Baby Boomers
The optimistic active agers
Born between 1946 and 1964, Baby Boomers represent a significant market opportunity with their substantial spending power and evolving lifestyle preferences.
#1
Demographic and economic profile
Global spending power of over-65s projected to reach €13 trillion by 2030, up from €7.8 trillion in 2020.
Source: World Data Lab
Baby Boomers currently comprise 20% of the European population.
Source: CBI - Centre for the Promotion of Imports
1 in 5
UK residents is now aged over 65, with this proportion set to increase globally.
Source: Office for National Statistics
#2
Lifestyle and attitudes
Baby Boomers embrace a "YOLO" (You Only Live Once) mindset, focusing on active aging and self-realization.
are planning 'the trip of a lifetime,' indicating a strong desire for meaningful experiences.
Source: Norwegian Cruise Line
Baby Boomers prioritize health, fitness, and lifelong learning.
CASE STUDY
Purdue University x Kaplan
Recognizing Boomers' desire for continuous learning, Purdue University partnered with Kaplan to offer off-campus lifelong learning programs for seniors. This initiative caters to Boomers' intellectual curiosity and desire for personal growth.
#3
Health and wellness
Overwhelmingly prefer feeling healthier within their normal lifespan over living longer.
Focus on brain, bone, and heart health.
Increasingly interested in holistic wellness approaches and "social prescriptions" for well-being.
CASE STUDY
L'Oréal Age Perfect
L'Oréal's Age Perfect campaign, featuring 81-year-old Jane Fonda, exemplifies how brands can appeal to Boomers' desire for active aging rather than anti-aging. The campaign emphasizes vitality and confidence, resonating with Boomers' self-perception.
#4
Digital engagement
of adults aged 50+ made financial transactions on smartphones in 2022, up from 37% in 2019.
Source: AARP
Growing adoption of technology and social media.
of US Baby Boomers use social media, those who do are spending more time daily than Gen Z (because they have more time).
Source: Insider Intelligence
CASE STUDY
Saga Insurance
Saga Insurance successfully targets the over-50s market by adapting their digital strategy. They offer online services and apps tailored to Boomers' preferences, combining digital convenience with traditional customer service values.
Marketing implications
- Develop products and services that promote health longevity and active lifestyles
- Create inclusive branding that showcases older individuals leading vibrant, fulfilling lives
- Utilize digital platforms, especially Facebook and YouTube, for engagement
- Emphasize authenticity and anti-ageism messaging in marketing communications