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A fast web search of child boomer stereotypes will inevitably return some frequent, and sometimes unfavorable, narratives. However simply what number of, if any, of them are literally true? Child boomers are some of the various audiences round, so what’s truth and what’s fiction. We’re right here to set the file straight.
Who’re child boomers?
Born between 1946 and 1964, child boomers have been raised throughout a time of financial prosperity, optimism, and social change. Now of their late 50s to 70s, child boomers symbolize a various group of individuals – some are nonetheless working or have youngsters at residence, whereas others are retired and seizing the day.
As with every era, there are stereotypes which encompass boomers, however we’re solely within the details. So, after crunching the numbers, right here’s 10 child boomer traits value understanding – in line with actual shopper knowledge.
Prime 10 child boomer traits
- They’ve received money to splash
- Boomers are nonetheless very a lot part of the workforce
- Their social media footprint is rising
- Extra boomers are transferring in direction of content material creation
- Child boomers are extra tech-savvy than you might suppose
- Present promoting doesn’t resonate effectively with them
- Boomers are advocates for the atmosphere
- Child boomers need manufacturers to be genuine and conventional
- They’re avid players
- Child boomers are a happy-go-lucky bunch
1. Child boomers have gotten the money to splash
Child boomers are stated to be the era who have been in the appropriate place on the proper time, making them the wealthiest era on the planet. This wealth, mixed with the liberty that comes with a later stage of life, means they’re capable of splurge greater than youthful shoppers.
Globally, in comparison with Gen Z, child boomers usually tend to say they purchase new merchandise on-line every week, personal a bank card, and have excessive buying energy.
They’ve money stashed away too. Over 4 in 10 child boomers who lower your expenses say their present monetary reserves would cowl primary residing bills for six months or extra.
Not solely that, however they even share fairly comparable spending behaviors with their youthful counterparts. If we have a look at what Gen Z and child boomers are planning on shopping for within the subsequent 6 months, a trip is on the prime of each their lists.
When tapping into child boomers, manufacturers ought to transfer past assumptions and stereotypes and attraction to their pursuits and values. This era has sturdy buying energy, however entrepreneurs want to grasp their wants primarily based on actual shopper knowledge.
2. Boomers are nonetheless very a lot part of the workforce
Entrepreneurs usually painting child boomers having fun with carefree retirements; some are, however it’s not consultant of the entire era.
Removed from placing their toes up, virtually 4 in 10 child boomers are both in full-time employment or are self-employed.
Whereas it’s truthful to counsel that some are nonetheless working to present themselves a cushion for retirement in opposition to the rising price of residing, round a fifth describe themselves as bold and career-focused; they typically take pleasure in working. Practically 8 in 10 are glad with their present job, whereas retired shoppers on this era are simply as probably as their working counterparts to explain their psychological well being nearly as good or glorious.
Amongst those that are glad with their job, our analysis highlights the significance they place on setting sturdy aims – they stand out for saying they’ve a transparent understanding of their private objectives and the corporate’s technique.
As child boomers have been working for longer than youthful generations, they maintain a wealth of data which firms will wish to cling onto for so long as doable. Our analysis not solely helps entrepreneurs higher perceive the right way to painting this era, but additionally provides companies a heads up on the right way to hold child boomers joyful within the office.
3. Their social media footprint is rising
Gen Z are sometimes criticized for spending an excessive amount of time on their telephones, however out of all generations, child boomers are those spending more and more extra time on social media.
Over the past two years, the period of time they spend on social media has grown by virtually 10 minutes, whereas Gen Z time fell 12 minutes.
As platforms shift their focus to quick kind, visible, and video content material, child boomers are maintaining with these developments. As you will have guessed, Fb is their favourite platform, however the variety of boomers who repeatedly use Instagram and TikTok is climbing. And with that, comes some fascinating shifts in habits…
4. Extra boomers are transferring in direction of content material creation
It in all probability received’t come as a shock that content material creation remains to be extra in style amongst Gen Z than child boomers.
However the variety of boomers who’ve shared their very own weblog put up or video within the final 12 months has grown 11%, whereas the variety of Gen Z who’ve has fallen by 12%.
As older shoppers more and more have interaction with social media, they’re additionally transferring into content material creation. And it’s making a buzz, not simply amongst their friends, however youthful audiences too.
Fitness center Tan is an efficient instance right here. The 60-something TikToker has over 190,000 followers and has gained reputation for her vogue and sweetness movies. Demonstrating her affect, final 12 months a gown Fitness center wore in considered one of her movies shortly offered out on Abercrombie & Fitch’s web site after gaining publicity from her modeling it on TikTok.
Now, manufacturers are starting to take discover as extra firms attain out to older influencers to kind partnerships.
