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A fast web search of child boomer stereotypes will inevitably return some frequent, and infrequently unfavorable, narratives. However simply what number of, if any, of them are literally true? Child boomers are one of the vital numerous audiences round, so what’s truth and what’s fiction. We’re right here to set the file straight.
Who’re child boomers?
Born between 1946 and 1964, child boomers have been raised throughout a time of financial prosperity, optimism, and social change. Now of their late 50s to 70s, child boomers characterize a various group of individuals – some are nonetheless working or have youngsters at dwelling, whereas others are retired and seizing the day.
As with all era, there are stereotypes which encompass boomers, however we’re solely within the info. So, after crunching the numbers, right here’s 10 child boomer traits value realizing – in response to actual client information.
High 10 child boomer traits
They’ve received money to splash
Boomers are nonetheless very a lot part of the workforce
Their social media footprint is rising
Extra boomers are shifting in direction of content material creation
Child boomers are extra tech-savvy than you might assume
Present promoting doesn’t resonate nicely with them
Boomers are advocates for the atmosphere
Child boomers need manufacturers to be genuine and conventional
They’re avid avid gamers
Child boomers are a happy-go-lucky bunch
1. Child boomers have gotten the money to splash
Child boomers are stated to be the era who have been in the precise place on the proper time, making them the wealthiest era on the planet. This wealth, mixed with the liberty that comes with a later stage of life, means they’re capable of splurge greater than youthful customers.
Globally, in comparison with Gen Z, child boomers usually tend to say they purchase new merchandise on-line every week, personal a bank card, and have excessive buying energy.
They’ve money stashed away too. Over 4 in 10 child boomers who lower your expenses say their present monetary reserves would cowl fundamental dwelling bills for six months or extra.
Not solely that, however they even share fairly comparable spending behaviors with their youthful counterparts. If we take a look at what Gen Z and child boomers are planning on shopping for within the subsequent 6 months, a trip is on the high of each their lists.
When tapping into child boomers, manufacturers ought to transfer past assumptions and stereotypes and attraction to their pursuits and values. This era has robust buying energy, however entrepreneurs want to grasp their wants primarily based on actual client information.
2. Boomers are nonetheless very a lot part of the workforce
Entrepreneurs usually painting child boomers having fun with carefree retirements; some are, however it’s not consultant of the entire era.
Removed from placing their ft up, nearly 4 in 10 child boomers are both in full-time employment or are self-employed.
Whereas it’s honest to counsel that some are nonetheless working to provide themselves a cushion for retirement towards the rising price of dwelling, round a fifth describe themselves as formidable and career-focused; they often get pleasure from working. Almost 8 in 10 are glad with their present job, whereas retired customers on this era are simply as seemingly as their working counterparts to explain their psychological well being pretty much as good or glorious.
Amongst those that are glad with their job, our analysis highlights the significance they place on setting robust targets – they stand out for saying they’ve a transparent understanding of their private targets and the corporate’s technique.
As child boomers have been working for longer than youthful generations, they maintain a wealth of data which corporations will wish to cling onto for so long as potential. Our analysis not solely helps entrepreneurs higher perceive the right way to painting this era, but additionally provides companies a heads up on the right way to maintain child boomers comfortable within the office.
3. Their social media footprint is rising
Gen Z are sometimes criticized for spending an excessive amount of time on their telephones, however out of all generations, child boomers are those spending more and more extra time on social media.
Over the past two years, the period of time they spend on social media has grown by nearly 10 minutes, whereas Gen Z time fell 12 minutes.
As platforms shift their focus to quick kind, visible, and video content material, child boomers are maintaining with these traits. As you could have guessed, Fb is their favourite platform, however the variety of boomers who usually use Instagram and TikTok is climbing. And with that, comes some fascinating shifts in conduct…
4. Extra boomers are shifting in direction of content material creation
It most likely gained’t come as a shock that content material creation remains to be extra widespread amongst Gen Z than child boomers.
However the variety of boomers who’ve shared their very own weblog publish or video within the final yr has grown 11%, whereas the variety of Gen Z who’ve has fallen by 12%.
As older customers more and more have interaction with social media, they’re additionally shifting into content material creation. And it’s making a buzz, not simply amongst their friends, however youthful audiences too.
Fitness center Tan is an efficient instance right here. The 60-something TikToker has over 190,000 followers and has gained recognition for her vogue and sweetness movies. Demonstrating her affect, final yr a gown Fitness center wore in certainly one of her movies rapidly offered out on Abercrombie & Fitch’s web site after gaining publicity from her modeling it on TikTok.
Now, manufacturers are starting to take discover as extra corporations attain out to older influencers to kind partnerships.
