Forever Young – Understanding the Baby Boomers
by Smithfield Agency

In the UK, Baby Boomers make up a significant portion of the population, with millions aged between 60 and 77. This group holds considerable economic power, often owning property and having substantial disposable incomes – they bought homes when they were comparatively cheap, and many are enjoying the benefit of a final salary or triple locked pension – two things younger cohorts can only dream of.

As such, the boomers are redefining what it means to grow old. They’re hitting the gym more than any other age group according to Nuffield Health (60% visit the gym at least twice a week), embracing wellness trends, and spending generously to maintain their youthfulness. For marketers, this financially robust generation presents a golden opportunity.

Characteristics and preferences

Boomers value quality, reliability, and trust. They are tech-savvy, contrary to the stereotype, and are active on social media. They prefer brands that speak to their desire for health and wellness. Their economic stability allows them to spend on high-quality products and services that enhance their well-being and as such, they’re more than willing to invest in premium products. Here’s three key stats that are key to understanding their purchasing decisions:

62% of Boomers have made a purchase from an email in the last year. Email is the single most common online purchase channel for Boomers, outperforming SMS, banner advertisements, social media posts, and social media advertisements. 92% of Boomers check their emails at least once a day.

90% of Boomers cite data privacy policies as either important or critically important to maintaining brand loyalty. Like all generations, Boomers worry about how brands use their personal data. Businesses must address concerns by being transparent about their privacy policies and how personal data is stored and used. Opt-outs and preference settings must be easy to update and even easier to find on your app or website.

86% of Boomers say that their favourite brands reward them for their loyalty. Whether through loyalty programs or personalised offers via messaging, brands can build lasting relationships with Boomers by acknowledging and rewarding their loyalty. Boomers appreciate value-based offerings from brands, like loyalty points (70%) and discounts (85%). 5 Baby Boomer Stats Marketers Need to Know – Marigold Engage by Sailthru

Marketing to Baby Boomers

The landscape of advertising and communication is rapidly evolving, presenting both challenges and opportunities in reaching boomers. While media channels like television, print, and radio remain influential, savvy marketers are also leveraging the power of emerging technologies and platforms to connect with this valuable audience.

One surprising statistic that has caught our attention is the fact that a staggering 10% of TikTok users are aged 55 and above. This short-form video platform, once considered the exclusive domain of Gen Z, has seen a surge in adoption by boomers seeking entertainment, education, and connection. Brands are now exploring ways to create engaging TikTok content that resonates with this demographic, showcasing products, services, and stories that align with their interests and values.

Beyond TikTok, other emerging channels and technologies are proving to be valuable tools in the quest to reach boomers. Voice-activated assistants like Amazon’s Alexa and Apple’s Siri have gained traction among this demographic, offering convenient and accessible ways to search for information, control smart home devices, and even make purchases. Brands are optimising their content for voice search and exploring ways to integrate seamlessly into these virtual assistants’ ecosystems.

Augmented reality (AR) and virtual reality (VR) technologies are also opening new avenues for engagement. Imagine a boomer taking a virtual tour of a vacation destination before booking their next adventure. These immersive experiences not only cater to the boomer’s desire for convenience and information but also tap into their love for experiences and exploration.

While embracing emerging channels and technologies is crucial, it’s equally important to maintain a strong presence on traditional channels that continue to hold sway with this demographic. Targeted television advertising during prime time or on channels catered to their interests, strategic print placements in trusted publications, and radio ads can still yield remarkable results.

Getting the right mix

Successful campaigns strike a balance between leveraging cutting-edge technologies and leveraging the tried-and-true channels that have resonated with boomers for decades. If you’d like to understand more about how Smithfield can help you engage with this lucrative generation, please contact us today.

May 30, 2024

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