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How to Market to 450 Million Baby Boomers: A Personal Perspective

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Market to 450 million Baby Boomers

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To be frank, I did not know that I belonged to a group of over 450 million people worldwide, but I did know that marketers want to know how to market to us, sometimes regardless of means.  Although I’m not from the United States, I did know that there are over 77 million Baby Boomers in that country alone.

Here’s a few other things I didn’t know:

  • Roughly 10,000 Baby Boomers will turn 65 today in the U.S. alone
  • There are almost 7 billion people in the world
    • Baby Boomers make up 6.5% of them
  • We are still credited with spending over $2 trillion worldwide

What an influential group to belong to.

Want some insights on how to market to us?

Remember Where We Came From

Baby Boomers were born after the Great Depression, from 1929 to 1939 and also after World War II, from 1939 to 1945.  Then, commencing in 1946 and going to 1964, millions of babies were born and thus was created the generation that came to be known as the Baby Boomers.

As we burst onto the world stage the economy took an upswing and our lives at home were broadcast on radio and television waves.  Baby Boomers grew up seeing the world on the tube and began acting from our “freedom” with such events as peace walks, hippies, and “bugs”.

We quickly enjoyed the pampered and self-indulgent lives…if such a thing exists when you have siblings that number in the half to full dozens.  Bulk buying power became the norm at home, as did hand-me-downs and the 6:00 news.


Who (Or What) Did We Become?

Baby Boomers may have begun their careers in the mail room but we quickly moved into the ranks of middle and upper management.  We became the visionaries and dignitaries of the brand companies that were created for our money and pleasure.

Here’s a snapshot of a typical Boomer’s life:

High School==>Post Secondary==>Career for Life


The growth of universities, multi-million dollar businesses, and even marriage and divorce can be attributed to Baby Boomers growing and flexing their “societal-muscles” as we set the tone for “the accepted way to do things”…at least for our generation.

We bought

We fought

We innovated

We enjoyed

Whatever you may think of us Baby Boomers, you must recognize the incredible influence and affect we have had on society.  This has led to…


What We Want Now

Hopefully you’ve received a few insights about us, who we are, and what we’ve done…because that will show you what we plan to do as we move to retirement.

Baby Boomers are being blamed for adding a strain on our health care system and putting pensions in jeopardy.  That can be the subject of another debate but suffice to say that we recognize our responsibilities and, while desirous of our retirement funds, we are not relying solely on traditional pensions or investments.

But, right now, not only myself but other Baby Boomers are:

  • Traveling
  • Dating
  • Making money online
  • Saving the world
  • Joining retirement communities
  • Planning our retirements
  • Going back to school
  • Consulting at work
  • Gardening
  • Getting fit
  • Eating better
  • Developing our hobbies
  • Buying fancy cars and RV’s
  • Genealogy
  • Being entertained
  • Spoiling our pets
  • Writing
  • Taking pictures
  • Taking care of our kids and parents…at the same time
  • Learning how not to be scammed


There are 20 ideas for all the marketers out there who want a “piece of the Boomer pie”.  We may be known as affluent but we’re also known to be thrifty and smart…after all, look at where we came from.

If you’re a Baby Boomer and would like to join an online community, I invite you to join me at Wealthy Affiliate University; the price starts at free and the training is phenomenal.

Thanks for reading.

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