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Marketing to Baby Boomers, Part 3 — What Boomers Want

What do Boomers want?

We know the misconceptions about baby boomers, and we know that they are approaching the 50s and 60s in a way that no previous generation has, but what the Boomers want?

Value

Baby boomers (like many consumers) care more about value than brand. They want concrete benefits, not just slogans or catchy ads. Any marketing message aimed at Boomers must have built-in value.

Products tailored to their needs

Boomers have been called the “me” generation, and as they age, your marketing must still be all about them. They want a selection of goods that makes sense to them. They want clothes and shoes that fit their lifestyle and size. Give Boomers good choices and they’ll have the shopping success they crave.

Good experience in the store

When their eyes begin to fail, they want signs and printed materials that are easy to read without reading glasses. They want lights that are bright enough to see what they are buying or eating. They want sound management to help them distinguish between individual sounds as background noise becomes more of a problem.

Baby boomers also demand attentiveness and good manners from service personnel. “Train your non-Boomer employees to show respect to older customers. You must never ignore them,” says Matt Thornhill, president of the Richmond-based Boomer Project. “One bad experience will put a Boomer out of your business forever. Train your employees to be attentive and use good manners. Good service is not a commodity these days, it’s a difference.”

Experiences?

For Boomers, “Whoever dies with the most toys wins” is no longer true. Baby boomers are looking for experiences. Most boomers love to travel and don’t necessarily travel to lounge by the pool. They seek self-discovery, adventure rather than relaxation. They love to try new things, which is why you’ll find many boomers taking classes, starting new careers, or going on National Geographic expeditions.

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