NYC PR Agency Spotlights Key Insights For Targeting Baby Boomers During The Pandemic

The Covid-19 pandemic has accelerated early retirement for many Baby boomers, consumers born between 1945 and 1966.  The pandemic has forced this generation to reevaluate the work - life balance, their health and the things that are important to them.

Did you know . . .

• “In the first quarter of this year, 30.3 million baby boomers reported they were out of the labor force because of retirement, according to the Pew Research Center’s analysis of government data,” according to the Los Angeles Times.
• “Consumers 65 and older are now the fastest-growing group of online buyers, spending 49 percent more on the web in 2020 than they did the year prior, the Washington Post reported.”
• “Baby boomers control more than 70 percent of the nation’s wealth, well over $300 million in spending power,” according to FONA International.  

Allen Marketing Communications, a boutique NYC PR travel and lifestyle agency, stays abreast of industry changes and advises our clients to adapt their marketing strategy for targeting Baby boomers during the pandemic.  Here are a few trends to consider when marketing to this generation.

Search Engine Optimization
During the Covid-19 pandemic, Baby boomers have become much more tech savvy as the world pivoted and moved many activities online.  Savvy marketers should invest in a user-friendly, easy to navigate website.  Quick, easy to read content which gets to the point will appeal to this generation.   

It is really important to invest in SEO keywords and to truly optimize your company’s website to help this generation uncover the unique attributes for your brand.  It helps to have a chat feature on your website with a live customer service representative who can answer any questions Baby boomers may have as they are surfing your website.

Social Media
Facebook is still the social media platform to target a large concentration of Baby Boomers.  During the Covid-19 pandemic, Facebook has been the platform to keep this generation connected with loved ones and families.

Research also shows that “30 percent of baby boomers say that contributing to their community is important to them.  Baby boomers value their community and seek to support it.” 

Recently, Facebook has launched a new feature in Canada and the US called Neighborhoods. The idea is to support local businesses, while also giving people the ability to share tips in local groups and meet neighbours with common interests.” (Source:  Team Lewis)

Although Facebook is the preferred social media platform for Baby Boomers, this generation has been exploring TikTok and Instagram, not to the extent of their Millennial or Gen Z generation, but as a way to overcome the loneliness and isolation during the pandemic.

Travel
The Covid-19 vaccines and boosters have made it safe for Baby boomers to explore the world once again.  After two years of lockdowns and restrictions, there is demand for socially distant, GOAT (Greatest of All Time) trips.

Research shows this generation will spend a little more for longer vacations, sometimes buying out a villa or hotel to facilitate family reunions with their children and grandchildren.

This group has the disposable income to cover expenses associated with the multigenerational travel and destinations, hotels and cruises are wise to offer travel experiences to appeal to the different ages in the traveling party.  

This generation is likely to use a travel advisor to help plan a bucket list vacation and navigate the ongoing changes as it pertains to lockdowns, restrictions and vaccine requirements for different destinations.

Health Oriented Food and Beverage Products
Baby boomers will continue to lead the way as it pertains to organic, natural foods.  This generation has influenced the general public to adopt a healthy, holistic diet and lifestyle often inspiring dietary crazes featuring low-fat and low carb diets.

The Covid-19 pandemic has accelerated an interest in plant-based foods as a natural way to boost one’s immunity.  “Food Industry Executive found that three in 10 Baby Boomers claimed to be eating more plant-based food due to the pandemic; and with 59 percent of Boomers claiming to now be eating healthier overall, plant-based product’s inherent healthy halo is a perfect place to innovate,” according to FONA International.

According to Amica Senior Lifestyles, “the two new hobbies seniors are embracing during the pandemic are cooking (41 percent) and baking (three percent). This provides ample opportunity for innovation with meal kits and baking mixes, especially when 25 percent of Baby Boomers cited their biggest challenge when cooking at home is coming up with new meal ideas, and 24 percent cited lack of innovation to cook.”

This generation has also explored functional foods as a natural way to boost their energy and to make them feel better.

Another fun fact.

This generation has embraced technology – Zoom calls with loved ones, tele-health sessions with their primary physicians and online shopping.

Our travel and lifestyle public relations team understands Baby boomers are brand loyal.  This generation has worked hard during their career and they are willing to invest in the right food product, travel and lifestyle brand.

We are here to help.  Give us a call.
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By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.

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