Generational Marketing Part 4: Appealing to Aging Baby Boomers

Generational Marketing Part 4: Appealing to Aging Baby Boomers

As we round out our four-part series on Generational Marketing, the team at our strategic marketing firm turns our attention to Baby Boomers. This generational group includes individuals born between approximately 1946 and 1964 (depending on who you ask). Some resources include individuals born as early as 1940 in the same category: Baby Boomers.

Baby Boomers are the oldest group of the four major consumer segments. According to the 2020 census, there are roughly 73 million Baby Boomers in the United States.

Below, we take a closer look at Baby Boomers and discuss how you can market towards this large group of consumers more effectively. If you missed our other three articles, we recommend checking them out, too, as we provide valuable insights for connecting with Gen Zers, Millennials, and Gen Xers.

Why Relationships Are Essential to Baby Boomers

If you want to effectively market to Baby Boomers — or any audience for that matter — then you must understand their mindset. Otherwise, your marketing messages are likely to fall on deaf ears and fail to have the intended effect on audiences.

Due to cultural norms at the time of their upbringing, many Baby Boomers place a high value on relationships. While this mentality primarily applies to interactions with other individuals, Baby Boomers also expect to receive exceptional customer service with any company that they do business with.

Therefore, businesses that hope to connect with consumers in this audience segment must nurture relationships and provide great service.

Baby Boomer Consumption and Spending Habits

While there are certainly exceptions that prove the rule, many Baby Boomers are resistant to shopping online. Most individuals in this age range prefer in-person retail experiences. 

If your business exclusively operates online, you can still drive conversions in this audience segment. However, you must offer user-friendly support platforms in order to do so.

Another important Baby Boomer consumption statistic is that consumers in this age bracket spend more than any other generation across all product categories. Despite this trend, Baby Boomers are only targeted by approximately 10% of all marketing efforts. 

What does this mean? Hundreds of businesses are leaving millions in untapped revenue on the table. You might have even been making this same mistake yourself!

Which Channels Are Favored Among Baby Boomers?

Baby Boomers can be somewhat hesitant to adopt new or emerging technologies. As a result, you are probably not going to generate very many Baby Boomer leads via TikTok.

On the other hand, Facebook is surprisingly popular among Baby Boomers. Individuals in this age group tend to be quite active on the platform, as most of them are retired or semi-retired. 

If you are looking for an effective way to capitalize on this lucrative audience segment, Facebook is a great way to start. We also suggest investing in programmatic advertising, as many Baby Boomers still have cable TV subscriptions.

Refine Your Marketing Strategy with Insights ABM

The information outlined above can help you to more effectively connect with your oldest audience segments, but putting this information into action can still be quite challenging — especially in the ever-evolving digital marketing industry. That’s where we come in.

As Dallas’ leading strategic marketing firm, the pros at Insights ABM know what it takes to shatter demographic barriers and connect with any audience. We have the expertise, creativity, and in-house talent you need to take your online presence to the next level.

If you would like to learn more about our services or how we can be an asset to your organization, contact Insights ABM. We will show you what it’s like to work with a partner that is focused on fueling your growth through performance-based marketing!  

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.