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Marketing to Baby Boomers: Today’s Tidal Wave

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The Baby Boomer Tidal WaveIn a 2012 report, the Nielsen Company references Baby Boomers as today’s marketing tidal wave.  As with any ocean wave, this population group is vibrant and tirelessly moving…with or without the marketers and their buying projections.


Ignore the purchasing power of Baby Boomers at your peril!  Let me tell you who we are:

1. We are one third of the population.  The Nielsen Report shows that there are currently close to 100 million people who are in the 50 + age.  And, for the most part, we have established jobs and disposable income burning a hole in our pocket.

2. We can say “we were there when”.  Whether it was the birth of rock and roll, hippies and the peace movement, or we were the reason the birth control pill was invented…Boomers were there.  And, as Nielsen reports, as consumers we proved to be:

  • lovers of media
  • optimistic
  • and self-indulgent

3. Believe it or not, we are still growing!  According to the report, “Between now and 2030, the 18-49 segment is expected to grow +12%, while the 50+ segment will expand +34%.”  This is due to the Generation X population (born between 1965 to 1976) joining our consumer ranks.


Does this impact the online market?

Baby Boomers were born in a time of optimism and growth following WWII.   They became accustomed to affluence and purchasing power and when technology exploded they embraced it.  Never fearing these advances, when the internet came into existence Baby Boomers took to it like the proverbial duck to water.

  • The first credit card was created in 1950.
  • The first Baby Boomer turned 18 in 1964.
  • Then, according to Wikipedia, in 1995 the internet was commercialized and online shopping became a buzzword.

Conclusion: Baby Boomer + credit card + internet = HUGE potential!


Perhaps a little fearfully at first, Baby Boomers soon started taking over the online community in so many ways.

  • Whether to search in surprise at what was available
  • To purchase unique products they may not find in the “old home town”
  • To attend school online
  • Or check out their next travel destination…

…the Baby Boomer tidal wave had crashed on the internet shore!

And now?  There is a proliferation of Baby Boomer websites which include online stores, blogs, and specific communities targeted directly at this massive and affluent generation.  You see, Baby Boomers know they are a market and are quite willing to market to one another if no one else will.

Are you a marketer that has overlooked this group?  Probably time to re-work that business plan if you want to cash in with this group.

Are you a Baby Boomer wondering how you can get in on this wave?  Check out my review of Wealthy Affiliate and get two FREE websites with FREE training.  Put your credit card away and join us.


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Let me know what you think about the Baby Boomer market in the comments below.  Would love to hear from marketers and Boomers.  Thanks for reading.


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  1. I just want to mention, that baby boomers are 1/3 of the population in the US alone. If you are marketing to an English speaking Audience, there are far more people than just 100MM (If that wasn’t enough) that you can reach through your baby boomer promotions within the online world.

    These sort or numbers should get any business owner excited and looking to find an entrance into this audience.

    I absolutely agree that if you own an online business or are looking to create a business and you are not catering a portion of it to the baby boomer generation (or in many cases all of it), you should be doing so at your own peril.

    • Man, you do get around. Thanks for stopping by, Kyle. I’ve been spending a lot of my time connecting with this niche via social media and am getting some nice responses. Will continue with that as I’m starting to get some shared as well. I agree that this is a huge niche and combine that with the quality content you guys promote I know I’m going to start drawing more attention. Take care.

  2. Rick,
    These are some great facts!! I find that I train more Baby Boomers on Social Networking sites then any other group of people. I think I’ll take your advice along with Kyle’s and maybe start putting together some Social Media Training for the Baby Boomers. I absolutely love working with them.
    Thanks for opening my eyes to the need there is out there.

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