Generational marketing is a key issue in the field of senior in-home care because our target market is the senior population and their adult children caregivers or guardians. The baby boomer generation, which encompasses people between the ages of 53 and 71, fits both generations.
As the digital senior manager for a 24-hour senior home health corporation, I’ve discovered some key factors about how to market to baby boomers that have helped me attract the attention of our target market. Baby boomers are abundant, affluent and more tech-savvy than you might think. They’ve worked hard all their lives for all they have. They’re healthier and more active than their parents were at the same age, and they’re all about themselves.
1. Baby boomers are a big audience.
Baby boomers make up one of the largest sectors of consumers, so every marketer should be paying attention to effective marketing strategies for baby boomers. Generational studies show that about 70 million people fall into the category of baby boomers. The baby boomer generation is the largest segment of consumers, comprising about 40% of the market share.
2. Baby boomers are an affluent generation.
Employers who seek hard-working candidates will still find them among the baby boomer generation. Baby boomers hold a strong reputation for being diligent, hard workers who have saved and spent wisely.
Studies show that the baby boomer generation controls about 70% of all disposable income in the U.S. The baby boomers are also nicely situated to gain even more wealth. As their parents pass on, studies predict that baby boomers will inherit about $13 trillion to enjoy during their retirement or pass on to their own children.
3. Baby boomers are more tech-savvy than you think.
Baby boomers remember the introduction of the first black-and-white and color televisions. It’s important for marketers targeting this generation to remember that baby boomers have grown up with technology over recent decades. They’re more accustomed to technology than you might think, and they use it in different ways than millennials.
During my years of marketing to baby boomers, I’ve learned that the baby boomer generation spends as much time online as they do watching television. It might surprise you to learn that 96% of baby boomers use search engines, 95% use email, and 92% shop for products and services online rather than shopping in stores and shopping malls.
About 60% of baby boomers spend time reading blogs and online articles as a source of information and intrigue, and about 70% enjoy watching videos about products and services. If you’re looking to market via social media platforms, you’ll find an active audience of baby boomers on Facebook, where they’re happy to post news and photos of their grandchildren and latest vacations.
4. Baby boomers are the “me generation.”
Baby boomers are considered the “me generation” for their self-centered, individualistic attitudes. In marketing to people looking for in-home senior healthcare, I know that seniors want to enjoy their independence as much as possible. In-home senior care lets them have as much freedom as possible while maintaining their dignity. Adult child caregivers and guardians want to be able to care for their parents and still be able to work, enjoy their own families and have some well-earned fun. In-home senior care allows them to take care of their responsibilities and take care of themselves, too.
5. Baby boomers are healthy and active.
A large majority of baby boomers are in the pre-retirement stage of life. They are still working full- or part-time and looking forward to life as empty-nesters. They are working hard to pay off mortgages and other debts and maximize their returns on investments. It’s prudent to pay attention to these baby boomers’ characteristics in marketing. They’re looking for senior care that is reliable, trustworthy and offers a reasonable cost.
Baby boomers have been more health-conscious than their own parents. Medical technology makes it possible for them to live healthier and longer. Unlike their parents, who desired to relax during retirement, the baby boomer generation wants to get out and do all the things they’ve always dreamed of doing. Many seniors can remain active with some help from an in-home caregiver.
Many people are starting to think of the age of 50 as the new 40. Baby boomers aren’t yet thinking of themselves as an aging population. Terms like aging and elderly are a big turnoff, although they don’t mind the terms “seniors” and “senior citizens” as much.
While baby boomers are healthier and more active than their parents, their eyesight is starting to deteriorate. When marketing to this population, I stay mindful of the size and color of fonts. If my target audience can’t easily read our ads and blogs, they’re likely to click on a competitor’s ad quickly.
Because of the size of the baby boomer population, nearly every industry has an audience in this marketing sector. When marketing to baby boomers, it’s important to understand who they are, where they come from, and where they hope to be in the future when getting their attention for your business.
Karina has spent most of her career working in the senior care industry, mostly as a digital marketing manager for home care and nursing home facilities. With 8+ years of hands-on experience in digital marketing to her credit, Karina also worked as a consultant for senior care businesses. As someone who cares deeply for seniors and has expert skills in digital marketing, Karina founded SeniorCareClicks to fulfill her passion for her permanent career.
Karina and SeniorCareClicks have been featured in Home Health Care News, HomeCare Magazine, Forbes, The Nursing Home Podcast, and other media. Karina is “the premier expert in senior care marketing”!