5. Child boomers are extra tech-savvy than you might assume
It’s usually assumed that older generations lack technological confidence in comparison with their youthful counterparts, however it seems boomers are literally fairly large tech adopters.
Whereas generational tech confidence gaps exist in some markets, the narrative fluctuates worldwide.
Child boomers in a number of international locations truly preserve stronger tech confidence than the overall inhabitants.
In markets like France, Greece, and Spain for instance, boomers are much less seemingly than the common inhabitants to say they’re assured utilizing new expertise. However for boomers within the likes of Turkey, Sweden, and the UAE, the other is true. Simply one other reminder that among the traits of this era might do with a rethink.
6. Present promoting doesn’t resonate nicely with them.
One other child boomer attribute is that they really feel promoting is lacking the mark. The tech firm CreativeX analyzed 1000’s upon 1000’s of world advertisements and located that simply 4% of these solid in them have been aged 60 or above.
As such, they’re the era least prone to really feel promoting is consultant of them, and the least seemingly to purchase from manufacturers they see marketed too.
Many advertisers can fall into the entice of portraying stereotypes in relation to representing older audiences, which will be inaccurate and dangerous. For instance, a typical stereotype is that child boomers are much less progressive than different generations, which our information proves to be unfaithful.
Child boomers are extra seemingly than the common client to be keen on different cultures, imagine everybody ought to have equal rights, and even that immigration is sweet for his or her nation – particularly in markets like South Africa, Croatia, and Portugal.
That is the place manufacturers could also be coming unstuck with this viewers. The extra represented customers really feel, the extra responsive they’re prone to be to manufacturers which have made an effort to resonate with them.
7. Boomers are advocates for the atmosphere.
If we requested you to consider advocates for the atmosphere, you’d most likely image a youthful viewers.
However child boomers are literally 14% extra seemingly than Gen Z to be keen on environmental points and 65% extra prone to say they at all times recycle.
So the previous stereotype that child boomers don’t care in regards to the atmosphere is inaccurate.
Having grown up earlier than the proliferation of single-use plastics, boomers’ formative habits lend themselves nicely to eco-conscious decisions. Within the US, they’re extra seemingly than the common client to buy seasonal produce, restore their garments the place potential, and reuse issues like luggage.
Whereas activism captures headlines, boomers’ on a regular basis actions quietly transfer the needle on inexperienced dwelling.
8. Child boomers need manufacturers to be genuine and conventional.
It’s not simply Gen Z in search of model authenticity – boomers need it too, significantly these within the Philippines, Poland, and Thailand. So manufacturers ought to bear this in thoughts when focusing on boomers in these markets.
It’s not simply authenticity child boomers need from manufacturers. Being conventional and dependable are additionally necessary qualities.
Boomers’ need for manufacturers to be conventional provides corporations with heritage the chance to double down on this attribute of their advertising and marketing when partaking with this viewers.
In the end, child boomers wish to purchase from reliable corporations. It’s why issues like an organization’s eco credentials matter; child boomers search for manufacturers that assist native suppliers and prioritize environmental duty.
9. They’re turning into avid avid gamers
Child boomers won’t match the everyday gamer demographic, however their gameplay time has seen significant progress – growing 5 minutes a day on common within the final two years (+22%).
Simply to place this into perspective, Gen Z nonetheless play video games for an hour extra day by day, however this determine has truly dropped by 10 minutes over the identical interval – whereas boomers’ playtime has continued to rise.
With regards to most popular gaming genres, puzzles lead amongst child boomers, however shooter and action-adventure titles intently comply with in recognition. So whereas they nonetheless desire a slow-paced puzzle, don’t rely boomers out of intense, fast-paced video games simply but.
10. Child boomers are a happy-go-lucky bunch.
With regards to values in life, child boomers’ high worth is having a constructive perspective; they’re 9% extra prone to say this than the common client. Their psychological wellbeing is fairly robust too.
Within the US, 9 in 10 child boomers fee their psychological wellbeing as being good or excellent, which is considerably increased than youthful generations.
Though child boomers have good psychological well being, they aren’t actually into self-care merchandise, over a 3rd of the era don’t purchase them, in comparison with simply 12% of Gen Z. Child boomers usually tend to say spending time with family and friends is their type of self-care, so in relation to manufacturers partaking with them or depicting them in campaigns, they need to lean extra into their positivity and social connections.
The underside line
There’s way more to child boomers than outdated stereotypes could counsel. As a various group with vital spending energy and affect, manufacturers ought to pay shut consideration to really understanding this viewers.
Whereas the following era grabs headlines, child boomers are redefining what it means to be 50+ within the trendy world. By recognizing child boomers’ range, aspirations and buying energy, corporations have a possibility to construct robust model loyalty with this demographic.
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