Drop preconceptions about baby boomers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 01, 2021, 12:54 PM UTC

With baby boomers accounting for 20% of UK’s population, it is one of the most powerful and wealthiest demographic.

Studies show one in five baby boomers in the UK is classed as a millionaire. Moreover, they’re highly active on social platforms, shop online almost as much as millennials, have greater disposable incomes to spare and are more open to new experiences.

In 2020, growth in online shopping was led by baby boomers. Additionally, the tendency to share content was very high among boomers compared to other generations. Brands must reconsider how to market to boomers through their social media strategy.

With boomers being digital influencers, paying more attention to these older consumers can be beneficial for brands. To effectively target baby boomers on social platforms, brands must highlight product practicality, and use videos and relevant influencers to communicate brand messages, while also avoiding stereotypical perception.

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