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Marketing To Baby Boomers
The Baby Boomers, 35% of the U.S. population, that controls 70% of the total net worth of American households, are the people with money to spend and a desire to do so.
If your product has any possible appeal for the Baby Boomer, you will want to tap into this maturing demographic. Baby Boomers remain kings and queens of consumer purchasing.
The Aging Process Affects Choices
Yes, of course, the aging process affects choices. People over 45 are less likely to buy acne medication and energy drinks, more likely to travel and so on. But the effect on choices goes far beyond actual product choices; the aging process affects how choices are made. These changes can help to shape your marketing.
Self-acceptance means realistic view of them
With maturity comes a greater sense of self-acceptance and less concern about others opinions. So, baby boomers do not necessarily lust for great bodies; they want to look good and healthy but most accept wrinkles and changing figures as part of the package.
As a result, it may not be astute to use perfect models in your product images. It may be preferable to picture mature, healthy people who are enjoying themselves.
Less Interest in the Material
Baby boomers place more emphasis on positive experiences than on gathering possessions. You may need to point out the additional value of your product such as the fact that your high end ceramic planter creates an environment that attracts and supports birds and insects.
Authenticity
Maturity brings less tolerance for exaggeration; people are more skeptical of loud advertising because they have been around the block. You may need to leave out the best ever, never before seen and outrageously effective for descriptors such as preferred b y serious hobbyists or you can measure the improvement.
Be aware of the balance you need to strike. Most baby boomers want to lead interesting, healthy lives. They may accept wrinkles and sags but at the same time prefer to make the most of their attributes. This balance means that your advertising should portray baby boomers realistically but be sure they are shown in situations of enjoyment, personal growth and social commitment. Even if your product treats problems of aging, focus on the benefits, not the problems being treated.
Finally, baby boomers read, even the newspapers!
Provide informative content that can be used to evaluate and understand your products. By the way, if you are an e-tailer who belongs to Gen X or Gen Y, consider asking the advice of some baby boomers before launching your marketing plans.
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