🎯 Marketing to Baby Boomers: The Generation That Values Trust Over Trends

Baby Boomers (1943-1963)

Many marketers overlook Baby Boomers in digital strategies, yet they control 70% of disposable income in the US. Here’s what you need to know about marketing to this powerful consumer group:

Key Characteristics:

• Most brand-loyal generation
• Value quality over convenience
• Prefer detailed information
• Appreciate traditional communication methods

Digital Behavior:

• 82% actively use Facebook
• Prefer desktop browsing over mobile
• Heavy YouTube consumption
• Read emails regularly
• Value comprehensive product descriptions

Shopping Patterns:

• Research extensively before purchasing
• Prefer speaking with real people
• Value loyalty programs
• More likely to leave detailed reviews
• Appreciate physical documentation

Marketing Tips:

1. Focus on value proposition over price
2. Use clear, straightforward language
3. Include detailed product specifications
4. Optimize for desktop viewing
5. Maintain consistent customer service
6. Implement traditional + digital marketing mix

🔑 Success Factors:

• Build trust through consistency
• Provide excellent customer service
• Offer loyalty rewards
• Include print materials when possible
• Maintain professional communication

Common Mistakes to Avoid:

❌ Using slang or trendy language

❌ Assuming they’re not tech-savvy

❌ Neglecting traditional marketing channels

❌ Making font sizes too small

❌ Using complex navigation systems