How To Market To Baby Boomers
They’re the ones born between 1946 and 1964. There’s about 5.5 million of ’em, so best you know what you’re doing when it comes to marketing to them. Strategy director at The Works, Cate Mathers, gives the low down on what you should know.
Reacting against the self-sacrificing values instilled in their parents who grew up in the Great Depression emerged a generation focused heavily on self-fulfilment, consumption and instant gratification – the ‘Me Generation’.
Whilst working on the NRMA ‘Living Well Navigator’ campaign – an online resource and social community that helps to steer over 50s to live a healthier and happier life – we had the opportunity to challenge the perception of Baby Boomers.
In their formative years, they were a generation of change makers who shaped the civil rights movement, the sexual revolution, the end of the Vietnam War, disco and unapologetic hedonism; making them radical thinkers, consumers and adventurous, widely experienced travellers.
Baby Boomers are the 5.5 million born between 1946 and 1964, and over the next 20 years, the number of Australians who are 70 plus will grow at a rate 3.3 times faster than the total population. With stats so hard to ignore, why do so many boomers say that brands don’t make the effort to really engage with them?
Our client NRMA had accumulated insightful research and we had completed our own qualitative studies to answer these age-old questions.
To get inside the collective mind of this generation we worked with senior creatives Ian Kennedy and Jeff Clulow, who are both over the age of 60. With more than 50 years combined industry experience, the duo was well versed to advise on the wants and needs of the over 50s, how they perceive themselves and the marketing paradoxes that exist within this complex demographic.
In our research phase, we conducted in-home interviews with our target age group that in turn helped frame our overarching campaign strategy.
We uncovered a number of contradictions.
For example, today they’re the generation that holds 55 per cent of the nation’s wealth, yet only comprise 25 per cent of the population – 42 per cent claiming to have disposable income to spend on themselves. So, if they’ve never been known to save, how do they have money to burn?
There are a couple of factors to take into account, such as 20-year-old compulsory superannuation, massive appreciation in property prices in the early part of the past decade, less financial obligations since the kids left home, and 84 per cent of boomers have delayed retirement as Australia sees a rising trend in semi-retirement.
Facts and figure aside, detrimental to understanding this age segment is the attitude paradoxes we unveiled in our research. A few key insights worth sharing include statements such as: ‘Don’t call me old but do let me know it’s for people my age’; ‘I want to be informed but I don’t trust authorities’; ‘I never save but I have money to spend’; and, ‘I’ve got more money to burn but I’m watching my pennies’.
So what do boomers spend their time and money on?
Their quest for lived experiences is high on the agenda with adventure and freedom at the core of their new phase in life. Coupled with more free time, many boomers are reaching their 60s and transitioning into retirement. They no longer have the 9am to 5pm burden and realise they can’t wait forever to achieve their bucket list.
Boomers travel more than any other age group. While Australians are still travelling overseas in record numbers, the older baby boomers prefer to do their travel locally (61 per cent have travelled domestically in the past 12 months).
Boomers are also investing more time and money into extended holidays to fulfill travel dreams – there’s been a 29 per cent lift in flights over the past year with no return date.
With this in mind, here are a few key take home tips on marketing to boomers that will impact on the way we communicate with them.
1. Segment the audience
As the audience is large and filled with conflicting attitudes and behaviours, it’s essential to segment the audience by financial and physical freedom and independence as opposed to age alone. During research, interrogate the notion of independence. However, independence means different things to people at different stages of their life.
2. Give it to them straight
Pay attention to the nuances of language. Be aware of sounding preachy or condescending. Although they want to be inspired lay off conceptual statements and remember to tell them straight exactly what it is you are selling and what you want them to do.
3. Use likeminded people to tell the story
They have a history of defying authority; they don’t trust advertising and have lost faith in experts. They respect the opinions of like-minded people who understand them, for example, boomer icons or customer testimonials.
4. Avoid clichés and pitch it ‘younger’
Steer clear from the world of ‘stock imagery’, filled with clichés. They don’t appreciate the way they are currently depicted. Although this is in part due to the fact they see themselves as younger than they really are. When considering people to represent the target always show those on the younger more aspirational end of the target audience.
Image Credit: Nacio Jan Brown
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.