1. June 1, 2015
http://www.responsemagazine.com/direct-response-marketing/media-zone-art-
targeting-boomer-consumer-8640
The 77-Million-Strong Baby Boomer Market is Ripe for the Picking
Do you know how to reach them?
Jessica Hawthorne-Castro
Born between 1946 and 1964, Baby Boomers are an
interesting breed. While this age group is quickly
entering the “senior” category, unlike its predecessors,
this group of 77 million Americans refuses to believe
that it’s aging or losing its edge and vigor.
These consumers think twice before signing up for
senior-esque opportunities like AARP memberships.
Instead, they are traveling, enjoying life and buying
products that help them maintain youth and energy —
everything from cosmetics to vitamins to exercise gear. According to U.S. Census
data, they are on track to live well into their 80s.
A “sandwich generation” that’s firmly entrenched between caring for aging parents
and supporting their own children, Boomers also face a unique set of challenges
that, when addressed effectively, present significant opportunities for marketers.
This is not your grandfather’s selling environment.
Just as marketers and agencies employ specific tactics to engage Generations X and
Y (and, now, Z — those consumers born into a digital world and currently aged 2-
19), capturing a piece of the youthful-in-spirit Boomer pie means things need to be
served up differently.
Baby Boomers are digitally savvy. Despite stereotypes, they spend considerable
amounts of time online: roughly 78 percent report using the Internet, according to
Hanover Research, and those that do spend an average of 39 hours a month online.
As a result, many direct marketers are pushing for campaigns to implement digital
techniques for Boomers, as well as other generations.

2. One cannot ignore the fact that Boomers are also a wealthy cohort, controlling
nearly 70 percent of the disposable income in the U.S. — $2.3 trillion according to a
Nielsen study. They represent 44 percent of the population and purchase 49 percent
of total consumer packaged goods (CPG). In fact, Boomers dominate purchases in
119 of 123 CPG categories.
They also enjoy their work and work past traditional retirement age — 63 percent
of Boomers still have at least one person in the household working full time. Finally,
they’re on track to inherit an additional $6 trillion, according to MetLife.
When it comes to spending their money, Boomers are known to seek out products in
a few key categories. According to U.S. News and World Report, these categories
include items that help them age safely, cater to their youthful attitudes, maintain
independence, absorb lifelong learning, and leverage smart technology.
As you hone your advertising and digital campaigns around Boomers, remember
that they are what we would call a “product consuming” group. Unlike their younger
counterparts — many of whom make their buying choices based on information
shared via social networks — Boomers actually want to be the recipients of
advertisements. To reach them most effectively, however, advertisers have to get to
know this audience and understand just how youthful, vigorous and energetic this
group perceives itself to be. It also takes some creative messaging, selection of the
most appropriate media outlets, and overall understanding of the things that
Boomers enjoy — like exercise, travel, entertainment, and other activities.
“They aren’t their parents. They don’t feel old, they don’t want to get old, and they
resent anyone who treats them like they are,” writes Richard N. Tooker, vice
president of database marketing firm KBM Group in Capturing the Exploding Senior
Market. Something as basic as how a product is named can have a dramatic effect on
results.
For example, this demographic group doesn’t want to be called “seniors,” nor do
they appreciate “matures” or “elders.” In “Never call a baby boomer ‘old,’”
MarketWatch author Amy Hoak says a good approach is to leave the labels off of
Boomer-oriented ads altogether. “This isn’t a group ready to retire at 65 with a gold
watch, content to spend quiet days at home as their parents might have,” Hoak
writes. “Treat them as such, and you risk losing their business.”
For marketers, successfully targeting Boomers with effective and engaging
advertising is like serving any other specific consumer group: you have to get to
know the demo, understand their likes and dislikes, and speak to the group in a
relatable way. Take the time to know your audience and then tailor strategic
campaigns that will excite and ignite that audience.