It Takes One to Know One: Reaching Boomers

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It Takes One to Know One: Reaching Boomers

With Boomers, it’s not about age. It’s about lifestyle. And, our lifestyles are not linear. Boomers are moving in and out of life stages -- getting divorced, remarried, going back to school and certainly not retiring, partly due to their state of mind and in part because of the new economic reality. We are empty-nesters, step-parents, grandparents and caregivers. With each new life stage, there are countless opportunities to market new products and services.

I am a Baby Boomer – that’s right, I said it (I also said it in Chris Rock’s voice). Researchers claim that my generation is the best-educated, most financially healthy, ambitious, curious, and social connected that America has ever seen. Representing about one quarter of Americans, we hold 77% of the U.S. wealth! As Kathy Bates’ character in Fried Green Tomatoes said to the women who stole her parking space upon repeatedly slamming into their car, “Face it, girls. I’m older and I have more insurance.” Yet, The Nielsen Co. states that less than 5% of ad dollars are targeted to adults 35-64. What’s wrong with this picture?

The youngest Boomers are turning 46 and the oldest are hitting 65 – and most are by no means elderly! Trust me, we don’t relate to the white-haired, arthritic folk knitting by the fire of yesteryear. We’ve got hair color. Think Madonna, Oprah, Demi Moore, and Michelle Pfeiffer — sexy, adventurous, fashion forward and contemporary boomers. Let’s not forget Brad Pitt, Denzel, Richard Branson and George Clooney. All Boomers.

With Boomers, it’s not about age. It’s about lifestyle. And, our lifestyles are not linear. Boomers are moving in and out of life stages — getting divorced, remarried, going back to school and certainly not retiring, partly due to their state of mind and in part because of the new economic reality. We are empty-nesters, step-parents, grandparents and caregivers. With each new life stage, there are countless opportunities to market new products and services. You see, Boomers are no more brand loyal than any other generation. In fact, multiple studies claim that Boomers are redefining brand loyalty and determining purchase decisions based on the effectiveness of products. We are so much more than the ad world sees us: a market for pharmaceuticals, wrinkle creams and retirement plans.

The Boomers are a demographic dynasty.

  • According to Google, Baby Boomers spend more time watching TV, movies, online video and mobile video than even Gen-Xers or Millennials.
  • Consumers 50 and older spent more on cars last year as compared with those under age 50,
  • EMarketer estimates that almost 80% of Boomers are online, nearly 60 million adults.
  • Boomers spend more on technology than anyone according to a recent Forrester study, an average $850 for their latest home computer — $50 more than any other group.

This is how we roll. This is how I roll. I’ve got a lap top, iPod, and an iPhone. I’m on LinkedIn and Facebook. I listen to Satellite Radio in my car and Pandora in my office. I shop, dine out and purchase products online. And so do all my contemporaries.

So don’t neglect us. Court us like you do the younger set. Appeal to our lifestyles and don’t patronize us. Make us feel smart. Make us feel cool. Make us feel sexy. Make us feel contemporary…and reap the rewards.

Lisa Sable is a Senior Marketing Strategist at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above. Visit our website TheRadioAgency.com