Why are Baby Boomers largely ignored by advertisers and marketers?

In the US it is estimated that as little as 5% of advertising dollars are targeted at adults aged 35 to 64 years (Steimer, 2017), and this could be likened to Australian advertising spending patterns.

In Australia, typically advertisers and marketers focus their efforts on the younger generations of X and Y, yet Baby Boomers are the wealthiest accounting for 23% more in savings and investments than Generation X, and 96% more than Generation Y (Roy Morgan, Sept 2016).

Boomers are still spending with 609,000 planning to buy a new vehicle for their next car, of which 162,000 are preparing to purchase within the next 12 months (Roy Morgan, Sept 2016).

In addition to car purchasing, 2.5million Boomers are planning a long trip in the next 12 months, and 1.8million would like to holiday overseas (Roy Morgan, Sept 2016).

How to capture this lucrative market? Boomer’s media habits are similar to the general population, though they are more likely to read newspapers (local and metro dailies), magazines, watch free to air TV and read DM.

Their online usage is on par with the population meaning 91% have used the internet in the past 7 days (Roy Morgan, Sept 2016).

Implications for marketers include seizing this opportunity!

Boomers are ready to spend and there is little competitive clutter as few advertisers are targeting them, therefore making them a very cost effective group to go after.

Contact Evergreen to increase the effectiveness of your communications

Skip to content