Don’t forget Baby Boomers in your next marketing plan

Don’t overlook Baby Boomers in your marketing plan because they are extremely important in their size and their spending influence in the U.S.

There are over 80 million Baby Boomers in the United States. This group of consumers was born in 1946 – 1964 and make up for most of the buying power today. Baby Boomers spend at least 50 percent of their earnings on consumer goods and services.

Therefore, the size of the Baby Boomers market is huge. However, most baby boomers are at senior age 65 years or over the stats are intriguing regardless of their ages. There were 77 million people born between the years 1946 to 1964. In 2011, the first baby boomer turned 65 and every seven seconds an American is celebrating their birthday and becoming 50 years old. In 16 years, the boomers will have doubled in size making it the largest group of 65 years old in the United States in the year 2030. Then 20 years into the future, the baby boomers will have reached over 86 million people (Colby, Ortman, 2014).

This group of consumers was born in post-WW II. According to the CNN Library, there were 3,441,000 babies born in the United States (CNN, pg. 1). This means there were 9,345.2 babies born per day, 465.53 per hour. In addition, in 1954 4,078,000 were born in the U.S. and in 1957, which was the highest amount of babies born at 4,300,000. Then in 1964, which had ended the boom, there were 4,027,000 babies born. This is why there are so many baby boomers in the United States today. Furthermore, as stated the last baby boomer will become age 65 in the year 2029. This number will increase by 2050 making it over 87 million people will be collecting their Medicare and SSI benefits (CNN Library, 2014).

Perhaps because most baby boomers are at the age of 55 years some may think they are out dated and have not kept up with the ever-changing world. However, some marketers tend to neglect this segment of consumers. They may think that these consumers may be stuck on some old time brand. Therefore, may never purchase another new and improved product. There is new data concerning how this very large segment of the market is purchasing their products today. According to eMarketer a story by Prosper Insights and Analytics states “half of the boomer population are users of the internet and research online before buying electronics, and home appliances” (eMarketer, pg. 1). Therefore, boomers are using the internet for research and making purchases (eMarketer, 2014).

Today as we know boomers are on the Internet, and they know that it is the most important basis of information, as we know at present. There are a few reasons the over 50 individual uses the Internet. One being to search for information, the other is emailing, social media, or chatting with friends and shop online. The boomers know about customer loyalty. Therefore, for them, word of mouth is important to them and their favorite retailer. As far as social media, the boomers are not so active unless it is regarding friends or family members. About 30 percent of boomers read blogs and a small percentage actually writes a blog (New Media & Marketing, n.d.).

When it comes to marketing, it is important for both marketing and advertising companies to consider the many different situations to relate to the baby boomer. One reason is they have seen more and have a distinctive set of aspirations than their young counterparts are known as generation Y. Baby boomers show a huge degree of purchasing power in groceries. The reason boomers are interested in the supermarket is that they are getting older and want to take care of their well-being by eating the most nutritious foods in the market. As for clothing, boomers want to add to their already collection of clothing. In addition, boomers are more for brand loyalty and building a relationship with the retailer (Parment, 2013).

The reality for marketers is the baby boomer will still be around for a while, and they make up the largest part. As for the traditional marketing method, this will not work for the baby boomers. Unless the marketing professional understands the desires of the boomer, they will lose valuable dollars for their clients. The boomer has moved on to a new phase in his or her life, and a large part of the American population is over forty years old. With that being said, the marketing and the advertising have to be geared to the over forty populations because they think differently than their younger counterparts.

Boomers are more ethnically diverse. There are about 25 percent of minority boomers. Boomers are educated and more than half have a college degree. This group of adults is spending his or her life differently. Either, they took the career path and decided to have children later in life, which means some are raising toddlers, preteens, or teenagers. While other boomers are caring for their elderly parents, therefore, these changes in events in a boomer’s life are somewhat difficult for the marketing professional to segment. As a result, the thought process cannot be all boomers are alike.

Once again, marketers are advertising to the younger generation hoping that they will spend some of their money. However, businesses should really focus on the 50 plus customer. Americans over this age group make up about 77 percent of net worth. This percentage holds true for the over the 50-age group in Europe and China. Smart businesses have already gone ahead and started marketing to the 50 something crowd such as Harley-Davidson and Ford Motors. What companies must realize as the 50 something crowd becomes older certain needs, and requirements are expected when purchasing items. More and more boomers are aware of safety in their homes, whether it is more lighting in the house, better access to kitchen cabinets less bending, or larger numbers for those who have problems with vision (New Media & Marketing, n.d.).

Another great point a smart marketing professional must notice some over 50s have young mindset they are open to travel to exotic countries. Maybe try a martial arts class or sky diving. A boomer is also capable is starting their own business and can go back to school to learn a trade or become technically well informed on the Internet (Bernard, 2014).

It is not enough for the marketers to know that the boomers are online. They must understand why they are on the Internet. Marketing advertisements are geared to the younger generation, and the boomers know this. The new young marketing professionals are unaware of what type of messages to send out to the boomers today and to reiterate make up a large portion of buying power. Marketers have to show the need for the consumer to a brand. Apparently, the boomers are connecting with a message online because this is where they shop. Therefore, what is the message that the marketing department is missing in TV ads (New Media & Marketing, n.d)?

To summarize, American companies are changing daily. Competition is fierce, and it is forcing businesses across the nation to do business differently. In 1946, 9,345.2 babies were born every day. Today, every ten seconds a man or a woman is turning 50 years old. This age group is the biggest spenders today. Age should be part of the focus to a business when advertising their brand because if they miss this target, the brand will miss sales.


Benard, D. (2014), How to profit from aging baby boomers: U.S. New Money, retrieved from,

Colby, S. & Ortman, J. (2014), The Baby Boom Cohort in the United Stataes: 2012 to 2060, Population estimates and projections, retrieved from,

eMarketer, (2014), How old fashioned are the baby boomer shoppers, retrieved from,

New Media & Marketing, (n.d.), Baby Boomers: A market snapshot for marketers, retrieved from,

Parment, A. (2013), Generation Y vs. Baby Boomers: Shopping, behavior, buyer involvement and implications for retailing., retrieved from,…ium/1.512372/generationY.pdf

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