The Baby Boomer generation — born between 1946 and 1964 — is a significant demographic that continues to wield considerable economic power. As of 2024, Baby Boomers are between 60 and 78 years old, and they represent a substantial market segment that is often overlooked in newer advertising strategies. Understanding how to reach and engage this audience is crucial for businesses aiming to tap into this lucrative generation.
Baby Boomers hold roughly 52% of the wealth in America. That’s nearly $78 trillion in spending power!
Source: smartasset
Technology Adoption: Contrary to some misconceptions, Baby Boomers are pretty tech-savvy. According to a poll by the Pew Research Center, 68% of Baby Boomers (ages 55-73) own smartphones, and nearly 70% are active on social media platforms such as Facebook.
On average, baby boomers spend 5 hours per day on their phones, which is nearly the same as millennials!
Key Advertising Strategies for Baby Boomers
Utilize Traditional Media
While Baby Boomers are active online, they still consume traditional media. Incorporating TV ads, print media, and direct mail is still an effective way to reach this demo. (Read our article on the effectiveness of traditional marketing here).
Connect with them on Social Media
Facebook is a popular platform among Baby Boomers, with around 70% using it regularly.
Leverage Email Marketing
Baby Boomers check their email regularly, making email a valuable way to reach them. Craft email content that is clear, concise, and to the point, with a focus on value propositions.
Tips for Email Marketing: Use large fonts, clear CTAs (calls to action), and personalized content. Avoid overly complex designs or too many distractions.
Provide Clear and Simple Information
When creating advertisements, ensure the message is straightforward and easy to understand. Baby Boomers prefer clear, concise information over complex or overly trendy messaging.
Advertising to Baby Boomers requires a nuanced approach that balances traditional media with digital strategies. As this generation continues to play a vital role in the economy, tailoring your advertising strategies to their preferences will ensure your advertising stands out in a noisy marketplace.
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