The COVID-19 pandemic has created a new world order for Baby Boomers, consumer born 1945 to 1964, who have been required to social distance, boost their immunity and embrace technology during this pandemic. As the second largest demographic group, seniors, who are approaching retirement or who are recently retired, are an affluent and influential group of consumers on the wish list for many savvy marketers.
It is no secret that the novel corona virus has devastated the lives of many Baby Boomers, especially those with pre-existing medical conditions. Despite this fact, this population has learned to adapt to change embracing technology -- contactless payments, Zoom calls and online purchases, especially for groceries.
Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency, share key trends as it pertains to reaching active, healthy Baby Boomers during the corona virus epidemic especially as it pertains to travel, food and beverages and wine and spirits.
Post COVID-19 Travel
Active seniors will still continue to travel in the low and shoulder seasons to social distance and avoid large crowds. Socially distant escorted tours are very appealing for seniors mainly for the ease and convenience for travel in a particular destination.
Travel advisors are important for this population especially as it pertains to curating bespoke travel experiences. Don’t get me wrong, the internet is still important as it pertains to researching their next destination. However, the personal touch from a trusted travel advisor will help active seniors’ custom design signature experiences.
Like other generations, Baby Boomers will pay particular attention to a destinations efforts to sanitize and other health and safety measure to make their dream trip an affair to remember. During this corona virus epidemic, active seniors have embarked on glamping vacations with grandchildren and even their own children in remote locations.
Other key trends include skip trips – grandparents traveling with grandchildren often leaving parents at home. Skip trips have become very important for parents who are doing double duty – working from home while helping their children with remote learning.
Post COVID-19 Food and Beverage Industries
This population has led and will continue to lead the way as it pertains to organic and healthy foods. During this corona virus epidemic, Baby Boomers and other generations have particularly focused on foods to boost their immunity until an ultimate cure has been found for this virus.
“Take-home grocery sales grew by 17% between April and July, breaking the record for the fastest period of growth since 1994. Online grocery shopping also gained popularity while managing to engage entirely new demographics. Some 10% of baby boomers now say they would buy more groceries online once the pandemic is over—compared to 34% of Gen Xs and 40% of millennials,” according to Food Safety Technology Baby.
Baby Boomers have embraced CBD-infused products simply because of the anti-inflammatory properties on their joints. This generation is a prime market for food and beverage companies offering CBD-infused line extensions.
Wine and spirit sales experienced double digit group during the corona virus lockdown. When times are tough, people drink and baby Boomers, Gen X and Millennials have contributed to the banner year for wine and spirit companies during this epidemic.
How to Reach Baby Boomers
Baby Boomers are becoming more comfortable with technology. “Research shows 66 percent of Baby Boomers own smartphones and 52 percent own tablets” according to Forbes.
Traditional marketing channels such as newspapers, magazines, television and radio are still key ways to reach this influential group. Having said this, savvy marketers should invest in SEO keywords and optimize their website for desktop and smart phones since Baby Boomers will search the internet prior to booking a trip or make a consumer product purchase.
Email is also another effective marketing platform to reach this influential demographic population. Some seniors have embraced Facebook, and it is important to have someone respond and interact to their questions on this platform.
Our boutique travel and lifestyle public relations agency stays abreast of ever changing trends especially during this COVID-19 pandemic.
We are here to help. Give us a call.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.