Boomers. They Ain’t Babies.
They’ve fought in wars. Protested for peace. They raised families. And the national consciousness. They’ve born personal tragedies. And achieved unprecedented successes. Heck, they founded Apple! Baby Boomers. They sure ain’t babies any more.
Which begs the question: why do so many advertisers treat them as such?
Chuck Nyren, author of Advertising to Baby Boomers, observes that the over-50 crowd is often portrayed in TV spots as either “smiling, vapid idiots on the beach or…old hippies”, and usually for age-related health or financial products — stereotypes that ignore the fullness of their lives: Boomers want to be marketed to based not on their age. But their desires. Values. Who they are. They’re every bit as much into the kinds of products and services that generally court younger targets: Cars. Fashion. Travel. Technology. Home decorating. Social networking. And the beat goes on.
Let’s talk cars, for instance. In 2010, Boomers purchased 46.6% of all new vehicles among Ford’s large cars, crossover and SUV products1. Sure, Boomers need fuel economy. But who doesn’t these days? Moreover, like their younger counterparts, they “aren’t willing to give up performance…or a sexy interior.” says Ford Group Manager Amy Marentic.
According to the Nielsen Co., Boomers have about $3 trillion in disposable income. Yet less than 5% of ad dollars are aimed at adults 35-64. Something is definitely wrong with this picture.
Boomers. They’ve gone from Flower Power to mega-wattage Buying Power.
For everyone’s benefit, let’s all make sure we’re plugging into it.
http://burnsent.com/blog/boomers-2/
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1 Polk Data Source: Ad Age “Insights” White Paper
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Today’s Boomers
Among the contradictions and sub-demographics of Boomers, we’ve seen some clear areas of momentum recently. Boomers remain a boon for the leisure industry, but they still feel under-served by brand marketing and advertising, which continues to fall back on ageist stereotypes. Some of the original rock ‘n roll generation seems set in bad ways, while many are coming on-stream into the dating and social networking markets. Finally, the negative experiences of seniors are casting a shadow over the Boomer market, awakening them to the responsibilities and challenges ahead.
Meet your newest key leisure consumer
In spite of the recession, Boomers present a cash cow for many businesses, and in the US they are spending almost double what they did a decade ago. Our research shows that they are now the key audiences for concerts and cinemas and the highest spenders on holidays. In Europe, both STA’s Bridge the World and Get Lost have launched as new travel agents catering specifically to their long-haul and adventure holiday needs. We see evidence everywhere of the longevity and outgoing nature of Boomers. In the US the increase in Boomer motorcycle ridership has pushed the average age of female riders up to 41, while half of all Boomers consider exercise an important part of life. Are brands still failing to capitalize fully on this last ‘golden generation’? Research shows that half of them feel neglected by advertising and marketing messages.
Skeletons in the closet
In some cases there has been a dark side to all this hedonism. Iggy Pop fronting a Swiftcover campaign reflects part of a generation that is still enthralled with sex, drugs and rock ‘n roll. In the US, the Kinsey Institute reported above-average rates of promiscuity and unprotected sex amongst Boomers. There has also been a twofold growth in opiate addicts from this group in the past 15 years.
Today’s Boomers are free
Within the Boomer demographic, there has been a massive uptick in “living single”, and in the US, the number of over-50s divorcing is at a record level, while match.com revealed that they are the fastest-growing dating demographic. These singletons will be seeking to make their finances independent, split their assets and refresh their new homes and belongings.
Boomers embrace digital & social media
Boomers have also been embracing digital technology and retail. In some markets they are now more likely than 18-24-year-olds to own an e-reader, while they are 50% more likely to shop online. In the US social media use by the over-50s has doubled in the past year and this may present an opportunity for brands to connect with a demographic disgruntled with a perceived lack of attention.
Next up for Boomers
We will continue to profile Boomers within this blog on an ongoing basis, so please check back often. If you’d like any further information, or if you want to discuss your brand within the context of today’s Boomers, please do not hesitate to reach out anytime.
Brands hire Burns Entertainment & Sports Marketing to help deliver their most important messages to their most important audiences, from brand positioning to product launches to global campaigns, to drive affinity, sales, share and profits. Our expertise in the world of celebrity and pop culture — who’s hot, who’s not, and how to leverage talent across the marketing mix — has produced unparalleled brand success for 41 years.
