Blog

Editor’s note: Best Ways to Message Generations, From Baby Boomers to Gen Z was #1 in organic search in 2023. While it presents a really interesting and detailed comparison of how each generation — from millennials to boomers — responds to marketing messages, especially those presented on digital platforms, we’ve updated and streamlined the article to focus exclusively on older adults who fall into the boomer generation.

“Skip” and “groove” in the title here is meant to impart a record album — because talking about boomers, invariably, invites ALL the stereotypes … the biggies being Woodstock, music, hippies, peace signs, and protest movements. But there’s a lot more to it, man. Born between the years 1946 and 1964, this generation is like a cultural kaleidoscope.

So now, in the present day, what are some similar cultural traits, values, and preferences that make a boomer a boomer, and how might that help us in our omnichannel marketing efforts?

Energize your campaign for the 60+ crowd

Baby Boomers came of age during a seismic shift in culture, making them the original rebels with a cause. Here’s how they stand out, and how you might weave these characteristics into a harmonious omnichannel campaign.

This is adapted from the image posted on Kasasa Blog.

Forever young, forever nostalgic

While they may have grown up, baby boomers tend to be youthful at heart. Nostalgia is their secret weapon. Try transporting them back to the “days when things were undeniably better,” and you may strike marketing gold. How?

Tune into the classics: Who doesn’t love a good, classic tune. Consider dropping lyrical references from iconic songs into your marketing campaigns. (This might sound a little twee, but it’s a real thing. I took a deeper dive into this “visual earworm” technique in this post.) There are no licensing fees associated with getting a classic song into your prospect’s ear!

Lean on TV: Along with nostalgic value, comfort, and ease of use, boomers often find TV (and radio) to be more reliable and trustworthy than newer (and perhaps less regulated) information sources. Provide detail-rich content, such as testimonials, along with easy-to-use response vehicles like phone numbers and URLs — and ooh, don’t be afraid of the QR code!

Age of Aquarius activism

Baby Boomers were often the foot soldiers of rebellion and change during the tumultuous ‘60s. Plus, they had a front row seat for Earthrise, that profound first photo of the earth taken from the moon. Today, their unique worldview enables many boomers to remain champions of issues such as climate change and sustainability. But where and how can we reach them most easily?

“Earthrise,” the image that became iconic. (Image credit: NASA)

• We are family — online: Platforms like Facebook and YouTube tend to be boomer stomping grounds, where they can join special-interest groups, connect with old friends, share memories, and yes, even discover Medicare plans with valuable benefits.
• With a little help from their friends: Tap into boomers’ appreciation of community support, kindness, unity, and understanding with local event sponsorships that promote relationship-building and interactive opportunities.

“Stand by me” relationships

A lot of boomers grew up together in larger families and shared friendships. Today, they value support and loyalty in their dealings with others, and they still have strong family values and prioritize their interpersonal bonds. What does this mean for you?

• Let it be … highly personal: Keep that loving feeling by stressing in-person interaction. Emphasize seminars and workshops that are detailed and informative, where attendees can ask questions and get immediate answers.
• Is there a letter in your bag for me? Utilize personalized direct mail and regular, detailed email streams. Craft tailored messages about health tips, retirement planning, travel destinations, or hobbies.

Marketers’ quick guide to the generation galaxy, boomer edition

So, what differentiates boomers from Gen X, millennials, Gen Y, and Gen Z — and how can marketers tap into unique boomer vibes and meet them where they are? Let’s get the obligatory Austin Powers dance out of the way, then dive in. (Come on, you want to see it, just a little.)

Differences in particular generations, shaped by their respective circumstances, have always existed throughout history, although some differences are more quantifiable than others.

Neil Howe and William Strauss took a deep dive into generational theory in 1991, suggesting that history follows a repeating cycle of generations, each with distinct attitudes and behaviors, which shape society in predictable patterns over time.

Naming and segmenting generations help sociologists and historians understand and explain cultural shifts, social changes, and historical events’ impact on different age groups. Boomers were one of the first generations to be extensively studied and named due to their size and economic impact.

So how do boomers fit in? Or … not?

• Boomers, along with millennials, often value the views of their peers when making decisions – they just get it in two different places. Millennials, online; and boomers, in person or on Facebook.
• TV shaped boomers’ lives in a lot of cases (along with those of Gen X). Many loved TV then, and still do. It’s how they were entertained, informed, and educated.
• Boomers can feel somewhat overburdened by advertising. Afterall, they’ve seen a whole lot of it, since they first nestled in front of the TV to watch “Captain Kangaroo” (see above).
• Many boomers are not particularly brand loyal, in contrast to Gen X and millennials.
• Boomers often prefer a calm, safe approach in advertising. Authenticity and real-world situations they can identify with appeal to them the most. (Gen X has a similar preference.)
• Boomers, along with Gen X, value diversity, independence, and eclectic tastes. They tend to favor companies that reflect diversity, and acknowledge that every consumer is different. In fact, 70% of Baby Boomers think companies should have inclusive marketing, all or some of the time.
• Boomers tend to have smaller networks, favor quality over quantity, and carefully scrutinize people and connections before “friending.” A marketing approach that emphasizes retention would likely be highly valued.

And, that’s a wrap. Data-driven research to understand and leverage generational preferences can go a long way to building trust and demonstrating the value of your boomer-focused proposition. And you won’t need an astronaut suit or go-go boots to get there.

Just remember, you’ve got a friend in DMW’s 40 years of Medicare marketing experience to guide you, whether it’s a small step, or a giant leap in the design of your next winning campaign. Call us today.