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Reaching Boomers: A Guide to Effective Marketing in 2025

Introduction

April 22, 2025

Boomers represent a powerful consumer group with significant spending potential. However, marketing to this demographic requires a different approach than younger generations. Traditional tactics like influencer marketing and trendy social media platforms don’t always resonate. Instead, successful campaigns should focus on trusted channels, clear messaging, and value-driven content. This guide will walk you through the best strategies for connecting with boomers and optimizing your marketing efforts for this influential generation.

Key Takeaways

Boomers overwhelmingly prefer organic marketing over paid tactics.
Video, email, social media, and blog content are the most effective formats for engagement.
This demographic values trust and typically takes longer to make purchasing decisions.

What Is Boomer Marketing?

Boomer marketing refers to promoting products or services to individuals born between 1946 and 1964. Since they control nearly half of the nation’s household wealth and have a high disposable income, they can be a lucrative target audience. Successful campaigns must acknowledge boomers’ digital habits and spending behaviours:

55.6% of their media time is spent online, consuming content from social media, blogs, and connected TV.
Facebook (59%) and YouTube (65%) are their preferred social media platforms, whereas Instagram and X (formerly Twitter) see lower engagement.

Best Marketing Formats for Boomers

Email Newsletters Email marketing remains a powerful tool for reaching boomers. Informative and straightforward emails perform best, with clear messaging and relevant offers. For instance, Eileen Fisher successfully engages this demographic with simple, well-structured emails that highlight product collections without using complex language or overwhelming visuals.

Key Takeaway: Keep emails clear, informative, and visually balanced. boomers appreciate well-structured content that offers real value. Long-Form Videos YouTube is the leading platform for boomers, making long-form videos an excellent way to engage them. Prudential, for example, uses customer-centric storytelling in its YouTube videos, blending animations and interviews to showcase financial planning strategies.

Key Takeaway: Use storytelling and informative content to create engaging long-form videos that provide real-world value.

Short-Form Videos

While short-form videos lack storytelling depth, they can still be effective. For example, Ilia Beauty used Instagram reels featuring a mother-daughter duo demonstrating makeup routines. These videos were engaging, informative, and product-focused.

Key Takeaway: Short-form videos should be visually appealing, concise, and product-driven while remaining informative rather than overly sales-focused.

Blog Posts

Boomers frequently read long-form written content, particularly on topics of interest such as healthcare, finance, and travel. AARP consistently produces blog content relevant to retirees. Their article on the benefits of walking backward for health reasons is an example of a well-targeted, informative post.

Key Takeaway: Blog content should be educational and relevant, addressing concerns and interests unique to boomers.

Social Media Posts

Facebook is the second-most popular platform for boomers, making it a valuable marketing channel. Brands like Walmart effectively engage older consumers by featuring boomer employees in their content. Similarly, Rick Steve's Europe posts travel guides with imagery of boomer travellers.

Key Takeaway: Social media content should focus on positive lifestyle imagery and straightforward messaging that resonates with older audiences.

9 Best Practices for Marketing to Boomers

Optimize for Both Mobile and Desktop

While mobile usage has increased among boomers (61% own smartphones), many still prefer desktop browsing. Ensure all digital content is optimized for both platforms.

Use Age-Appropriate Language

Avoid language that may alienate boomers, such as terms like “elderly” or “boomer.” Instead, use respectful and relatable terminology.

Highlight Product and Service Value

Unlike younger generations, boomers prioritize quality, performance, and price over brand ethics. Focus on clear value propositions and potential savings.

Invest in SEO for Search Visibility

boomers rely heavily on search engines for information. Optimize content for search intent, using detailed keywords and FAQs rather than chatbots or AI-driven assistance.

Build Trust Through Transparent Marketing

Personalized marketing is less important for this generation—only 25% value it. Instead, focus on brand credibility, straightforward offers, and clear communication.

Utilize Social Proof and Testimonials

boomers respond well to peer recommendations. Leverage customer reviews, case studies, and user-generated content to establish trust.

Prepare for a Longer Buying Cycle

Unlike millennials or Gen Z, boomers take more time before making a purchase. Nurture them with educational content and gradual persuasion through email and content such as blog posts.

Reduce Marketing Overload

boomers dislike excessive marketing communications. Keep outreach strategic—limit promotional emails and ensure each message provides genuine value.

Personalize Offers Without Being Intrusive

Since boomers are less comfortable sharing personal data, avoid excessive retargeting ads or AI-driven recommendations. Instead, focus on traditional customer engagement.

Conclusion

Successfully marketing to Boomers takes more than a one-size-fits-all approach, it demands tailored strategies, the right content formats, and a deep understanding of their digital habits. From email marketing to SEO-driven blog content, connecting with this influential demographic starts with building trust and delivering real value.

Struggling with where to start? Want to make sure you’re getting the most out of your marketing budget? Our team specializes in helping brands craft the right message, choose the right channels, and engage audiences that matter. Contact us today to find out how we can help you reach boomers in a way that drives real results.

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