The document discusses marketing opportunities related to baby boomers. It notes that baby boomers represent a large demographic cohort that is aging and has significant spending power. Specifically: - Baby boomers control a large portion of household wealth in countries like Australia and continue to spend heavily on travel, experiences and consumer goods. - Traditional views of retiring baby boomers spending less are outdated, as they continue prioritizing enjoyable experiences over possessions in retirement. - Effective marketing to baby boomers requires avoiding stereotypical images of seniors and focusing on their active lifestyles through the use of engaging content, imagery and topics that interest them.

1. THE MOST PREDICTABLE MARKETING OPPORTUNITY WE HAVE EVER HAD
“We should have seen the flood coming: the aging of (baby) boomers was perhaps the most predictable large
historical event of the last century”. Joseph Coughlan. MIT Agelab
1

2. Why should we
care about baby
boomers?
• Lots of them!
• More are retiring every day
• More time than anyone else
• More money than anyone
else
2Source: https://blog.id.com.au/2012/population/demographic-trends/who-are-the-baby-boomers/

3. HOUSEHOLD WEALTH
The bar chart
represents wealth of
households in
Australia, by age
bracket. As you can
see, the mass of
Australian wealth sits
with the +55’s market.
$1,040,550
$1,239,700
$944,900
$573,300
$268,800
65-
74
55-
64
45-
54
35-
44
25-
34
AGE
Millennials / GenY
Older
Boomers
Gen X
Younger
Boomers
Builders
(Boomers)
$$$
Australian Bureau of Statistics (ABS). Household wealth
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4. 4
CONSUMER SPENDING BY SEGMENT
https://usa.visa.com/partner-with-us/visa-consulting-analytics/baby-boomers-still-outspend-millennials.html,
https://www.huffpost.com/entry/the-7-incredible-facts-about-boomers-spending_b_6815876
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5. Interesting
life history
that shaped
their
attitudes
5
Fun, active and adventurous. Loads of ‘firsts’
Travelling before the Internet, Tripadvisor,
Instagram – they just had to go there to find
out what was there
Popping all sorts of pills and going to festivals
before you were 
They didn’t call it the swinging 60’s for
nothing. Sexual freedom driven by The Pill
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6. HE WORKS FOR THE DEPARTMENT OF
HOUSING, SHE IS A NURSE, THEY
HAVE 3 GROWN UP KIDS
6Bobby and Nick Ercoline

7. 7
• In 1900, life expectancy for much of the industrialised world was under 50.
• Today, living well into one's 70s, 80s and beyond
• Desire to purchase enjoyable, satisfying and memorable experiences rather
than possessions
• Concerned with not longer life but quality of life.
• Active interest in health and fitness
Key differences to past older generations
“They are not stopping spending, like previous generations did,
not even spending reluctantly, just spending differently for
different reasons” Dan.s.Kennedy.

8. 8
Dan.S.Kennedy https://tripadvisor.mediaroom.com/press-releases?item=126198 https://www.cheapoair.com/miles-away/baby-boomer-travel-trends/

9. 9
“AS A GLOBAL ECONOMY
THIS SECTOR IS THE 3RD
LARGEST, BEHIND USA AND
CHINA”.
JOSEPH COUGHLAN. MIT AGELAB

10. So what are they
good for?
Mythbusting
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11. MYTH #1
SCARED / OUT OF TOUCH WITH
TECHNOLOGY
• This used to be true of the silent generations
• When computers first arrived in workplaces, baby boomers
had to learn to use them
• Very comfortable using and spending on technology
• Overwhelmingly see technology as having a positive impact
on their lives, always connected and willing to spend online.
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12. 12
1982
Complete with carry handle
incredibly light at 7.2kgs
1989

