Advertising to Baby Boomers

Baby boomers are the largest demographic, the primary target market. Boomers are the richest generation in history as a whole- those 46 and older control more than half of the nation's discretionary income. One comment made was that Baby Boomers are still ' the single most vibrant and exciting consumer group in the world". I agree! (Since I am in this group). One way to capture the attention of the baby boomers is to use humor. Use a witty turn of a phrase, a humorous slant on things, etc. Make sure the wit is not derogatory and the humor is not embarrassing. One key marketing tip was to make sure you do not criticize or alienate a secondary or hidden market group. When developing a marketing campaign for baby boomers, focus on the product or service and not the age the consumer happens to be. As baby boomers get older, they do not want change, but to continue life as it has been. They want a seamless transition. Some sociologists predict that retirement communities in the future will be based on common interests, example: gardeners, motorcyclists, vegetarians, the arts, etc. Others say that Baby Boomers may shun retirement communities and opt for a mixed community. Due to the Baby Boomers focus on health, marketers should focus on this. Examples, bike trails, walking/running trails, ergonomics, etc. Another concept discussed is "aging in place". This really is the focus now. People want to stay in their own homes and continue life as it has been. Baby Boomers love to read and will want to know everything about a product. They are not looking for change but are looking for products that compliment their lives and help them create more choices.

I am not surprised by this information. Since I am in the baby boomer group, I totally agree that I do not want change but a transition as I get older. I feel that now, I am at a point in my life where I am still young enough to do anything I want yet. I am still very young at heart, and definitely do not consider myself "old". Baby Boomers generally are eager to try new technology, they just want to know all about it and have all the pertinent information. Most baby-boomers are going into a transition now, where their children are grown, and they may have more time and money on their hands. More people are then looking to travel, buy things that they could afford before, or advance their educations.