How To Market Your Brand To The Baby Boomer Generation


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Post World War 2 Babies

Baby boomers were born during the post World War II baby boom, between the years 1946 and 1964. This includes people who are now between 54 and 72 years old in 2016.  This generation is an entirely different one to market to than any other - being more conservative and with hard lined opinions ingrained on their decades of experience in life.

This generation is not shy to tell you their opinion, research (to death) what they may be purchasing and is certainly more tech savvy than they are given credit by their children for being. In this blog, Hollywood Branded takes a deeper look at how to market your brand to the Baby Boomer generation, and the actors and musicians they favor.

 How To Market Your Brand To The Baby Boomer Generation

Who IS The Baby Boomer Generation?

According to "More babies were born in 1946 than ever before: 3.4 million, 20 percent more than in 1945. This was the beginning of the so-called “baby boom.” In 1947, another 3.8 million babies were born; 3.9 million were born in 1952; and more than 4 million were born every year from 1954 until 1964, when the boom finally tapered off. By then, there were 76.4 million “baby boomers” in the United States. They made up almost 40 percent of the nation’s population."

This is the group that grew up with "The Mickey Mouse Club", saw the advent of bandstand and Rock 'n Roll - including poodle skirts, and fell in love with Elvis Presley and later screamed for The Beatles.  And they became massive consumer buyers - more than making up for what their conservative and more wallet-tight war-worn parents didn't spend.

This is also the group that marched for equal rights, fighting for political, social and economic equality for any disadvantaged group, race or gender.  Martin Luther King.  Anti-war in Vietnam.  And the hippie movement began - and ended with this generation.

Today, the aging baby boomer has more disposable income than any other generation. And for all of their independence, they are finding that their millennial aged children and grand children are not leaving the nest.  And while they are aging and becoming a secondary market, they are still GREAT for brands to market to.  Take a look at another of our blogs on how to use product placement with the Baby Boomer generation.

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Baby Boomer Facts - Senior Citizens Need Not Apply These Guys Have Energy

Here are some great facts about Baby Boomers from Senior Advisor and a Google survey.

  • 78% of Baby Boomers love the internet, with 1/3 of them calling themselves "heavy internet users".
  • 10 million Baby Boomers are foreign-born - which means marketing to them typically takes a slighty more conservative financial edge.
  • They are smart. Which means savvy. And the internet they love helps them stay connected and be even more savvy and aware.  
  • They LOVE research.  Trust us.  We've seen a Baby Boomer mom spend three weeks researching the perfect washer and dryer - including Consumer Reports and trips to Sears, Best Buy, Home Depot and who knows where else.  They have the time to spend and the inclination to make sure what they are buying is a good deal. 
  • High pressure sales work.  Think Timeshare tactics.  There is a reason the Baby Boomer is the #1 time share purchaser. Again we know this from personal experience.
  • 79% like store brands just as much as name brands - there is that economically conservative to consider.  So you need to prove why a name brand means "better."
  • 59% of boomer parents financially support adult children aged 18 to 39.

The Music For Marketing Your Brand By Generation

Actors Who Are Baby Boomers

The Baby Boomer generation has not only been influenced by the music of their time, but also by the iconic actors who have graced the silver screen. Here are some additional actors who are Baby Boomers:

1. Jerry Seinfeld: Known for his iconic television sitcom "Seinfeld," Jerry Seinfeld became a household name with his witty and observational humor. His portrayal of a fictionalized version of himself resonated with Baby Boomers, who found his comedic style relatable and hilarious.

2. George Clooney: With his charming good looks and undeniable talent, George Clooney has become one of Hollywood's biggest stars. From his early breakout role in the television series "ER" to his award-winning performances in films like "Ocean's Eleven" and "Up in the Air," Clooney has captivated audiences of all ages, including Baby Boomers.

3. Bill Murray: Known for his unique comedic style and versatility, Bill Murray has become a beloved figure in the entertainment industry. From his iconic roles in films like "Ghostbusters" and "Groundhog Day" to his more recent critically acclaimed performances in movies like "Lost in Translation" and "The Grand Budapest Hotel," Murray has proven time and time again that he is a true talent.

These actors, along with others mentioned in the blog post, have left a lasting impression on the Baby Boomer generation. Their performances have entertained and touched the hearts of millions, making them cultural icons. Whether it's Jerry Seinfeld's hilarious observations, George Clooney's charismatic charm, or Bill Murray's unique brand of comedy, these actors have become synonymous with the entertainment industry of the Baby Boomer era.

Celebrity invite to brand event ebook

Musicians Who Are Baby Boomers

The Baby Boomer generation has been shaped by the music of their time, and there are several iconic musicians from this era who continue to captivate their audience. Here are some additional musicians who are Baby Boomers:

1. Stevie Nicks: Known for her distinctive voice and mystical persona, Stevie Nicks rose to fame as the lead vocalist of the band Fleetwood Mac. Her solo career also garnered great success, with hits like "Edge of Seventeen" and "Stand Back." Nicks' enchanting stage presence and timeless music make her a favorite among Baby Boomers.

2. Natalie Cole: As the daughter of the legendary Nat King Cole, Natalie Cole made a name for herself as a talented singer in her own right. With her powerful voice and soulful performances, she became known for hits like "Unforgettable" and "This Will Be." Cole's music resonates with Baby Boomers, evoking a sense of nostalgia and emotion.

3. Bruce Springsteen: Nicknamed "The Boss," Bruce Springsteen has been a rock icon for decades. His heartfelt lyrics and energetic performances have made him a favorite among Baby Boomers. Springsteen's hits like "Born to Run," "Dancing in the Dark," and "Born in the USA" have become anthems for this generation, capturing their experiences and aspirations.

These musicians, along with others mentioned in the blog post, have had a profound impact on the Baby Boomer generation. Their music has become a part of the collective memory and continues to resonate with this demographic. Whether it's Stevie Nicks' enchanting melodies, Natalie Cole's soulful voice, or Bruce Springsteen's anthemic rock, these musicians have left an indelible mark on the musical landscape of the Baby Boomer era.

So Want To Engage The Baby Boomer Even More?

Don't make the mistake and discredit this group.  In fact, read our blog on why that would be a giant mistake to make.

For other articles on product placement (we have so many!) check out one of other of our blog posts and also the infographic below.  

If you use the right music to market to your specific consumer, you will naturally develop an automatic and powerful connection that goes back to their youth and memories of happiness.  Each generation has a different sound, a different beat that drives them still to this day, despite the years that might have passed.  Many of these artists may still be performing and available as marketing options beyond music licensing, including music video integration, celebrity appearances at events, tour sponsorship or lyric verbal mentions.  Watch our video to learn which music appeals to each generation!

The Music For Marketing Your Brand By Generation