Why Brands Need to Stop Ignoring Baby Boomers (and Start Cashing In)
Somewhere along the way, brands got a little too obsessed with Millennials and Gen Z. They started speaking in memes, chasing TikTok trends, and assuming every customer wanted a chatbot instead of a real person. Meanwhile, Baby Boomers—who control half of the U.S.’s $140 trillion in household wealth—were left wondering, Hey, did they forget we exist?
Spoiler alert: Many brands did. But the smart ones? They’re paying attention and shifting their focus back to a demographic that’s loyal, affluent, and ready to spend on quality experiences.
Boomers Aren’t Done Buying—They’re Just Buying Smarter
Born between 1946 and 1964, Baby Boomers grew up in an era where service mattered, quality was king, and loyalty was earned. They’re not here for disposable trends—they want things that last. They also don’t mind paying more for brands that respect their time and preferences.
The companies that get this right are winning. Take a look:
Quality & Craftsmanship: L.L. Bean still sells boots with a lifetime guarantee. Eileen Fisher makes timeless clothing that outlasts fast fashion fads. Baby Boomers aren’t chasing the latest microtrend; they want something they can rely on.
Personalized Service: Ace Hardware thrives because it still offers that small-town, personal touch. Customers can walk in, talk to an actual human who knows their stuff, and get real recommendations instead of vague, scripted responses. Publix is another strong example—its customer service consistently ranks among the best in retail.
Traditional Media Engagement: Yes, Boomers are online (Facebook, anyone?), but they still trust print magazines, TV, and email marketing. The New York Times and The Wall Street Journal still hold their attention, and direct mail campaigns—when done right—can work wonders.
Authentic Communication: Boomers have built-in B.S. detectors. They appreciate brands like AARP and Vanguard, which speak to them in a straightforward, no-gimmicks way.
How to Win Over Baby Boomers (and Their Wallets)
If your brand has been too focused on younger audiences, it’s time to rethink your approach. Here’s how to connect with Boomers in a way that feels natural and engaging:
✔️ Make it personal – Invest in real customer service, not just AI chatbots. Boomers appreciate phone support, in-person experiences, and well-trained staff.
✔️ Speak their language – Skip the slang and jargon. Keep messaging clear, warm, and relatable.
✔️ Offer value, not just discounts – Boomers love a good deal, but they also appreciate quality, warranties, and exceptional service.
✔️ Be where they are – That means Facebook, email newsletters, print magazines, and even TV ads. Not everything has to be on TikTok.
✔️ Earn their trust – Be consistent, reliable, and transparent. Boomers are loyal when treated right, but they also have no problem taking their business elsewhere if they feel ignored.
Nonprofits: Don’t Overlook Boomers as Donors
It’s not just retailers and service brands that should pay attention—nonprofits looking to expand their donor base need to rethink their approach, too.
Baby Boomers are the most charitable generation, contributing nearly 43% of all donations in the U.S. They’re willing to give, but they also expect clear communication, personal outreach, and a sense that their money is making a real impact.
Make it easy to give – Offer simple, secure donation methods, including direct mail and phone options. Not every donor wants to navigate a complex online portal.
Tell real, compelling stories – Boomers respond to tangible results. Show them exactly how their contributions are making a difference.
Keep them engaged – Personal thank-you calls, donor appreciation events, and well-written newsletters go a long way in keeping Boomers connected to your cause.
Final Thought: Baby Boomers Are Ready to Spend—Just Give Them a Reason
If brands and nonprofits stop chasing trends and start focusing on what actually matters—quality, service, and trust—they’ll tap into an audience that’s wealthy, engaged, and looking for organizations that truly "get" them.
It’s not about going backward—it’s about recognizing that Boomers never stopped being valuable customers and donors. They’re just waiting for brands to notice.
Need help connecting with Baby Boomers?
Need some help building a Boomer buyer persona or getting a Boomer email campaign off the ground? Contact us at C2 Creative Solutions today. We’ll help you craft the right message, find the right platforms, and build lasting relationships with this powerhouse demographic.
