Marketing to Baby Boomers

Over 100 Million strong, Baby Boomers are a generation that demands our attention. As this dynamic generation slowly inches towards retirement, marketing experts everywhere are asking themselves, “How do I capture this market that makes up almost 1/3 of the US population?”

Historically, people over the age of 50 have been labeled “undesirables” when it comes to traditional marketing. The reason for this label is because historically, the spending power of people over 50 is very minimal. Coupled with hardened product ideologies, it has always been assumed that by the age of 50, people are set in their buying ways and will not be swayed by advertising.

Enter the Baby Boomers. As they have done in so many other facets of life, this generation is changing the rules of the game. Take, for instance, the fact that they will have double the spending power of today’s 60-70 years olds. In addition, most Boomers are just as likely to brand-hop as any other generation. What does this all mean? It means that we are about to have 100 Million empty nesters who are willing and capable of being active consumers.

But the question on everyone’s mind is “How do we market to them?”

Many studies have been done in the hopes of further understanding the hot buttons that lead this generation into making purchasing decisions. The one common resulting theme from such studies is this: Baby Boomers are more resistant to absolute propositions and much more likely to make gut decisions.

To capitalize on these findings, we must tailor our marketing and sales approach. Since Boomers rely on gut feelings, the first impression of a product is essential. Boomers need to associate products with feelings and emotions. Rather then telling Boomers that your product is “proven to be the best”, try associating your product with a story or an emotion. When it comes to closing, use fewer urgency closes and more white rabbit closes. Try painting a picture of how the product will benefit their life.

The Boomer generation carved out their niche by relying on experimentation and novelty, and resisted pressure or forced lifestyles. So the lesson to be learned is: Let your marketing tell a story. Sell a lifestyle instead of prices. Paint a picture and avoid the pressure close. Focus on giving a positive first impression. Give Boomers the gut feeling that your product is superior and you will be pleased with the results.