5. Child boomers are extra tech-savvy than you might suppose
It’s usually assumed that older generations lack technological confidence in comparison with their youthful counterparts, however it seems boomers are literally fairly huge tech adopters.
Whereas generational tech confidence gaps exist in some markets, the narrative fluctuates worldwide.
Child boomers in a number of international locations truly keep stronger tech confidence than the final inhabitants.
In markets like France, Greece, and Spain for instance, boomers are much less probably than the common inhabitants to say they’re assured utilizing new expertise. However for boomers within the likes of Turkey, Sweden, and the UAE, the alternative is true. Simply one other reminder that among the traits of this era may do with a rethink.
6. Present promoting doesn’t resonate effectively with them.
One other child boomer attribute is that they really feel promoting is lacking the mark. The tech firm CreativeX analyzed hundreds upon hundreds of world adverts and located that simply 4% of these forged in them have been aged 60 or above.
As such, they’re the era least more likely to really feel promoting is consultant of them, and the least probably to purchase from manufacturers they see marketed too.
Many advertisers can fall into the lure of portraying stereotypes with regards to representing older audiences, which will be inaccurate and dangerous. For instance, a typical stereotype is that child boomers are much less progressive than different generations, which our knowledge proves to be unfaithful.
Child boomers are extra probably than the common shopper to be interested by different cultures, imagine everybody ought to have equal rights, and even that immigration is sweet for his or her nation – particularly in markets like South Africa, Croatia, and Portugal.
That is the place manufacturers could also be coming unstuck with this viewers. The extra represented shoppers really feel, the extra responsive they’re more likely to be to manufacturers which have made an effort to resonate with them.
7. Boomers are advocates for the atmosphere.
If we requested you to consider advocates for the atmosphere, you’d in all probability image a youthful viewers.
However child boomers are literally 14% extra probably than Gen Z to be interested by environmental points and 65% extra more likely to say they at all times recycle.
So the outdated stereotype that child boomers don’t care in regards to the atmosphere is inaccurate.
Having grown up earlier than the proliferation of single-use plastics, boomers’ formative habits lend themselves effectively to eco-conscious selections. Within the US, they’re extra probably than the common shopper to buy seasonal produce, restore their garments the place doable, and reuse issues like luggage.
Whereas activism captures headlines, boomers’ on a regular basis actions quietly transfer the needle on inexperienced residing.
8. Child boomers need manufacturers to be genuine and conventional.
It’s not simply Gen Z looking for model authenticity – boomers need it too, notably these within the Philippines, Poland, and Thailand. So manufacturers ought to bear this in thoughts when focusing on boomers in these markets.
It’s not simply authenticity child boomers need from manufacturers. Being conventional and dependable are additionally necessary qualities.
Boomers’ need for manufacturers to be conventional provides firms with heritage the chance to double down on this attribute of their advertising when participating with this viewers.
In the end, child boomers wish to purchase from reliable firms. It’s why issues like an organization’s eco credentials matter; child boomers search for manufacturers that assist native suppliers and prioritize environmental duty.
9. They’re turning into avid players
Child boomers may not match the everyday gamer demographic, however their gameplay time has seen significant development – growing 5 minutes a day on common within the final two years (+22%).
Simply to place this into perspective, Gen Z nonetheless play video games for an hour extra daily, however this determine has truly dropped by 10 minutes over the identical interval – whereas boomers’ playtime has continued to rise.
In relation to most popular gaming genres, puzzles lead amongst child boomers, however shooter and action-adventure titles intently comply with in reputation. So whereas they nonetheless desire a slow-paced puzzle, don’t depend boomers out of intense, fast-paced video games simply but.
10. Child boomers are a happy-go-lucky bunch.
In relation to values in life, child boomers’ prime worth is having a optimistic perspective; they’re 9% extra more likely to say this than the common shopper. Their psychological wellbeing is fairly sturdy too.
Within the US, 9 in 10 child boomers price their psychological wellbeing as being good or superb, which is considerably greater than youthful generations.
Although child boomers have good psychological well being, they aren’t actually into self-care merchandise, over a 3rd of the era don’t purchase them, in comparison with simply 12% of Gen Z. Child boomers usually tend to say spending time with family and friends is their type of self-care, so with regards to manufacturers participating with them or depicting them in campaigns, they need to lean extra into their positivity and social connections.
The underside line
There’s way more to child boomers than outdated stereotypes might counsel. As a various group with vital spending energy and affect, manufacturers ought to pay shut consideration to really understanding this viewers.
Whereas the subsequent era grabs headlines, child boomers are redefining what it means to be 50+ within the trendy world. By recognizing child boomers’ variety, aspirations and buying energy, firms have a chance to construct sturdy model loyalty with this demographic.
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