A “Baby Boomer” defines someone born during the post-WWII era between 1946 to 1964, but is also culturally recognized as a generation of individual thinkers currently at the height of their earning years. This is important for marketers across all fronts, because “Baby Boomers control over 80% of personal financial assets and more than half of all consumer spending.” (Source)
Furthermore, the misconception that content only needs to be catered to device-savvy Millenials is simply untrue. For instance, “in 2012, baby boomers (47-65) spend 27 hours per week online, 2 hours more per week then Millennials (16-34) at 25 hours per week.” (Source) The numbers don’t lie. Here are three ways to shape your presentation to appeal to these movers and shakers.
They Value Experiences
Boomers adopted talk shows, consider Bob Dylan their poet laureate, and have been dubbed “Ageless Explorers.” They also spend their money on an enormous array of hobbies, from bikes to raising puppies. Experiences, not necessarily “stuff,” matter to the Boomer. Consider incorporating storytelling or sharing your own experiences in a presentation. You can also describe your product or service as an experience worth having, and something not to be missed.
They Listen to Experts
“Baby boomers have a strong tendency to let experts take care of them, whether it’s a personal trainer or a broker.” (Source) Prefacing your data with a powerful quote from an expert or explaining your history/credentials will help your message seem more trustworthy. The core item to get across is that you understand the issue at hand, and you have the know-how to make their experience better and easier.
They Follow Needs, Not Wants
“55-64 year olds outspend the average consumer in nearly every category, including: food away from home, household furnishings, entertainment, personal care, and gifts.” (Source) Boomers are spending money on “wants” at this stage of their life, and they can afford it. Appealing to this sensibility means avoiding scare tactics (i.e. buy this or else!), and words like “must,” “need,” or “should.” Instead, use words that appeal to the senses, and consider using a more vibrant and fun vocabulary.
They Can’t Be Contained
It’s difficult to generalize about a group that covers 77 million people, which is exactly why many marketers have a hard time pinpointing Boomer strategy. One thing to never do is talk down to this generation or refer to their “aging” with terminology like “senior discount.” No one, not even Millenials, want to feel as if growing old implies they suddenly must stop doing things they enjoy. It’s important to avoid lumping people together when you present to them as it oversimplifies their collective experience. “Baby Boomers, famously demanding and rebellious, don’t want anyone suggesting they’re old.” (Source)
Prioritizing experiences, offering yourself as an expert, using positive vocabulary, and not talking down to the audience are all ways to shape content for a presentation aimed at Boomers. They expect more from their experiences, and you should provide that “more” to be taken seriously.
Question: How can you shape your content to appeal to Boomers?
