Research Among Baby Boomers

20 Jan 2021

Research Among Baby Boomers

Back in the early 2000s, companies were highly focused on targeting the Baby Boomers. The cohort was the “it” generation. However, today most companies are focused on Millennials as they are the largest generation. The Baby Boomers were born between 1946 and 1964. While they are no longer the main focus, it would be a clear miss to ignore Baby Boomers as they are the second largest generation and spend $900 billion annually.

This is the first installment in a 5-part article series on generational research by Provoke Insights.

Why is it important to understand Baby Boomer’s behaviors, wants, and needs? They are brand buyers with money to spend. By capturing the broader patterns of their lives, brands can identify how and where to engage with this audience.

A common mistake when understanding this segment is that people just compare research results by age. However, it is crucial to understand how this segment grew up, who are their contemporaries, and what are their attitudes and beliefs. The experiences Baby Boomers have had throughout their lives shapes their relationships with a brand.

Baby Boomers grew up in the 1960s and 1970’s. Major events such as the Vietnam war, the asssination of JFK, Rowe vs. Wade, and the Civil Rights movement have shaped their individual perspectives.
In the 1960s, the most popular invention was the handheld calculator. In the 1970s, the laser printer was so large that it took up a whole room. Imagine how much changes this generation has seen in terms of technology alone. Baby Boomers definitely know how to adapt to changes in this regard.
- They are much more tech savvy than people give them credit for. The audience outspends Millennials on ecommerce sites.1
Examples of baby boomers include President Obama, Bill Gates, Spike Lee, Heather Locklear, Ozzy Osbourne, Sonia Sotomayor, and Oprah.

However, this audience does not act similarly to its predecessor the Mature generation. From Botox to Viagra, this audience has much more of a Peter Pan mentality. A third of Baby Boomers over the age of 65 continue to work after retirement age. Prior to COVID-19, this number was even higher.2 Why are they still working? Some Baby Boomers want to remain active ,and other simply have not saved enough for retirement.

So, is your band thinking about researching this audience? It is crucial to understand what type of experience they need to create a relationship with this audience. Qualitative research brings to life a more realistic portrayal of this group. If you are conducting survey research, remember to ask questions about attitudes, beliefs, behaviors, and media habits to make sure you are gaining full portrait of this audience.