While the 50+ segment makes up 50% of consumer spending, only 10% of advertising spend is focused on this group. So we can assume that marketers and advertisers are neglecting the rich baby boomers – those that control 70% of the wealth. Spending by the 50+ segment is expected to rise to $4.74 trillion over the next 20 years (a …
Why The Beauty Industry Should Be Paying Attention To Baby Boomers
It’s no surprise that the beauty industry heavily markets to Millennials, who are known to purchase a wealth of cosmetics and hair care products. However, there is another audience that could help brands increase market share. When it comes to buying power, Baby Boomers hold the key. Accounting for more than 70% of disposable income in the U.S. and spending …
How To Connect With Baby Boomer Women
In a Marketing Daily commentary, “Advertising’s Gender Problem: Some Brands Are Starting To Get It”, author Jean Freeman writes, “But here is another sad reality about advertising today: Women control an estimated 85% of purchasing decisions in this country, yet over 91% of them feel like advertisers don’t understand them… ‘Women’ have become the latest buzzword in the ad world, …
How To Capture The Attention Of Baby Boomers
The primary purpose of marketing and sales is about getting information into people’s brains and persuading their minds to act. The older we become, the more emotional reactions determine if we should think about a matter. Emotional triggers in the brain activate memories, and the stronger the memory – the stronger the emotional response. Marketing and sales must integrate both empathy and …
Hidden Persuaders: Knowing the Role of Caregivers When Selling to Baby Boomers and Seniors
There are many nuances that must be taken into account when marketing to Baby Boomers and Seniors. Not least of these is the distinct possibility that a caregiver is weighing in on the purchase decision — or even making the choice. Oftentimes, marketers need to sell to both audiences in order to close the sale. Coming of Age has helped …
Boomer or Millennial: Can you tell the difference?
Do you think you have a solid understanding of Baby Boomers, and some of their beliefs and outlook on life? Read the following ten statements or quotes and decide whether they were made by or about a Baby Boomer or a Millennial. Put your generational knowledge to the test and take our short quiz. Record your answers and compare them to …
Why Your Marketing Isn’t Resonating With Baby Boomers
Most marketers these days have realized the value in targeting Baby Boomer audiences. They are a massive market with the most spending power – accounting for more than 70% of the disposable income in the U.S. But this very lucrative segment is more than just another target audience. Baby Boomers are a complex blend of people who have lived through …
Facebook Marketing Strategies for Reaching Baby Boomers
There’s a perception that Baby Boomers avoid going online and are not active in the social media space. This is simply not true. The fact is a recent study by Google revealed Boomers and seniors spend more time online than watching TV. Moreover, of those Boomers going online, 82% have at least one social media account. It’s true that they’re …
Baby Boomer Trends Marketers Must Watch Over The Next 5 Years
Baby Boomers may be the most studied consumer segment in history. Because of its size (and therefore influence), this generation has had a huge impact on the nation’s culture and economy over the last fifty years. And that influence will continue. Currently, the 55+ age group controls more than three-fourths of America’s wealth. Just as astounding, that disparity will remain …
Boomers & Older Customers Are Writing a Brand New Book
Many marketers today are not prepared to reach baby boomers and the fifty-plus, a class of customers who have more money to spend than any other group in history. “Boomers and older customers today are affluent, and they are disproportionately represented among most retailers’ customer bases,” says Sandra Gudat, president of Customer Communications Group. “It’s typical for a company to …
