How to Do Baby Boomer Marketing: Tactics, Formats & Messaging

Brands have plenty of opportunities to market to baby boomers. But the tactics that work for younger generations won’t fly with 60+ consumers.

To reach and convert this demographic, you need to know where to find your target audience, which formats to use, and how to craft your messaging.

I’ll walk you through how to create successful campaigns with a little help from our agency’s generational marketing data and examples from brands that are doing it right.

Key Takeaways

• Baby boomers overwhelmingly prefer organic marketing to paid tactics.
• Video, email, social media, and blog content tend to resonate with baby boomers.
• Baby boomers often require more time and trust when making buying decisions.

What Is Baby Boomer Marketing?

Baby boomer marketing is the process of promoting your brand, product, or service to customers in the baby boomer generation (i.e., born between 1946 and 1964).

Brands use this type of generational marketing to reach baby boomers across channels ranging from social media and video marketing to email and content.

The most effective campaigns for this target market take into account the generation’s defining characteristics, including their purchasing habits and where they spend time. Baby boomers:

• Spend most of their media time online. Baby boomers spend 55.6% of their media time consuming digital content on social media, blogs, and connected TV. This percentage has nearly doubled since 2013.
• Are more likely to use social media than you might think. More than half report using Facebook (59%) and YouTube (65%), but they’re less likely to use Instagram and X.
• Control the largest share of wealth in the U.S. Their assets total more than $80 trillion, which equals almost half (48%) of the nation’s household wealth.
• Have substantial spending power and disposable income. Overall, baby boomers’ spending totals nearly $2.5 trillion, second only to Gen X and well ahead of both millennials and Gen Z.

Formats That Work Best for Baby Boomer Marketing

To connect with this generation, you need to know which marketing channels and formats baby boomers prefer. Our data shows that they engage most with email newsletters and videos (both long- and short-form).

While blog posts and social media posts (both text- and image-based) also work well, webinars and podcasts tend not to resonate with this audience. Let’s take a closer look at the top formats for targeting baby boomers.

Email Newsletters

Whether you want to educate subscribers, get support for a worthy cause, or make a sale, email marketing is a smart choice for a 60+ customer base.

For example, brands like Eileen Fisher regularly send emails that use clear language and straightforward imagery.

You won’t find any slang or clever terminology here. Just simple descriptions of each collection or item, along with classic photos to illustrate.

While Eileen Fisher strikes a balance between text and images, your brand doesn’t necessarily have to do the same. Baby boomers won’t shy away from long-form text content, including lengthy email newsletters.

Long-Form Videos

YouTube is the top social media channel for baby boomers, according to Pew Research Center data.

So it’s no surprise that long-form YouTube videos tend to perform well with this demographic.

This Prudential YouTube video is a great example of content that appeals to baby boomers by shining a positive light on this demographic.

The video alternates between animated segments and customer interviews, weaving a story about a globetrotting retiree developing a smart income strategy.

Short-Form Videos

Due to their time limits, short-form videos have less capacity for storytelling.

The best short videos for baby boomers hook viewers right away and showcase products without being overly salesy.

For example, this Ilia Beauty Instagram reel features a mother-daughter duo walking viewers through their makeup routines. The caption includes product details, making it easier for viewers to browse and buy.

Blog Posts

Long-form blog content tends to perform well with this demographic, especially when it covers topics of interest.

Healthcare access is top-of-mind for baby boomers, garnering much more interest than other newsworthy topics like climate change and mental health.

AARP and its partner sites regularly publish content tailored to retirees. For example, this Sisters from AARP article shares benefits of walking backward and tips to do it safely.

Social Media Posts

Next to YouTube, Facebook is the most popular social media platform for people ages 65+, according to Pew Research Center data.

To appeal to baby boomers on Facebook, social media marketers should focus on image-forward content that creates a positive picture of both the consumer and the brand.

For example, this Walmart Facebook post shows a baby boomer employee modeling new products. The caption keeps the messaging simple, directing customers to shop on the store’s website.

Both image and text posts tend to resonate with baby boomers and make for successful Facebook marketing.

For example, this Facebook post by Rick Steves’ Europe details the travel company’s Munich itinerary. Many of the images feature baby boomer travelers, making the trip’s target demographic clear.

9 Best Practices for Marketing to Baby Boomers

Using the right formats is just the beginning. Here are nine best practices I’ve learned from marketing to baby boomers.

1. Optimize for Mobile and Desktop

While younger generations tend to be mobile-first, baby boomers use both mobile and desktop devices.

