Marketing to Boomers - An Affluent Untapped Demograhic

Baby Boomers were born between the end of WWII and the 1960's, a prosperous time in the US economy.  Though this group is entering retirement age, they still represent half of the personal wealth in the United States, making them an incredibly powerful demographic to have as a customer base.  While most marketers focus on digital efforts in 2023, this particular demographic requires a slightly different approach. 

How do you win Boomers as your customer?

Earn their trust.

Marketing your small business to Boomers can be a great way to reach a large and affluent demographic group, and earning their trust is key.  Boomers are more likely to trust businesses with a long history and a proven track record. Use testimonials and case studies from satisfied customers to demonstrate your reliability and expertise. 

Understand their values.

Boomers grew up during a time of significant social change and have a set of values that reflect their experiences. They generally value hard work, family, and loyalty and are more conservative than younger generations, which is important to keep in mind when developing your marketing strategy.

Use outbound marketing.

Traditional marketing channels resonate with Boomers more than digital media.  Think advertising such as tv, radio, or newspaper ads. Mailouts can also be a productive tool and because they are less popular than digital methods today, your advertisement can stand out.  Your digital marketing efforts can support this endeavor but are unlikely to be as effective as a primary strategy as outbound efforts. 

Optimize for Voice Search.

60.5% of the US population over 60 years or older reported using a voice assistant.  Most searches are used for routine things such as checking the weather or setting an alarm, but people DO utilize it for product research  and query for local restaurants, business hours, and more.  Ensure your business prepares by optimizing your website for voice search as 50% of the US population already report using it every day, and this number is expected to grow. 
 

Use quality and value as your message. 

Boomers tend to appreciate value and will pay more for high-quality products and services that meet their needs. Make sure to emphasize the value your business provides and the benefits of choosing your products or services over those of your competitors.  Personalized services that are tailored to their specific needs would also be appreciated.

Baby Boomers spend an average of $63,235 annually.  If you'd like to include them as part of your marketing demographic, tailoring your strategy accordingly to their values and preferences will help you successfully reach this important group.