When it comes to marketing in 2017, it seems that all people want to talk about is millennials and Generation X.

While the Baby Boomer generation is “old news,” there’s something you need to remember: these individuals have buying power.

There’s nothing wrong with adapting your marketing strategy to target the younger generation, but you don’t want to alienate older individuals when doing so.

With this in mind, let’s examine some of the best ways to effectively market to Baby Boomers:

1. Vary Your Approach

With millennials, you know that online marketing is the way to go. From social media to video, there are many ways to get your brand in front of this audience.

With Baby Boomers, you need to vary your approach. While a solid online strategy is a must, don’t overlook the ability to generate business through traditional means, such as direct mail.

2. Focus on the Relationship

The younger generations don’t often take the time to form personal relationships. Instead, they know what they want, conduct their research, and make a purchase.

Baby Boomers are the exact opposite. Many of these people have hung up their work boots and have plenty of free time on their end. This leads them to spend more time researching their options and forming relationships with sales people.

It doesn’t matter what you’re selling, taking a personal approach to the Baby Boomer generation is a must. Yes, this will eat up more time during the sales cycle, but it will generate results in the end.

3. Stick to the Facts

Baby Boomers don’t typically care about “claims” and “potential.” Instead, they want to know exactly what a product or service can do for them.

From a marketing perspective, this means one thing: providing your audience with cold hard facts.

If you’re selling a car, for example, provide clear details on the price, specifications, and how it stacks up to the competition in all key areas.

Leave your opinion aside when marketing to Baby Boomers. This will give you a leg up on the competition.


With tens of millions of Baby Boomers set to enter retirement over the next 10 years, it’s imperative to understand the impact these individuals can have on your business.

The three tips above should help you form a more comprehensive marketing strategy, with an eye toward the Baby Boomer generation.

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