13. MYTH #2
THEY DON’T USE THE INTERNET
MUCH FOR RESEARCH
• The most sophisticated and heaviest online researchers
I have seen – in the travel vertical
• Spending hundreds of hours researching
Implications
• Massive implications for customer journey marketing
• User experience
• Content marketing
• Same, same content won’t cut it. New news,
interesting content.
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14. Internet search (travel)
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“I tend to research very thoroughly. I would spend days spread out over weeks.
It becomes a mission and I lock down quite specific details . I also like to plan
options in case things don't work out as originally planned from my desktop”
“Lots of time in the lead up to a holiday, it's sort of foreplay. (Sorry)”
“100s and 1000s of hours!. I'm afraid I am a frustrated travel agent with a
penchant for finding the best authentic deal.”
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15. CONTENT MARKETING SHOULD
BE KING AND QUEEN
• They tend to have good attention spans
• You simply cannot have enough content for this market
when they are actively researching
• They can spend hundreds of hours researching on high
involvement purchasing like travel
• Stories (blog)
• Video – they will probably watch the whole thing
• Images
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16. MYTH #8 USE IMAGES OF
SENIORS IN MARKETING TO THEM
• Seniors don’t think they are senior
• Don’t call them senior
• No old people photos
• They don’t want to see pictures of old people in
advertising
• They feel youthful and adventurous
• There is a true discrepancy between chronological age
and perceived age.
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17. There is a disconnect between Grandpa on the outside and Grandpa
on the inside…you need to talk to the ‘inside Grandpa’ 17
Grandpa looks like this. But Grandpa thinks he looks like this...HOT

18. IMAGES AND
VIDEO
General rule of thumb
• Good high-quality imagery
• Images with people
• Images with movement
• Relatable
• Not staged
• Images with single women
• No geriatric style images with ‘daggy’ looking old people
18
Ugly photos on your
site are doing you no
favours…
This image would be great in a
Campaign. This IS what retirement is all
about. Good times, and hanging out with your
Grandkids.
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19. DON’T USE THIS TYPE OF IMAGERY
19
Actual quotes
from the research
when respondents
were asked to
comment.
Although it may be true, travellers don’t
want to be reminded that they are
travelling like this!
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20. ENGAGE IN AGELESS MARKETING
PRACTICES
• When in doubt, from a tactical perspective, it is much safer.
• They are involved in everyone’s lives
• Attractive scenes should be incorporated
• By practising ageless marketing, you don’t risk alienating
others
• Boomers are often making the decisions on behalf of others or
at least, have a high influence
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21. MARKETING CRIMES COMMITTED AGAINST
‘SENIORS’
IS YOUR MARKETING TEAM GUILTY OF THE BOOMER CRINGE IMAGE?

22. Contrived, implied and stereotyped

23. 23

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29. BRIEFING IS KEY
• Ensure your ad and digital marketing
agencies are briefed
• Ensure your marketing staff are
briefed
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30. 30
Words – this is the start of a new life. Don’t finish us off!
Self improvement
and learning
Spontaneous Break new ground Challenge yourself Try new things
Take a few risks –
get out of your
comfort zone
Experience things
you wouldn’t
normally in every-
day life
Life is just
beginning
New experiences,
new things
Time to do what
you always wanted
to do
Curious
Learning about
yourself
You deserve this
Broaden your
knowledge
Open to the new
Today’s Boomer women start 70% of all new businesses

31. THE FUTURE IS FEMALE
ITS JUST WHERE THE BUCKS ARE.
31

32. WATCH YOUR GENDER BLIND
SPOT
• Boomer women are high in numbers
• Make 85% of purchasing decisions for their
households
• They will control more than 75% of US wealth as
they inherit from parents
• Influence spending around them:
• buy on behalf of the people who live in their
households, as well as for extended family
(such as older parents and in-laws) and
friends.
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33. FACT
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“If there is a disconnect between how marketers view Boomer women and how
these women perceive themselves, it could be because 97% of all creative directors
are male, and still seeing marketing through a male lens”.
Boomer Women, The Invisible Goldmine Whitepaper (Girlpower Marketing)
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34. INFLUENCER, NOT INVISIBLE
• 91% of Boomer women feel that marketers do not
understand them
• Appreciate balanced images in marketing campaigns
• Boomer women are:
• Strong
• Active
• Fearless
• Know what they want
• Ageless marketing that doesn’t paint them as 20 years
old or nearly dead…somewhere in the middle is good!
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35. TIPS ON HOW TO MARKET TO
BOOMER WOMEN
• Appeal to their sense of adventure, curiosity, renegade
energy and continuous development
• Implying they’re ready to toddle off into the sunset will
repel them
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36. TIPS ON HOW TO MARKET TO
BOOMER WOMEN
• Show Boomer women in a variety of roles and settings
• Each Boomer woman is an individual, not just “half of a
whole”
• Don’t always show her accompanying a husband.
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37. THANK-YOU
BRONWYN WHITE | CEO | NEW YOUNG CONSULTING
BRONWYN@NEWYOUNGCONSULTING.COM
MOBILE 0408 225 766
NEWYOUNGCONSULTING.COM
37
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