How to Sell to the Generation That Still Buys Big…

Born between 1946 and 1964, Baby Boomers are one of the most economically influential generations in the United States. They control over 50% of all U.S. household wealth, make up a significant portion of discretionary spenders, and aren’t shy about purchasing products or services that improve their lives. While marketing today focuses on Millennials or Gen Z, Boomers are still a driving economic force, and they respond best to messaging tailored just for them.

Here’s how to effectively market to Baby Boomers in today’s landscape.

1. Understand What Matters Most to Boomers

Boomers value trust, quality, and relationships. They are generally more brand loyal than younger generations, but they expect excellent service, consistent messaging, and dependable results. They also tend to favor businesses that demonstrate credibility, longevity, and clear communication.

Key priorities for Boomers include:

• Value over price – Not always looking for the cheapest option, but the best value.
• Personalized customer service – They grew up in the age of personal interactions.
• Clear, detailed information – Boomers want to know what they’re buying and why it matters.

2. Use Straightforward, Respectful Messaging

Avoid slang, gimmicks, or overly casual language. Boomers prefer messaging that is professional, respectful, and informative. Highlight how your product or service solves a problem or improves their quality of life, whether it’s convenience, peace of mind, or long-term savings.

Tip: Boomers appreciate a story-driven approach, especially one that shows real people using your product. Testimonials, case studies, or narratives rooted in real-world benefits resonate well.

3. Emphasize Experience and Expertise

Boomers trust businesses that appear established and experienced. They want to feel that they’re buying from a company that understands its industry and has a proven track record.

If your business has been around for a while, say so. Use terms like:

• “Serving customers since 1975”
• “Trusted by thousands of families/businesses”
• “Industry leaders in…”

4. Don’t Overlook Digital—But Keep It Simple

Yes, Boomers are online. In fact, over 80% use the internet regularly, and many shop, browse, and research online. However, the key difference is how they interact online. Your digital approach should emphasize:

• Easy navigation (especially on mobile and tablets)
• Larger fonts and clear calls to action
• Security and privacy assurances

Email newsletters, Facebook (which Boomers still dominate), and informative websites are powerful tools. Avoid flashy popups or overly complex design elements.

5. Offer Great Customer Support—And Make It Human

While younger generations may prefer chatbots or self-service, Boomers often want to talk to a real person. Whether it’s a question before purchase or a concern after, offering personal support (via phone or live human chat) builds loyalty and reduces churn.

Tip: Include a phone number prominently on your website and in marketing materials. Even if they don’t use it, seeing that it’s there builds trust.

6. Highlight How It Fits Their Lifestyle

Boomers are more active and independent than previous generations at this age. Many are still working, traveling, caregiving, or exploring hobbies. Frame your product or service as a tool that enhances freedom, comfort, health, or connection.

Think:

• “Save time so you can focus on what matters”
• “A smarter way to simplify your day”
• “Support when you need it, freedom when you don’t”

7. Loyalty Is Earned—But Worth It

Boomers don’t typically jump from brand to brand. If you impress them, they’ll often stick around—and tell their friends and family. Loyalty programs, exclusive offers for returning customers, or referral incentives can be very effective.

Final Thoughts: Boomers Still Mean Business

Boomers aren’t a fading market, they’re an active, loyal, and valuable consumer base. With the right tone, messaging, and service, you can earn their trust and keep it. The brands that prioritize authenticity, clarity, and customer care will be the ones that win over this influential generation.