Lifestyle and Luxury Matters to Baby Boomers
Somewhere along the line of their maturation, baby boomers (those born between 1946 and 1964) suddenly became labeled almost predominantly as gritty, blue-collar hard workers who would have no problem wearing the same set of denim jeans for a month straight before switching to an identical pair for the next month. That’s not to say this doesn’t reflect the ideals of some boomers; however, lost in this workmanlike attitude is a generation of boomers that appreciates and expects a level of luxury.
Think of all the iconic brands that boomers have been raised with: Mercedes, BMW, Chanel, and Versace, among others. Being able to associate with a brand that represents a specific lifestyle is just as important to boomers as it is or was to any other generation.
It’s not just brands that have been popular since their childhood; current brands that have recently gained popularity and acceptance with the Millennial generation also resonate with the baby boomers. Next time you step into a Starbucks, take a moment to look around and you’ll notice just as many 20-somethings holding lattes as those old enough to be their parents. Look through the rows of a Christian Louboutin, Marc Jacobs, or Stella McCartney fashion show and don’t be surprised to see boomers front and center, ready to grab pieces fresh off the runway.
Like you would with any other potential consumer, you need to identify the emotional drivers and purchasing habits of boomers. Research where they’re getting their information, which platforms they frequent (both online and in person), and produce content or create advertisements in line with those platforms.
The hotel industry is a good example of marketing to boomers. Boomers like to travel and spend; a recent survey saw 33% of seniors travelling with a multigenerational family and spending up to $10,000 on a single trip, 18% of which spent $15,000 or more. Hotels have looked at these numbers and started providing more services and rooms that resemble homes with furnishings and kitchens, as well as amenities that are accommodating to both boomers and their families.
Music festivals and sporting events have also increased in their luxurious offerings. Services like private concierge and gourmet foods, on top of extra accommodations, are among what is to be expected at such events. All of this is to meet the needs of a generation that is supposedly opposed to materialism.
When it comes to getting the attention of boomers, as a marketer, you can’t go into a campaign with any preconceived notions as to what will work and what won’t. Take the time to conduct due diligence, test campaigns as you would with other demographics, and be ready and willing to try out ideas that are outside the box.
Macromark specializes in targeting specific demographics and can help with the launch of a marketing campaign in almost any industry. Visit the site to learn more about the history of Macromark.
Peltier, D., “Hotels’ Lessons For Marketing to Multi-Generational Travelers,” Skift.com, April 21, 2015; http://skift.com/2015/04/21/hotels-lessons-for-marketing-to-multi-generational-travelers/.
Traupel, L., “Boomer Lifestyle, Tools and Products for the Post Woodstock Generation,” Huffington Post, April 15, 2015; http://www.huffingtonpost.com/lee-traupel-/boomer-lifestyle-tools-and-products-for-the-post-woodstock-generation_b_7090414.html.