When it comes to marketing to baby boomers, a lot of brands make the mistake of thinking this generation is past its prime. But the truth is, ignoring them means missing out on a massive generational marketing opportunity.
Baby Boomers still control over 50% of the wealth in the U.S. (Federal Reserve, 2025).
That’s not a stat to brush off.
These are people with paid-off homes, retirement savings, and the ability (and willingness) to spend. In fact, they consistently outspend younger generations in key categories like healthcare, travel, and home improvement.
But it ’s not just about money.
Boomers are incredibly loyal customers. Once you earn their trust, they’ll stick with you—and even recommend you to others.
That influence stretches beyond their own generation too.
In multigenerational households, Boomers often have a say in family purchases, from what car gets bought to where the grandkids go on vacation.
So if you’ve been overlooking this generation, it’s time to rethink your advertising strategy. They’re not a niche. They’re a powerhouse.
Looking to understand how to reach other generations, too? Check out our articles on:
- Marketing to Gen X
- Marketing to Millennials
- Marketing to Gen Z
- Marketing to Gen Alpha
Who Are Baby Boomers?
Up first, we answer when are baby boomers born and what are their key traits and values.
Baby Boomers Age Range
When you’re thinking about marketing to baby boomers, it’s important to understand exactly who you’re talking to.
Baby Boomers are those born between 1946 and 1964, which means they’re currently between 60 and 78 years old.
This generation grew up during some of the most transformative decades in modern history. They saw the world rebuild after World War II. They lived through the Civil Rights Movement, the Cold War, the moon landing, and the early days of computers and the internet.
These events shaped their worldviews and influenced how they shop, what they value, and how they connect with brands.
Boomers were the first true “mass market” generation.
They were there for the rise of television, fast food, credit cards, and suburbia. They helped build consumer culture from the ground up—and they’re still actively participating in it.
They’re also a financial force.
In the U.S. alone, Baby Boomers control 53% of the country’s wealth, which is more than Gen X, Millennials, and Gen Z combined (Federal Reserve, 2025). That means they’re not just an older audience—they’re a powerful and highly influential one.
Baby Boomers: Key Traits and Values
Understanding what makes Boomers tick is the foundation of reaching them effectively. They’re not just defined by their age, but by a shared set of values that still guide their decisions today.
Stability and Loyalty
Many Boomers spent most of their careers working at the same company. That same sense of long-term commitment extends to the brands they buy from. If a brand earns their trust, they’re far more likely to stick with it—especially if it delivers consistent quality and good service.
Self-Sufficiency and Independence
Boomers were raised with a “do it yourself” mindset. They value solving problems on their own, and they appreciate straightforward information that helps them make informed decisions.
They don’t want to be told what to do—they want the tools to decide for themselves.
Optimism and Progress
This generation grew up in an era of economic growth and expanding opportunities. That created a sense of optimism and personal responsibility. They believe in hard work, planning ahead, and making smart choices—and they respect brands that reflect those same values.
Preference for Quality Over Trends
While younger generations chase the next big thing, Boomers are more likely to choose products that are well-made, dependable, and built to last.
Flashy gimmicks don’t impress them. They want value and function—things that actually improve their lives.
Adaptability
It’s a myth that Boomers are stuck in the past. While they didn’t grow up with smartphones or Wi-Fi, most have fully embraced technology.
They use Facebook, shop online, text with their families, and stream Netflix. They’re not anti-tech—they just want tech that’s easy to use and has a clear purpose.
Digital Habits of Baby Boomers
Before you assume Baby Boomers are offline or “tech-challenged,” take a second look.
This generation is more digitally connected than most marketers give them credit for—and their online habits can tell you exactly where and how to reach them.
Not Just Watching Cable
A lot of people still picture Baby Boomers as the generation glued to cable news or flipping through catalogs—but that’s way out of date. When it comes to marketing to baby boomers, it’s crucial to recognize that this generation is very much online.
In fact, 68% of Boomers own a smartphone, and over 70% use Facebook regularly (Pew Research, 2024). They check in with friends and family, share photos, and even follow brands they like.
It’s not just Facebook either—YouTube is gaining popularity with this group, especially for how-to videos, news, and product reviews.
They also shop online more than people assume. Many Boomers use Amazon, browse e-commerce stores, and even book travel or manage their finances digitally. As long as the site is user-friendly and secure, they’re in.
Email and Search Are King
While younger generations might spend hours scrolling TikTok or Instagram, Boomers are more intentional with their digital habits.
Two of their favorite tools? Email and Google Search.
They regularly check their inboxes, and unlike younger users, they actually read the emails they sign up for—especially if the message is clear and helpful. Think product updates, educational content, or exclusive offers.
