Marketing to Boomers
Keep in mind there is not a typical boomer; however, there are commonalities. It is helpful to understand the similarities and to respect the differences when working with boomers. Here are some key points to consider:
Emotion-driven message. Boomers tend to focus on how a situation makes them feel. Their responses are based on their total life experiences.
To effectively market to boomers
1. Understand their perspective
2. Account for aging changes
3. Add emotional value, if needed
Other factors affecting marketing
• Finances, employment
• Social structure
• Health changes
As a note, boomers’ top concerns tend to be outliving their assets, maintaining their independence and their own health and safety issues. If you can direct your message with that in mind, your work will be much easier.