Dismissing Boomers Is a Costly Marketing Mistake

“Ok, Boomer” has been a dismissive phrase used by Millennials and Gen Z, often regarding their use and understanding of technology.  But perhaps the stereotype and joke are a bit misplaced. This generation could be a wealth (literally) of targeting and ad distribution, and it could be a costly marketing mistake to brush them aside.

Baby Boomers – Half the Spend, Less than 10% of Marketing.

Baby Boomer Generation (1946 – 19654) are the wealthiest generation – over 50% as of the end of 2021, according to the Federal Reserve. GenX  is at 30% and Millennials represent just 6% of wealth.  That alone would suggest most marketers should go where the money is in their targeting strategies.

Harvard Business Review further amplifies this dichotomy.  Those over 50 in age create more than half the consumer spending, yet only 5 – 10% of marketing budgets are allocated to this target.  Is this a function of misplaced perception about use of social and digital platforms?  Or media buyers targeting who and what they know?

Some Surprising Stats on Baby Boomer Usage of Social Media:
  • 82% are members of at least one social media site
  • 78% are Facebook users
  • On average, baby boomers spend 13 hours on social media per week
  • 84% say that social media is likely to improve their lives
  • The average baby boomer spends 27 hours per week online – 2 hours more than the 16 to 34 age group
  • Baby Boomers are the least likely generation to make a purchase from social media using smartphones
  • 14% research products via smartphone, compared to 60% of Millennials

We know that any kind of marketing can be nuanced and complicated, especially when it’s only one of the many things you do for your business. Have questions about how to best market to this key target audience? GRM can help – Contact us today for more information!