Wondering how to market to baby boomers? Baby Boomers are no longer the largest market segment. In fact, they have been surpassed by Millennials and, soon enough, Generation Z. Despite this, your brand can likely benefit from knowing how to market to this generation. At the moment, Baby Boomers range between the ages of 53 and 71, with the younger end of the generation being best to target as they are not yet living on a fixed income. Using the correct approach, you can get them interested in your products and services.
So, what are some ways you can target Baby Boomers with your marketing?
Don’t be afraid to go big
Because they are the oldest generation to be considered a viable market share, it can be tempting to keep your attempts at marketing to them small. However, Baby Boomers are still a large generation. At the moment, there are about 70 million people who count themselves as members of this generation. That equals a lot of potential customers.
Appeal to the big spenders
Pre-retirement Baby Boomers are, overall, living very well. This generation is known for being diligent workers who have spent years climbing the ladder and are now reaping the success of their efforts. This means that they have money to spend. Even those who have retired are often happy to splurge. Because of the emphasis on retirement planning, this is a generation that can stop working and still enjoy life.
Find them online
Many people have this idea of Baby Boomers as people who cannot figure out how to even check their emails. While many Baby Boomers are now grandpas and grandmas, they are not your grandpas and grandmas. Most members of this generation have been online since the late 90s and are active on at least one social media site. So do not hesitate to target Baby Boomers with online marketing.
Appeal to self-care and pampering
In fact, this is one that works on most any generation. While younger generations like this because they can afford so few luxuries, Boomers are known as the “me generation” which means they just really enjoy indulging themselves. If you can make them feel like they are pampering themselves by using your product or service, you will have won half the battle.
Look at health and wellness
Something else important to note is that Baby Boomers are all about health and wellness. They want to live longer and better lives than previous generations and are invested in making this happen. If you can tap into this, you will be able to make your brand a solution to a problem, generating interest and loyalty.
Due to the size of this generation and its desire to spend, it is an important part of the market to target. Does your brand target Baby Boomers in your advertising? Tell us about the approaches you use.