Spammy subject lines? Not their thing. But well-written emails with a personal tone and a clear benefit? That’s where you’ll win.
Search is just as important. Boomers use Google to research products, compare prices, and look up reviews before making decisions. So if your website isn’t showing up in search results—or if your content isn’t answering their questions—you’re missing a big opportunity.
Also, don’t underestimate the power of long-form content. Boomers appreciate detailed information and straight answers. Combine that with clear calls to action—like “learn more,” “shop now,” or “call to speak with a real person”—and you’ll see results.
How to Effectively Market to Baby Boomers
If you want to connect with Boomers in a meaningful way, your approach needs to reflect their values, preferences, and mindset.
This isn’t a generation that responds to hype or flashy gimmicks—they appreciate substance, honesty, and messages that actually speak to their needs.
When you’re marketing to baby boomers, think of it less like pitching and more like starting a conversation. One that’s thoughtful, respectful, and focused on helping—not selling.
Prioritize Clarity and Trust
Clarity is everything with this generation. Boomers want messaging that’s easy to read, easy to follow, and easy to believe.
Overly casual language, slang, or edgy humor usually misses the mark. Instead, go for a straightforward and respectful tone that gets to the point without being pushy.
More importantly, trust is a deal-breaker.
Boomers grew up in an era when brand loyalty was earned through consistency and integrity—and they still expect that today. So if you want them to take your brand seriously, you need to show them you’re credible.
That means including social proof (like testimonials or customer reviews), third-party trust signals (like Better Business Bureau badges, security icons, or return guarantees), and real customer service options. They’re more likely to pick up the phone or send an email if they have questions—so make sure there’s a human on the other side.
Appeal to Practicality
Baby Boomers are intentional shoppers. They’re not clicking “Buy Now” on a whim. They’re weighing the pros and cons, thinking about how something fits into their routine, and looking for signs that it’s worth their time and money.
So don’t waste space talking about how “cool” your product is—talk about what it actually does. Does it simplify a task they do every day? Save them money in the long run? Improve their health, comfort, or security?
They want no-nonsense marketing that focuses on benefits.
And if those benefits are useful, meaningful, and easy to understand, you’re speaking their language.
Don’t Dismiss Emotion
Just because Boomers are logical doesn’t mean they’re immune to emotion. In fact, they’re highly responsive to it—especially when it feels authentic.
Themes like family, tradition, legacy, and community really resonate with this generation. They’ve raised families, supported loved ones, and built careers—so messages that reflect those life experiences feel personal and relevant.
Storytelling works well here, but it has to be genuine. Instead of using high-drama or exaggerated language, highlight real people and relatable situations. That could mean sharing how your product helps a grandparent stay active with their grandkids or a couple travel more comfortably in retirement.
If it stirs emotion while staying grounded in truth, it will land.
Highlight Value, Not Just Price
Baby Boomers have money to spend—but they’re also smart with it. They’ve lived through recessions, inflation, and market crashes, so they don’t throw cash around lightly.
What they’re looking for is value. And that means more than just slashing prices. Value can come from durability, excellent customer support, extra features, or peace of mind.
If your product is more expensive than a competitor’s, explain why. Be clear about what makes it a better choice. Do you offer better materials? Faster delivery? A lifetime warranty?
This generation is willing to pay more—but they want to feel confident that the extra cost is justified.
Best Channels for Reaching Baby Boomers
Knowing where to find your audience is just as important as knowing what to say. When it comes to marketing to baby boomers, you don’t need to be everywhere—you just need to show up in the right places, with the right message.
Boomers are active online, but they’re intentional about how they spend their time. They stick to platforms and tools that are familiar, useful, and easy to navigate. Here are the top channels where your marketing dollars are most likely to pay off.
Facebook Ads
Facebook is still the go-to social platform for Baby Boomers—and by a long shot. Whether it’s keeping up with family, joining community groups, or browsing content that interests them, over 70% of Boomers use Facebook regularly (Pew Research, 2024).
That makes it a prime spot for reaching them with paid ads. The key is relevance. Instead of broad targeting, focus on interests that match their lifestyle—think health, travel, retirement planning, personal finance, hobbies, and family-oriented content.
Also, don’t overlook ad format. Carousel ads with product images, video testimonials, or short explainer clips tend to perform well. Just keep the design clean, and make sure the CTA is clear and easy to follow.
Email Marketing
Email might feel old-school, but for Baby Boomers, it’s one of their favorite ways to get information from brands. And the data backs it up—email marketing consistently delivers one of the highest ROIs when targeting this age group.
That said, Boomers have a low tolerance for fluff or spam.
They appreciate emails that are simple, useful, and respectful of their time. Think newsletters with helpful tips, product updates, exclusive offers, or personal notes from the founder.
