This industry op-ed is by Jim Misener, CEO of global brand consultancy 50,000feet.
When it comes to Baby Boomers, there is a lot for brands to love.
They are the second-largest generation next to Millennials. They hold more wealth and disposable income than other generations. Their spending power influences entire industries from travel and leisure to healthcare and housing. Boomers are loyal, not just to brands but to employers, too. But here’s the catch: the term Baby Boomers comes with baggage. It’s time for marketers to toss that baggage aside and embrace this powerful demographic.
Who Are the Baby Boomers?
Baby Boomers, born between 1946 and 1964, are so named because they emerged during the post-World War II baby boom. They were the largest generation until Millennials surpassed them in 2020. Today, the youngest Baby Boomers are in their early 60s, approaching retirement.
Given this group’s size and influence, it makes business sense to understand their wants and needs. For instance, Boomers are likely free from child-rearing responsibilities, have more time to enjoy life, and focus on managing their health and saving for retirement.
But this generation—73 million strong—gets overshadowed by unfair assumptions associated with the term “Baby Boomer,” and those stereotypes can get in the way of understanding the demographic. They’re seen as out of touch with technology, resistant to change, and entitled. Younger generations harbor resentment, blaming Boomers for having economic advantages that seem out of reach today, like affordable housing and secure jobs. The meme #OKBoomer only fuels the fire.
Stereotypes Harm Business
These stereotypes don’t just harm people aged 60 and up. Here’s how they hurt creative agencies and our clients’ businesses, too.
Missed Marketing Opportunities
Clinging to inaccurate views of the over-60 demographic can make businesses overlook a lucrative segment. Failing to develop products and services that resonate with them, companies miss out on significant opportunities to build brand loyalty with this generation. The travel, entertainment, learning, and wellness industries are among the sectors ripe for opportunities with this generation, given their financial means, more leisure time, and a natural interest in managing their health proactively.
Inaccurate Marketing Strategies
Assuming that an over-60 demographic is tech-inept is a costly mistake. This generation is digitally engaged, and outdated messaging will fail to resonate with this group’s diverse interests and lifestyles. Businesses that paint them with a broad brush risk missing the mark entirely, alienating a diverse group that values direct and meaningful communication.
Loss of Valuable Insights
Businesses that stereotype and under-leverage their over-60 workforce can lose valuable knowledge and experience. Dismiss this generation, and companies may overlook the insights seasoned employees bring to product development and customer service. These companies might also miss mentorship and knowledge transfer opportunities within their organizations.
What We Should Do
Marketers should retire the term “Baby Boomer” and adopt a more nuanced approach. Here’s how to get it right.
Understand the Demographic
Build buyer personas by gathering data on behaviors, preferences, and motivations through surveys, interviews, and behavior analysis. Generative AI can help by analyzing large datasets to uncover patterns and create rich personas. AI-powered tools can even simulate interactions, allowing marketers to test messaging strategies and fine-tune their approach.
Be Mindful of Your Words
Instead of “Baby Boomers,” use phrases like “ages 60 and up” or “active adults.” Build trust by demonstrating brand credibility and reliability, values this generation holds dear.
Emphasize Value
An over-60 audience is price-conscious as they near retirement. Mention pricing early in your communications and make it easy to find. Offering discounts is a smart strategy. Try using discount codes in exchange for email addresses to generate interest.
Get Your Content Right
An over-60 audience appreciates direct and informative content. Provide value through detailed blog posts, articles, and how-to guides, especially about health, hobbies, and personal finance topics. Reviews, referrals, and testimonials can be powerful motivators because this audience values social proof.
#OkBoomer might make for funny moments, maybe even some viral content, but it is not helpful in the broader branding and marketing context. Do your homework to build trust with this unique audience and create a win-win for your brand and a generation ready to engage.
One doesn’t necessarily associate poetry with the day-to-day business of a thriving agency, but Jim Misener, CEO of 50,000feet, has found great success being an exception to the rule. Most mornings, you can find him deep in thought about clients’ brand strategies, and by midday, he’s making rounds with tasks in hand. Jim received a B.A. with highest honors from the University of Illinois Urbana-Champaign and completed the AIGA Program for Creative Leaders at Yale and the Executive Program at the University of Chicago Management Institute. Jim is also a board member at the Design Museum of Chicago.