Why Baby Boomers Still Matter as a Marketing Target

In the youth-oriented world of advertising, that aging but eternally young-thinking group known as "Baby Boomers" is still proving their worth as a well-moneyed, open-minded target for marketers. So says an eye-opening TV Land study entitled "Generation BUY: A Close Look at the Boomer Consumer."

The TV Land findings dispel myths about 40 and 50-somethings being set in their ways and unwilling to try new products or brands as much as Millennials and Gen Xers.  In constrast to conventional marketing wisdom, the study revealed that Boomers are more open to new brands and less brand loyal than people under 40. Twenty-six percent of Boomers said they are not at all brand loyal versus 21% of Gen X and Millennials. Gen Y, surprisingly, are the most likely to say that once they have made a commitment to a brand, they will stick with it, come what may.

For marketers that stereotyped Boomers as a fading factor in many of today's marketing campaigns, the study gave compelling evidence for a fresh look at their desirablity as a target audience. Boomers will consider new brands if the product or service is more useful, functional and offers the most benefit/value. Compared to Millennials and Gen Xers, they are less likely to be influenced by the notion that the brand is more prestigious or the latest style. The report notes that they are not afraid to change for something they feel will improve their lives.

The study found a "cut through the fluff" attitude among Boomers who routinely reject "teaser" ads that create a mood but do not offer much in terms of substance. On the other hand, they appreciate ads that use humor well more than their younger counterparts.

So what's a marketer to do? It depends on the product or service being pitched, of course.  But considering Boomers' purchasing power, their willingness to try new brands, and their priority on products or services that deliver quality and value, failing to consider their clout as a marketing target could be an oversight that hits your bottom line like a blast from the past.

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Comments

[carol stanley]

Being such person attempting to sell to baby boomers I found this article very interesting ...and will keep in mind all it says. Thanks...carol stanley author of For Kids 59.99 and Over

[Chuck Nyren]

I wouldn't call it eye-opening:

http://tinyurl.com/5gmgpq

[Stan Brown]

Chuck, just spend 20 enjoyable minutes roaming through your blog http://advertisingtobabyboomers.blogspot.com/. Anyone doing a show like 50PlusBeurs here in the US?

[Chuck Nyren]

Hi, Stan -

There are a few attempting to be a 50PlusBeurs.

I remember chatting a year or so ago with the organizer of this one:
http://www.boomersshow.com/

I think he wanted me to do a song and dance for free - so nothing came of it.

The new one really trying to be the expo for Baby Boomers:

http://festivalofthewise.com/

Thanks for the compliment about the blog. I have fun doing it.