Use a clear subject line, don’t overcomplicate the layout, and make the call to action obvious. Bonus points if you allow them to easily reply or ask questions, since this generation often values two-way communication more than younger audiences.
Google Search and Display
Baby Boomers are researchers. Before making a purchase, they’ll often head to Google to look up product reviews, compare features, and explore alternatives. That’s why search engine marketing (SEM) is such a powerful tool.
Focus on intent-based keywords—the kind people search when they’re seriously considering a purchase. For example: “best shoes for seniors with back pain,” or “how to lower blood pressure naturally.” If your product or service solves a real problem, your content should make that crystal clear on your landing page.
Display ads can work too, especially on trusted websites that Boomers visit often, like news outlets or health-related blogs. Just make sure the ad feels trustworthy, not spammy, and leads to a page that’s easy to navigate on both desktop and tablet.
Common Mistakes to Avoid
Even well-meaning marketers can miss the mark if they rely on stereotypes or overlook how Boomers actually think and behave. When marketing to baby boomers, the wrong tone or delivery can make your message fall flat—even if your product is a great fit.
Here are a few common mistakes to steer clear of:
Using Slang or an Overly Casual Tone
Trying to sound “young” can backfire fast.
Baby Boomers appreciate clear, professional communication. They don’t need hip phrases, emojis in every sentence, or pop culture references to engage with your message.
That doesn’t mean you need to sound stiff—but aim for a tone that’s friendly, respectful, and direct. Think informative, not edgy.
Assuming They’re Tech-Illiterate
This is one of the biggest misconceptions about Boomers—and it leads to lazy marketing. Yes, they’re not digital natives. But that doesn’t mean they’re clueless.
Most Boomers use smartphones, shop online, video chat with family, and stream content. The issue isn’t their willingness—it’s how intuitive your tech or website is. If something’s hard to use, they’ll move on. But if it works well and is easy to navigate, they’re all in.
Ignoring Customer Service
Boomers grew up in an era when good customer service wasn’t optional—it was expected. So when they have a question, they often prefer to talk to a real person or get a fast email reply. A chatbot with limited responses or a hard-to-find support email can be a major turn-off.
If you want to earn their trust (and loyalty), invest in a support experience that feels personal, responsive, and easy to access.
Designing for Mobile Only
A lot of today’s websites and ads are optimized with mobile-first in mind—and that’s fine for younger audiences. But Boomers are still heavy desktop users. In fact, many of them prefer the larger screen, full keyboard, and familiar layout that a desktop provides.
If your site or landing page only looks good on a phone, or if key features don’t work properly on desktop, you’re likely losing conversions.
Examples of Brands Doing It Right
If you want to see what successful marketing to baby boomers looks like in the real world, there’s no better place to start than with brands that are already doing it well.
These companies have figured out how to connect with Boomers by speaking their language, showing respect, and offering real value.
AARP
No surprise here—AARP is basically built for Baby Boomers. But what makes them a standout isn’t just the subject matter. It’s how they communicate.
Their content is clear, useful, and never patronizing. From travel discounts to health tips and financial planning tools, AARP positions itself as a helpful partner rather than a company trying to sell something.
Their digital presence is also impressive—clean design, easy navigation, and content that actually answers the questions Boomers are asking.
Walgreens
Walgreens does an excellent job of mixing practicality with emotional connection. They don’t just push products—they offer solutions. From easy prescription refills and home delivery to personalized health reminders and senior savings days, they focus on convenience and care.
Their messaging is also consistent across channels. Whether it’s email, in-store signage, or Facebook ads, the tone is calm, helpful, and reassuring—exactly what many Boomers look for in a brand.
Ford
Ford has done a great job of staying relevant across multiple generations, and that includes Boomers. Their ads often tap into themes of freedom, family, and reliability, which are highly appealing to this age group.
They also highlight features that matter most to older drivers—like safety tech, comfort, and ease of use—without talking down to them. And their dealerships continue to offer the kind of personal, one-on-one service that many Boomers still prefer when making a major purchase.
Final Thoughts: Meeting Boomers Where They Are
At the end of the day, marketing to baby boomers doesn’t require a flashy campaign or the latest trend. What it really comes down to is this: respect, clarity, and usefulness.
This generation has been through it all.
They’ve seen marketing evolve from radio jingles to banner ads—and through it all, they’ve stayed loyal to the brands that speak to them with honesty and value. If you want to earn their attention (and keep it), focus on helping instead of hyping. Be clear, be consistent, and most importantly, be real.
Baby Boomers are still one of the most influential consumer groups out there. And when you take the time to understand what matters to them, your message will resonate.
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