Mobile devices have become increasingly popular for older demographics. 61% of Americans ages 65+ now own smartphones, and 44% own a tablet.

However, desktop devices are almost as common. 72% of Americans ages 50+ own a laptop, while 50% have a desktop computer.

To create video content that works across devices, optimize for sound off. Add captions or on-screen text overlays so your audience can watch videos from any device, even with the volume down.

2. Use Age-Appropriate Language

Age can be a touchy subject for all demographics.

But with marketing campaigns for baby boomers, it’s particularly important to avoid using any age-related language in a negative context. That includes:

• “Old”
• “Elderly”
• “Senior”
• “Retired”
• “Boomer”

To find language that resonates with your target market, do audience research.

Comb through your social media comments, email responses, and customer support calls.

See how your customers talk about themselves. Then, incorporate their language into your marketing.

3. Showcase the Value of Products and Services

Compared to other generations, baby boomers are much less likely to make buying decisions based on personal ethics or a brand’s authenticity.

According to SAP data, their top three buying decision factors are quality, performance, and price — by far.

To convert baby boomers, focus on showcasing the value your brand provides. Better yet, I’ve found it helpful to add extra value by offering special discounts or loyalty programs.

For example, T-Mobile offers mobile phone plans tailored to customers ages 55+, which offer a 45% savings over competitors AT&T and Verizon.

4. Prioritize Organic Strategies

When you want to expand your customer base quickly, investing in pay-per-click (PPC) ads or paid social might seem like the right move.

While advertising can certainly work for baby boomers, paid content is less likely to be effective. Compared to other generations, baby boomers are less receptive to advertising.

Just 12% feel positively about ads, according to WARC data. This is much lower than the 47% cross-generational benchmark.

Instead of focusing on ads, I recommend prioritizing organic tactics like content, email, and video marketing.

5. Invest in Search Engine Optimization

Search habits are evolving for younger generations, with many Gen Z and Gen Alpha consumers using social media platforms and artificial intelligence to find brands, products, and services.

However, baby boomers prefer traditional search engines.

To drive discovery among consumers 60+, I suggest investing in SEO.

Optimize website content for full-length questions and detailed phrases. And prioritize text-based articles over video.

When baby boomers arrive on your website, give them the straightforward content they’re looking for. Don’t expect them to interact with chatbots or AI-powered tools.

6. Build Trust in Your Brand

To appeal to baby boomers, you have to get them to trust your brand.

This might sound counterintuitive. But one strategy where I’ve found success is toning down personalized marketing efforts.

Unlike other generations, baby boomers value personalized marketing less. Only 25% consider personalization important.

Plus, members of this generation prefer not to share their data. Just 20% of baby boomers are comfortable with brands collecting and using their data.

My recommendation? Keep behavior-based marketing tactics and remarketing to a minimum.

7. Create Social Proof

Social proof is a powerful tactic for every demographic.

It essentially convinces consumers to adapt their behavior based on what everyone else is doing. And it also builds trust and brand loyalty.

Social proof can come in several forms, including customer reviews, user-generated content (UGC), industry awards, or influencer mentions.

When you want to attract baby boomers, use a format that appeals to them. For example, Viking River Cruises hosts a UGC portal that invites customers to share photos of their travels.

The result is #MyVikingStory, which has thousands of photos of older travelers adventuring in far-flung locations.

8. Anticipate a Lengthy Buying Cycle

The more trust you build with baby boomers, the easier time you’ll have guiding them to a conversion.

While younger generations might not think twice about an impulse purchase, older demographics are less likely to make snap decisions with online shopping.

Just 34% of baby boomers report making at least one impulse buy on social media.

Don’t plan to convert these shoppers right away. I recommend using email newsletters, blog content, and video content to nurture this demographic over time.

And if your brand offers both ecommerce and retail, focus your efforts on the latter. According to CBRE data, 84% of baby boomers prefer in-store shopping.

9. Don’t Overdo Marketing Sequences

While younger generations might not mind an endless stream of marketing messages, baby boomers can get overwhelmed by constant notifications.

In fact, 81% of baby boomers report receiving too many emails, according to Litmus data.

Instead of going for maximum volume, send fewer messages and make each touchpoint more valuable.

Give subscribers a reason to take action now. For example, share limited-time offers or promote irresistible benefits.

Then, skip the follow-up message to reduce email (and brand) fatigue.

Conclusion

Like any demographic, developing successful marketing strategies for baby boomers requires learning the right tactics, channels, and messaging.

But testing new channels and content takes time, budget, and patience.From SEO and content marketing to social media and email marketing, I’m here to help. Contact our agency to learn more about our organic marketing services.