Boomers are doing more shopping and scrolling

Stephanie Harlow
Senior trends analyst

In 2016, brands were told to “forget millennials” and focus on Gen Z. Four years later, they were advised to “ forget millennials and Gen Z” to make room for the next bunch.

In the race to stay relevant, businesses scramble to appeal to younger generations, often neglecting older consumers along the way.

Here’s why they shouldn’t. Not only are baby boomers spending more time on social media and regularly buying online, but their spending power is unmatched.

Show me the money

Who’s more likely to shop online: Gen Z or baby boomers? The answer may surprise you. Globally, boomers are more likely to say they buy new products online each week, own a credit card, and have high purchasing power.

Older consumers have more to spend

% in each generation who...

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What’s happening and why?

Despite all this, advertising (as it stands) doesn’t resonate well with them. Baby boomers are the generation least likely to feel represented in ads and to report buying brands they’ve seen advertised, which makes sense.

According to research by CreativeX, the majority of older groups featured in ads appear in family or domestic settings, with less than 1% being shown in professional environments.

This means advertisers aren’t reaching the 24% of employed boomers who describe themselves as career-focused, the 35% of grocery-shopping boomers who say they like to explore the world, or the 31% of clothes-buying boomers who are interested in live events.

On the whole, the more represented consumers feel, the more responsive they are to marketing. So there are obvious benefits to businesses tweaking their approach and working to represent older generations more authentically.

Why should brands care?

Just because Gen Z are the shiny, new, and elusive consumer, it doesn't mean they're the only route to revenue success, especially in a climate where shoppers are feeling the pinch.

43% of boomers who save think their current funds would cover their basic living expenses for 6 months+, compared to 18% of Gen Z

Consumers who are running low on savings might take more convincing to part with their cash.

Smart brands won’t just look to younger consumers for a lifeline; they’ll make a conscious effort to engage with groups who have money now, are online, and actively shopping.