Marketing to Baby Boomers

The term “Baby Boomers” when heard is often associated with: Rock and Roll, Woodstock, hippies of the 60’s, the rebels, the rule breakers.  Cheech Marin coined the saying, “Pass the joint, man” when talking about this generation. However, I find as the child of two baby boomers this generation has greatly changed through the decades. Today, they make up 29% of America, being all of America’s children born between 1946 and 1964. Most would agree that the Baby Boomers have taken on a new identification from their classification of “hippies”.  They have become educated, responsible, egocentric, stock investors, holders of savings accounts, 401k builders, and supporters of their parents, children, and grandchildren. With that being said Baby Boomers control over 80% of personal financial assets and more than half of all consumer spending. According to one source regarding their economic impact in today’s world, they buy 77% of all prescription drugs, 61% of over-the-counter drugs, and 80% of all leisure travel.  Currently this generation is in their late forties to mid sixties.  It is said that they on average will not retire until their seventies and may even work after that.

How does this all relate with my job in marketing? There seems to be so much hype today about marketing to the new “millennials”.   Yes it is true that the younger generations spend more than 12 hours a week online and use the internet as a connective social function.  They are the world’s “future spenders”. Therefore, marketing companies new and old are pushing online campaigns in full force. I agree in the new market and in using social networks, e-books, text messaging, and online presence with all marketing campaigns.  However, we also need to remember who has the money right now and how they got it.  Businesses were developed and money was made in a world without online presence.  

It is obvious to me that the Baby Boomers are catching up to the younger generations and are active participants both personally and corporately in these new ideas.  After all, they are clearly self reliant.  They have social media accounts, email, and are actively text messaging. The younger generations need to remember and appreciate the Baby Boomers' strategies in a world of digital revolution. We more importantly need to learn from this generation and how they got to where they are today.  What a great mix it would be in the world of marketing if someone received a good “old fashion” direct mail piece that had a link to a rocking website on it.  Or an email blast followed up by a good “old fashioned” phone call.  Let us bring our strengths together so that one day the current younger “rule breaking” generation can also be known as climbing the ladder to success.

Ashley Jamieson,

Account Manager for Baber Direct Marketing and proud member of Generation X