Targeting Baby Boomers

From: Baby Boomers? Big Deal.

There are 76 million baby boomers in the United States, representing 40% of total consumer demand, and 48% of discretionary income. These statistics may not look attractive on a creative brief, but they should clue us in as to where a big chunk of potential business can be found. Ken Dychtwald, a notable authority on the topic of baby boomers called it a “pig moving through a python.” This potential market is much bigger than Generation X (a generation that’s well represented in the advertising world) and even bigger than the Millennials (or Generation Y, or the Echo Boom, insert your own moniker here).

If you’re responsible for marketing an upmarket brand, you can’t just target 18-34 year-olds with your advertising and expect to thrive. Every study we’ve seen recently (and this is EVERYWHERE, from Newsweek to Business Week to the nightly news) predicts that the boomer market is going to remain VITAL, in every sense of the word.