Demographic Overview—let’s start with Baby Boomers

Over the next few weeks, CMA will be sharing demographic breakdowns to provide insights on how to effectively reach each of the integral psychographics and behavioral groups. We hope you find this helpful and interesting when planning your marketing plans.

The Baby Boomer generation includes people born between 1946 and 1964, meaning they are currently between 60 and 78 years old in 2024. Here’s a breakdown of their key demographic characteristics:

Psychographic Breakdown of Baby Boomers

Population & Size

• Estimated 70 million+ Boomers in the U.S.
• Once the largest generation, but now declining due to aging.

Diversity

• While historically a less diverse generation, demographic shifts have increased racial and ethnic diversity among Boomers.
• Many are bilingual or have multicultural influences in their families.

Family Structure

• Many are empty nesters or grandparents.
• A significant portion are caregivers for aging parents or spouses.
• Family remains central to their identity, and they prioritize products/services that enhance family life.

Technology Use

• Increasingly tech-savvy: 85% use the internet regularly.
• Facebook is their most-used social media platform.
• They engage with email, online shopping, and telehealth services.
• They prefer larger screens and simple, intuitive digital experiences.

Economic & Financial Status

• Hold nearly 50% of the U.S. wealth.
• High homeownership rates (~80%).
• Many are retired or transitioning to retirement.
• Strong purchasing power, particularly in healthcare, travel, and luxury goods.

Education, Work & Retirement

• Many continue working part-time for financial stability or personal fulfillment.
• Many have college degrees or vocational training.
• Experienced in leadership roles and corporate decision-making.

Values & Interests

• Value traditions, financial security, and meaningful experiences.
• Strong brand loyalty.
• Enjoy travel, home improvement, and leisure activities.
• Highly engaged in community involvement and philanthropy.

What Makes Them Tick?

Baby Boomers are driven by stability, legacy, and meaningful experiences. Unlike younger generations, they aren’t as motivated by trends—they want proven, reliable solutions that enhance their quality of life. They appreciate personalized service, strong customer support, and brands that acknowledge their values rather than seeing them as an aging population.

What influences their decisions?

• Trust & Credibility – They rely on reviews, referrals, and established brand reputations.
• Quality Over Hype – Flashy, short-term gimmicks won’t work; they want practical, long-lasting value.
• Financial Security – They prefer investments that protect their wealth and add comfort or convenience.
• Emotional Connection – Messaging that resonates with their experiences, family ties, and personal achievements will capture their attention.
• Traditional with a Modern Twist – They appreciate a mix of familiar marketing (TV, print, email) and digital convenience (Facebook, online shopping, telehealth).

5 Effective Ways to Market to Baby Boomers:

1. Emphasize Value, Quality & Trust

• Boomers prefer high-quality, durable products over cheap, trendy items.
• Emphasize reliability, craftsmanship, and long-term benefits.
• Use testimonials and trust signals (e.g., warranties, reviews) to build credibility.

2. Use A Mix of Traditional & Digital Media

• Email marketing is highly effective; Boomers appreciate well-written, informative content.
• Facebook & YouTube are their go-to platforms—focus on engaging videos and community-building content.
• Traditional media still works direct mail, print ads, and TV can drive strong responses.
• While many Boomers use desktops, mobile usage is rising—ensure mobile-friendly websites. Use simple navigation, fast loading times, and readable text.

3. Keep Messaging Clear & Respectful

• Avoid using slang or overly youthful language; be straightforward and professional.
• Steer clear of age-related stereotypes—Boomers don’t see themselves as “old” and respond best to aspirational messaging.
• Use larger fonts, clear CTAs, and easy navigation in ads and websites.

4. Appeal to Their Lifestyle & Aspirations

• Many Boomers are active, adventurous, and health-conscious.
• Focus on experiences, travel, personal growth, and wellness rather than aging.
• Show real-life scenarios they can relate to—family, hobbies, financial security, and independence.
• Many Boomers focus on long-term savings and smart spending.
• Show how your product or service helps them save money, improve well-being, or enhance their retirement.

5. Build Trust & Personal Connections

• Make sure discounts feel rewarding rather than age-based (e.g., “VIP Savings” vs. “Senior Discount”).
• Boomers value customer service and personal interactions—offer phone support and live chat.
• Provide detailed information, educational content, and no-pressure sales approaches.
• Highlight brand values like community involvement, philanthropy, and sustainability.
• Exclusive deals for retirees, loyalty points, and referral incentives work well.

The Takeaway

Understanding the Baby Boomer demographic is crucial for building meaningful connections and creating successful marketing campaigns. By highlighting the right value, using the right channels, and appealing to their lifestyle and aspirations, you can effectively engage with this powerful generation

At CMA, we specialize in tailoring strategies to different demographics to help your business thrive. Want to connect with Baby Boomers or any other key audience? Reach out to us today, and let’s create a marketing plan that resonates.

Kim Kelley, Marketing Guru

Kim Kelley is the Principal at Creative Marketing Arts. With over 30 years in the Shopping Center industry, Kim offers creative ideas blended perfectly for REIT Advertising and Marketing. With an eye for perfection and creative flair, Kim offers all clients Out of the Box solutions.