Generational Marketing: Marketing to Baby Boomers

When you think of social media, you might picture millennials and Gen Z scrolling through Instagram and TikTok. However, there’s a significant and growing presence of Baby Boomers on social media platforms. As this demographic becomes more tech-savvy, they are embracing the digital age and connecting with others online.

Born between 1946 and 1964, Baby Boomers represent a sizable demographic with substantial purchasing power.  They are a generation that witnessed the evolution of technology firsthand, growing up with rotary phones and black-and-white TVs. Now they’re navigating the world of smartphones and social media.

In a survey of Baby Boomers (ages 60-64) and Gen Zers (ages 16-26), research by GWI finds that 23% of Baby Boomers report having high purchasing power, a rate almost triple that of the younger generation (8%). Additionally, 30% of Baby Boomers say they’re in a high-income group, compared to 21% of Gen Zers.

Surprisingly Baby Boomers are more likely to shop online as compared to Gen Z. Some 39% of those surveyed said they had purchased a product or service online in the previous week, while 35% of Gen Zers said the same.


(Image Source: Marketing Charts)

3 Tips for Marketing to Baby Boomers

While Baby Boomers present a tremendous market opportunity, brands are not always reaching and engaging them effectively through advertising. Only about 17% say they tend to buy brands they’ve seen advertised, compared to one-quarter (25%) of Gen Zers.

Here are 3 tips to effectively reach Baby Boomers online.

1. Deploy Personalized Email Marketing Campaigns

Baby Boomers have a strong presence in email communication. According to Forbes, 95% of Baby Boomers use email. Here are some tips to make your email effective when communicating with Baby Boomers:

  • Personalization is Key: Just like any generation, Baby Boomers appreciate personalized communication. Use their first names in subject lines and salutations. Segment your email lists for targeted messages based on demographics and behavior.
  • Keep It Simple and Clear: Baby Boomers prefer straightforward content. Use plain language, clear messaging, and clean, visually appealing designs. Make it easy for them to understand and act on your emails.
  • Emphasize Value and Benefits: Highlight the benefits of your products or services. Show how they improve lives and solve problems. Use testimonials and case studies featuring satisfied customers in their age group.
  • Optimize for Mobile: Ensure your emails are mobile-responsive. Test them on various devices to ensure readability. Many Baby Boomers use smartphones and tablets for email.
  • Build Trust and Credibility: Establish your brand as reliable and credible. Include contact information, addresses, and social media links. Share informative and educational content to showcase your expertise. Encourage feedback and respond promptly to inquiries.

2. Leverage Social Media Marketing

Seventy-eight percent of Boomers are online and 71% of them are on social media. Facebook remains their preferred platform, but they are also active on YouTube, LinkedIn, and Twitter. Baby Boomers use social media to access news, articles, and information. They also follow pages and accounts that provide insights on topics they care about, including health, finance, and current events. Here are a few tips on how to leverage social media to engage with Baby Boomers:

  • Educational Content: Baby Boomers often turn to social media for information and learning. Create educational content that addresses their questions and concerns. Share informative articles, how-to guides, and tutorials related to your industry or niche.
  • Authenticity Matters: Authenticity is crucial when targeting Baby Boomers. They value genuine interactions and are more likely to engage with brands that communicate honestly. Avoid using slang or excessive emojis in your posts; instead, focus on clear and straightforward language.
  • Engage in Conversations: Actively engage with your Baby Boomer audience by responding to comments and messages promptly. Encourage discussions, ask for their opinions, and show appreciation for their feedback. Building a community and fostering relationships is key.
  • Use Visual Content: Visual content, such as images and videos, can be highly effective in capturing the attention of Baby Boomers. Share compelling visuals that tell a story or provide useful information. Infographics and short video clips can be particularly engaging.

3. Develop an SEO Strategy

This generation frequently relies on search engines like Google and Bing as a trusted source of information when researching products and services.  When considering a purchase or seeking information, they often start by typing their questions or keywords into search engines.

  • Content Quality: Create high-quality, informative, and valuable content that addresses the specific needs and questions of Baby Boomers. Aim for longer-form content that thoroughly covers topics of interest, as Baby Boomers often seek in-depth information.
  • Local Search: Baby Boomers often search for local businesses and services. Make sure your website includes location-specific information, such as your physical address, contact details, and business hours. Local SEO strategies can help your brand appear in local search results, which is vital for attracting nearby Baby Boomer customers.
  • User-Friendly Experience: Baby Boomers appreciate websites that are easy to navigate and understand. Avoid overly complex language and ensure that your site loads quickly. Search engines reward websites that offer a smooth and user-friendly experience with higher rankings.

While brands are hyper-focused on millennials and Gen Z, Baby Boomers are spending money online which presents a valuable opportunity for businesses to tap into this demographic’s significant purchasing power. By understanding their preferences, adapting marketing strategies, and creating an online experience that caters to their needs, brands can effectively reach and engage Baby Boomers in the digital landscape.

Are you ready to revolutionize your data-driven strategies and foster a deeper understanding of your customers? As privacy regulations evolve and the demise of cookies approaches, marketers must embrace 1st party data to adapt to the new digital landscape. In this comprehensive eBook, we share how to leverage these insights to help drive campaign success.

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