another: Baby boomers.

According to Baby Boomer Magazine, up to 40 percent of consumers are baby boomers. These 65-and-up shoppers watch television more frequently than any other consumer segment, read newspapers more than other demographics do, and are also progressively becoming more internet savvy.

Marketers have discovered unique ways to connect with this audience.

Such as targeting lifestyles instead of gender, sending out text ads, collaborating with consumers, staging promotional tours, and even personalizing generic products.

In addition, because Generation Y is the first generation to be constantly digitally connected, advertising to them usually emphasizes digital rather than print communications.

However, Baby Boomers are internet savvy too. Eighty percent go online frequently.

In fact, as many as 40 percent of seniors communicate via social media posts regularly, with 85 percent texting and calling on their phones. Although baby boomers are not yet as active on these channels as millennials, their frequent use of technology means that marketers can successfully reach out to them digitally, too.

A hard sell turns off boomers.

Instead, they react positively to a detailed explanation of how products work and why they’ll benefit them. Even more interesting, they want to know about the companies they are dealing with. When researching a company or product, boomers are more likely to read an “about” page on a website than their children or grandchildren. Because a staggering 80 percent use the Internet several times to research products before purchasing, advertisers must keep their sites informative and up-to-date. This can make a crucial difference in marketing successfully to baby boomers.

Refrain from implying that boomers are “old.”

For example, seeing an ad on the computer screen for an anti-aging cream to reduce wrinkles isn’t the best way to advertise to boomers. However, if the same company positions its product as a way to look as young as you feel, the consumer reaction will be far more positive.

Understanding demographic mindsets is a Crux Creative specialty.

Whatever market you want to appeal to most, we’ll help you speak their language. We take great pride in creating copy content that is easy to read and appealing to all ages. At the same time, our social media campaigns and blogs are continually developed to be relevant to the needs and interests of specific markets. We’d love to talk to you about how you can expand your market appeal to both millennials and their parents and grandparents. Contact us anytime for a free consultation.


Nicole Beatrice Gorelik

Nicole is a junior at the University of Wisconsin-Milwaukee. She’s studying advertising and public relations and is passionate about writing, women’s rights, politics, and spoken-word poetry. After graduation, she hopes to work full-time, developing marketing communications for clients and causes she genuinely cares about.

Michele Allen

With over 30 years of design and marketing experience, I founded Crux in 2005, a 360° Creative and Marketing Agency, catering to Fortune 500 companies, small businesses, and non-profits. Specializing in experiential spaces, museums, brand development, and digital marketing, I excel in crafting memorable experiences while emphasizing the significance of authentic brand communication. I offer expertise in Brand Development, Trade Show Exhibits, Museums, Corporate Spaces, Interactives & VR/AR, and Digital Marketing, committed to tailored support and guidance.