Around every 7 to 10 seconds, it’s been suggested that someone turns 50 in America. The baby boom generation was so prevalent that it is not 78 million strong and is one of the best educated, wealthiest, and most active group of consumers. They are known for contributing around 65% of household worth and fueling the majority of some of the most popular chains and companies that exist today. But the baby boomer demographic is not one solid group of individuals; it’s many different lifestyles and backgrounds that have culminated towards creating the baby boomer group as a whole.
Some people are dealing with an empty nest and finding new ways to spend their free time and their money. Other people might be becoming parents at a later age and experiencing the joys of this for the first time. Some people are just retiring while others are beginning to start their own business. A few people are experiencing a third or fourth career. There are all different types and areas of the spectrum associated with this demographic. In order to market towards them correctly, marketers need to understand what kind of families and individuals the baby boomers are so that they can provide them with information and ads that are relevant to their needs and interests.
Many baby boomers are particularly interested in the prospect of learning about how to enjoy healthier lifestyles and incorporate healthier foods into their dietary intake. The majority of them were eating fast food and other less healthy options when they were younger and now that more information is available that explains why these foods are not good choices for regular consumption, many baby boomers want to work towards incorporating better food choices into their diet – not only to benefit themselves but to set a good example for the rest of their families.
Baby boomers are not a demographic that wants to be told what to do or what’s going wrong with their perspective of life. As a result, it’s not a good idea to create marketing ads that seem too preachy or judgmental of their generation. Although a lot of companies think it’s attractive to make ads that mock and take a humorous look at the baby boomer lifestyle and the aging portion of baby boomers, this only causes the demographic to become increasingly less interested in purchasing services and items from these brands, ultimately creating a negative impact.
Brands that are seeking to have success with the baby boomer generation should consider how they approach the demographic. By creating services and advertisements that appeal to the demographic and encourage their support, as well as welcoming them back to the open fray of consumerism, there’s a strong range of profit and support that the baby boomer generation can provide. However, in order to gain this, companies need to learn to create marketing plans which appeal to the interests of this unique group; they are intelligent, insightful about their purchases, and willing to spend money as long as a brand is willing to take them seriously.