The founders of companies, the pioneers of technology, those who have survived wars, those who fought for civil rights, started the fight for women's equality, the first owners of what we know, those who fought for peace and love at Woodstock.
These are the boomers.
Two groups delimit the period of birth of this generation. The major consensus, even used by the U.S. Census, is that boomers are those born between 1946 and 1964. They are known as boomers because they were born in the middle of the 20th century when the worldwide birth boom occurred after World War II.
The other group is the one that places boomers about three years apart, between 1943 and 1960. It describes them as those too young to remember World War II, but old enough to remember postwar events just before the assassination of John F. Kennedy.
Boomers, in addition to being a source of wisdom and knowledge, are a generation that adapts to change easily, especially those educated and in the professional space. It's also the generation that founded many of the well-known brands we know today. And in 2024 they continue to give people and brands something to talk about.
Not only do they have, for the most part, a life history full of work and life experience, but even those in retirement continue to be very active, relevant, and productive.
Over the past few years, trends have led brands to pay more attention to younger generations such as Millennials and Gen Z. However, the trend is turning attention to boomers, who continue to be the most economically stable generation.
The COVID-19 pandemic brought with it a transformation in how consumers source their products and services, and boomers are no exception.
This generation, with an independent personality, quickly learned to adapt to the use of technology to buy what they need. So much so that the trends since 2021, which were mostly inclined toward the younger generations, have taken a turn for 2024.
Therefore, those brands that are looking for economic growth could find in boomers the opportunity if they pay attention.
From friends to influencers
While Facebook continues to be their favorite social network, the number of boomers using TikTok and Instagram has increased by 57% since 2021.
Andy Childs, Head of Strategy at Meta says that over the past decade, Meta, parent company of Facebook and Instagram, has witnessed boomer digitization. Their daily mobile usage has increased 2.8 times since 2013, while the time they spend on social media has increased by +68%. That's why he recommends that businesses evolve their marketing strategy to larger audiences.
Boomers have increased their consumption of video content, refining their approach to social media, which has become mostly for entertainment and to stay connected with their favorite brands.
Likewise, the growth of boomer influencers has led to their counterparts boomer users starting to follow them through social media. Boomers who "use social media to follow their influencers" have increased by 22% since 2021.
Show me the money! Who do you think buys more online, Gen Z or boomers?
You may be surprised to know that globally, boomers shop weekly online, have credit cards, save, and have high purchasing power.
According to statistics from the Global Web Index, this means that advertisers are not reaching the 24% of boomers who are still working and describe themselves as "work-focused"; the 35% of boomers who shop at the supermarket and who "would like to explore the world," or the 31% of boomers who buy clothes who are themselves interested in "live events."
43% of boomers who save also believe their current funds will cover their basic needs for 6 months or more, compared to 18% of Gen Z.
Why brands should care?
Just because Gen Z is today's new but elusive consumer, doesn't mean they're the only route to profit success for businesses, especially in a climate where shoppers are taking the brunt of the economy.
In general, the more the consumer feels represented, the more they will respond to marketing. There are obvious benefits for businesses to make small adjustments to their advertising approach and look for ways to represent older generations more authentically.
Those savvy brands will not only look to the young consumer to stay afloat but will also make a conscious effort to insert themselves into a conversation with those segments of the market that have money now, are online, and are actively buying.
In short, boomers are a generation that continues to be attractive consumers for brands as they have expanded their use of social media to other applications and increased their purchases through e-commerce sites. Being on the Internet today is the smart way to do business. And that's what boomers know about...
About the author
Ivelisse Arroyo Pérez is a business consultant in operational marketing and customer service. Owner of Curao' Marketing & Business Consulting Firm. She holds a bachelor’s degree in business administration with a concentration in accounting and, master's studies credits in Psychological Counseling, Literature, Science, and Foreign Languages. For more information, connect with Ivelisse on LinkedIn, X, Facebook, or Instagram. You can also access https://www.ivelissearroyo.com.