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How To Market Your Brand To The Baby Boomer Generation

Stacy Jones
Stacy Jones
April 9, 2018 at 9:01 AM

3 minute read

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.

 Market Your Brand To Baby Boomers

Who IS The Baby Boomer Generation?

According to history.com "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 conservati

ve 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.

Marketing To Baby Boomers.png
How Product Placement &  Co-Promotional Marketing Works

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

  • Jerry Seinfeld
  • George Clooney
  • Bill Murray

Celebrity invite to brand event ebook

Musicans Who Are Baby Boomers

  • Stevie Nicks
  • Natalie Cole
  • Bruce Sprinsteen

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

Topics: Celebrity Partnership, Creative Content, Product Placement & Branded Content, By Generation

Stacy Jones

Written by Stacy Jones

Stacy Jones, Hollywood Branded's founder and CEO, has over twenty six years of leadership experience building global entertainment branding campaigns for top Fortune 500 companies and hundreds of brands. Her career started after receiving her BFA in Theater Production & Scenic Design from the University of Arizona. Acknowledged as an expert in the field, she has appeared on CNN and MSNBC; spoken at conferences around the globe from Germany to Beijing; and has been featured in Forbes, The Wall Street Journal, The Hollywood Reporter, Financial Times, The Economist, Brandweek, Advertising Age, Variety, B&C and Mediaweek amongst others. Originally from Texas, you will still hear her ya’ll as she gathers the team for strategy planning sessions. Like all true entrepreneurs, Stacy is an adventurer at her core – having sky dived, hang glided off bi-planes, swam with crocs while rafting the Zambezi in Africa, photographed grizzly bears in Alaska, trekked Mayan ruins in Belize, explored the ocean as an avid scuba diver, and who loves owning an advertising agency where she swims with a different type of Hollywood shark on a daily basis.


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