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A fast web search of child boomer stereotypes will inevitably return some widespread, and infrequently 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 report 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 kids at dwelling, whereas others are retired and seizing the day.
As with all technology, 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 keeping with actual client 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 the direction of content material creation
Child boomers are extra tech-savvy than it’s possible you’ll assume
Present promoting doesn’t resonate nicely 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 mentioned to be the technology who have been in the fitting place on the proper time, making them the wealthiest technology on the planet. This wealth, mixed with the liberty that comes with a later stage of life, means they’re in a position to splurge greater than youthful customers.
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 fundamental dwelling 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 technology has robust buying energy, however entrepreneurs want to grasp their wants based mostly on actual client knowledge.
2. Boomers are nonetheless very a lot part of the workforce
Entrepreneurs typically painting child boomers having fun with carefree retirements; some are, but it surely’s not consultant of the entire technology.
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 offer themselves a cushion for retirement towards the rising value of dwelling, round a fifth describe themselves as formidable and career-focused; they often get pleasure from working. Almost 8 in 10 are happy with their present job, whereas retired customers on this technology are simply as seemingly as their working counterparts to explain their psychological well being nearly as good or wonderful.
Amongst those that are happy with their job, our analysis highlights the significance they place on setting robust goals – 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 hold onto for so long as potential. Our analysis not solely helps entrepreneurs higher perceive how one can painting this technology, but additionally provides companies a heads up on how one can preserve child boomers completely satisfied 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 brief type, visible, and video content material, child boomers are maintaining with these traits. As you could have guessed, Fb is their favourite platform, however the variety of boomers who commonly use Instagram and TikTok is climbing. And with that, comes some attention-grabbing shifts in habits…
4. Extra boomers are transferring in the direction of content material creation
It in all probability received’t come as a shock that content material creation continues to be extra widespread amongst Gen Z than child boomers.
However the variety of boomers who’ve shared their very own weblog submit or video within the final 12 months has grown 11%, whereas the variety of Gen Z who’ve has fallen by 12%.
As older customers 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.
Health club Tan is an effective instance right here. The 60-something TikToker has over 190,000 followers and has gained reputation for her style and sweetness movies. Demonstrating her affect, final 12 months a costume Health club wore in certainly one of her movies rapidly 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 type partnerships.
5. Child boomers are extra tech-savvy than it’s possible you’ll assume
It’s typically assumed that older generations lack technological confidence in comparison with their youthful counterparts, but it surely 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 preserve stronger tech confidence than the final inhabitants.
In markets like France, Greece, and Spain for instance, boomers are much less seemingly 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 technology may do with a rethink.
6. Present promoting doesn’t resonate nicely 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 worldwide adverts and located that simply 4% of these forged in them have been aged 60 or above.
As such, they’re the technology least more likely to really feel promoting is consultant of them, and the least seemingly to purchase from manufacturers they see marketed too.
Many advertisers can fall into the lure of portraying stereotypes in terms of representing older audiences, which will be inaccurate and dangerous. For instance, a standard stereotype is that child boomers are much less progressive than different generations, which our knowledge proves to be unfaithful.
Child boomers are extra seemingly than the common client to be considering different cultures, consider 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 customers 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 seemingly than Gen Z to be considering environmental points and 65% extra more likely to say they all the time recycle.
So the previous 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 nicely to eco-conscious decisions. Within the US, they’re extra seemingly than the common client to buy seasonal produce, restore their garments the place potential, and reuse issues like luggage.
Whereas activism captures headlines, boomers’ on a regular basis actions quietly transfer the needle on inexperienced dwelling.
8. Child boomers need manufacturers to be genuine and conventional.
It’s not simply Gen Z looking for model authenticity – boomers need it too, significantly 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 vital qualities.
Boomers’ want for manufacturers to be conventional provides firms with heritage the chance to double down on this attribute of their advertising and marketing when partaking 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 won’t match the everyday gamer demographic, however their gameplay time has seen significant progress – 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 every single day, however this determine has truly dropped by 10 minutes over the identical interval – whereas boomers’ playtime has continued to rise.
In the case of most popular gaming genres, puzzles lead amongst child boomers, however shooter and action-adventure titles carefully comply with in reputation. So whereas they nonetheless want a slow-paced puzzle, don’t rely boomers out of intense, fast-paced video games simply but.
10. Child boomers are a happy-go-lucky bunch.
In the case of values in life, child boomers’ prime worth is having a constructive angle; they’re 9% extra more likely to say this than the common client. Their psychological wellbeing is fairly robust too.
Within the US, 9 in 10 child boomers fee their psychological wellbeing as being good or excellent, which is considerably greater than youthful generations.
Regardless that child boomers have good psychological well being, they aren’t actually into self-care merchandise, over a 3rd of the technology 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 in terms of manufacturers partaking 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 important spending energy and affect, manufacturers ought to pay shut consideration to really understanding this viewers.
Whereas the subsequent technology grabs headlines, child boomers are redefining what it means to be 50+ within the fashionable world. By recognizing child boomers’ range, aspirations and buying energy, firms have a possibility to construct robust model loyalty with this demographic.
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