Most advertisers realize the value in marketing to Baby Boomers. 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 generational marketing target audience. Baby Boomers are a complex blend of people who have lived through dramatically …
Marketing Beauty Products to the Gen X Consumer
Sandwiched between Baby Boomers and Millennials, Gen Xers are often an afterthought in today’s beauty industry. A generation that seems to be lumped into another without much thought as to how to engage with them or meet their unique beauty needs. And though they may be smaller in numbers, they have more disposable income than Boomers and Millennials. Which is a …
Digital Streaming and Baby Boomers: Streaming Habits of the Over 50 Crowd
We know millennials use streaming services for video and music, but what about baby boomers and digital streaming? Have the over-fifty generations that headed to the video store on Friday nights to rent tapes to watch with family or friends, or picked through racks of albums and CDs at Best Buy adapted to the new world of TV shows, movies …
Designing Creative for Older Adults and Seniors
When designing creative for older adults and seniors, it’s essential to understand what their motivators are and how they process information. For over 25 years, Coming of Age has been designing creative that connects and resonates with the over-50 age group, with outstanding results for our clients. Our creative approach is based on our deep understanding of aging audiences. To …
Hey Marketer… Are Boomers Using Voice Assistants?
Amazon Echo, Google Home and other AI voice assistants have grown rapidly in popularity. Today, 28% of internet users also use a smart speaker. Next year, that number is expected to grow 13.7% to bring the total users to 83 million. Most assume it’s the younger, tech-savvy audience driving sales. But Boomers, especially those in their sixties and older, make …
Delayed Retirement: What this trend means for businesses that market to the 50+
Retirement has been the ultimate goal, a natural end to a career, for generations. And with Social Security, a hard and fast date of retirement (currently age 65) has long been something people plan toward. But things are changing. More and more people delay retirement for a number of reasons. The fact that Baby Boomers are working longer and have …
6 Ways to Effectively Communicate with the 50+
Andrew Hutchinson writes in 3 Notes on Being More Human and Building Your Brand in Social Media: “Whilst more people are embracing creativity and experimentation, there are some things that we’ve learned that are universally true, some aspects that, regardless of the medium, will remain influential in success. Those elements are human factors.” “You can’t do business without people,” he …
Think Reciprocity to Meet Aspirational Needs of Baby Boomers
Contemporary theories of marketing are increasingly defined in the context of collaborative relationships between a marketer and consumers that operate on behalf of meeting needs of the latter. But honoring this idea, especially in Baby Boomer markets, is often problematic because a continuing focus on sales quotas pressure marketing and sales staff to concentrate more on making deals than on …
Baby Boomers’ Hobbies: Their interests can be good for your bottom line
Unique individuals make up the Baby Boomer generation. While they don’t all look exactly the same, there are some things they have in common. One of them is time. As their children grow up, move out and start raising families of their own, Boomers’ often find the freedom to pursue interests they’ve had to put off for years. That reality …
Baby Boomers Are Still The 800-Pound Gorilla
Let’s Revisit The Opportunities The media is currently promoting Millennials as targets to pursue. It’s very clear the numbers are impressive, but numbers don’t buy anything. It would be short-sighted of marketers to ignore Baby Boomers in favor of Millennials. In 1946, Baby Boomers began their tremendous influence on the world. No one could have predicted how this generation would …
