Who are Baby Boomers?

Generally speaking, “Baby Boomers” were born between 1946-1964, the next generation is “Gen X”, roughly between 1965-1980. I include Gen X because I am what I consider to be on the cusp; I was born in ‘65. Why mention this? Who cares? If you’re in marketing, you should. “Boomers” are (again, generally speaking), the people with the money. To clarify the reason I say they have the money is because for the most part they were raised in a time when saving was strongly encouraged. They stayed in jobs longer, saved more, and planned for the extended future. Now, many of them may have aged out, retired out, or elected out of today’s market. But many have not, and it would be a mistake to assume they have.

Dispel the Myth!

Boomers are more active on social media than you might think—and not just scrolling silently in the background. Nearly 70% of them use Facebook regularly, and they actually spend more time per visit than any other generation—about 30 minutes on average. They’re tuning in to  YouTube (around 68%), for product reviews, how-to content, and current events—often on smart TVs, which fits their comfort zone with traditional formats. Instagram? Well, maybe not their first stop, but about a quarter of Boomers are there too, following family, hobbies, and brands they trust. They’re not trying to go viral—but they are paying attention! If you’re in marketing and you’re writing them off, you’re missing a group that still very much shows up—and has the buying power to back it.

Boomer Basics - How to Market to Them

1. Keep it Clear & Purposeful: Use simple clean text and clear visuals. Don’t get caught up in cutesy fonts or trendy terms- they may not understand, and likely won’t care! Be educational, use “like” people, not influencers, and subtitles can be helpful to clarify meaning and direction. Have a clear, easy-to-recognize and easy-to-follow CTA. Remember, you want them to push that button!

2. Lean Into Trust and Familiarity: Highlight brand stability and reputation. Use testimonials and real reviews. Point out security, privacy & reliability. When possible, throw in a nostalgic vibe or  reference, but be sure not to sound “old-timey.” Hint: there’s a reason why the pharma companies use 70’s songs!

3. Show the Benefits, Not the Features: People of a certain age are more interested in how a product/service is helpful to them, rather than it’s perceived coolness. Kids of the 60’s 70’s wrote the book on cool. Adding value, saving time, making a task easier, or offering peace of mind are more attractive, better-baited hooks.

4. Be Available to Help: Encourage your marketing clients to extend a real lifeline to this generation if they are the target. Offer a number to call where a real person will be there to answer. Live chats are ok too, as long as they’re very intuitive & not too “bot-y.” Boomers value real-time help and responsiveness!

5. Bonus Insight: Don’t Talk Down to Them: Don’t assume they’re tech illiterate (they may be, however); communicate in building-up and empowering verbiage.. Avoid using age as a funny punchline or speaking down to Boomers. Remember, they are capable decision-makers and you want their business! 

‍Conclusion: None of this is rocket science. It’s just a gentle reminder to meet people where they are. Be genuinely respectful and kind. Keep in mind that wherever the Baby Boomer lands on the technology spectrum, you’re there to help- anything less or irrelevant (to them) will probably get you a big pass.