It’s hard to ignore a 77 million strong demographic with the spending power the boomers have. In the United States, the baby boomer generation— those born between 1946 and 1964— spends half of the nation’s disposable income, nearly $2 trillion. Similar patterns on lesser scales are found in several developed counties.

In 2009, with the youngest boomers just turning 45 and the oldest 63, we have boomers with young children, others with grandchildren, some with both, still some with an aged parent in need of care. There are boomers retiring, while others are going back to college or changing careers.

Some 50 year olds are empty nesters; other 50 year olds are still providing for their adult Generation X children. The situation is very similar in Europe, Canada and other countries. Boomers number some 450 million worldwide.

This is the only time a generation has been designated by its parents’ fertility rates instead of by the formative experiences that shape it, which is why we now have numerous cultural analysts, advertising agencies, and prominent news sources talking about Generation Jones, the name given to those born between 1954 and 1965 (1953-1968 in some countries), the younger boomers.

The Washington Post sums it up well: “Generation Jones has its own particular experiences, values, attitudes, and voting behaviors.”

Whether the label works or not, recognizing the differences in life stages and cultural references is important. It’s also important to remember that the cutoff dates are not set in stone. Many of those born near a cusp will identify better with the previous or later generation.

Marketing To Baby Boomers

Let’s take a look at some of the differences between the younger and older boomers, Baby Boomers and Generation Jones.

Baby Boomers, Born 1946-1954

Touchstones – In the United States, these include Howdy Doody; Woodstock; the Beatles; Vietnam; the assassinations of JFK, Robert Kennedy, and Martin Luther King, Jr.; Star Trek; Motown; political unrest; the first walk on the moon; social and drug experimentation; and the civil rights, environmental, and women’s movements.

Key characteristics – Boomers grew up in a time of dramatic social change and are associated with traits such as free spirited, optimistic, mold breaking, individualistic and social cause oriented. As a group they have been the healthiest and wealthiest generation.

Generation Jones, Born 1955-1964

This younger boomer demographic in the United States is made up of 53 million people, the bulk of the boomer generation (which peaked in 1957). Touchstones- in the United States include Watergate, the oil embargo, inflation, gasoline shortages, the Cold War with its threat of nuclear war, Ronald Reagan (very popular with Gen. Jones), and disco.

Key characteristics- Given huge expectations as children, they were confronted with a different reality as they came of age. Hence the name, which comes from the slang “jonesing” referring to an unrequited yearning. Gen Joneshas some of the 60’s idealism but is less trusting of government and more cynical than its older siblings, but not as cynical as Gen X. This generation pioneered computers and includes Bill Gates and Steve Jobs.

In spite of the differences, there are still many things that the younger and older boomers share, and that you can apply to marketing.

Bridging the Gap Between Younger and Older Boomers

Advertising and Marketing: Almost 70 percent find ads increasingly crude and most won’t purchase when the ad is offensive. Only 23% find ads geared towards their age group. Still, they are more likely than younger groups to be motivated to buy based on an Internet ad. Also, boomers like bargains, but only on quality items,and they want to be made to feel special.

Sixty one percent want more product/service information- they want to read about products before purchasing. They think about the choices a product will give them rather than looking for quick fixes. Tell them why they need something and BS detectors go off. Instead, present the product/service, and let them give it the meaning. Make infomercials and other videos real; drop the storyboard and hype.

Boomers identify younger than they are, but not too much younger. Many ad agencies have advertised to boomers the same as they do to 19-25 year olds. Mistakes made in this area have been costly for some very large companies. Boomers say they just want to feel good at how much money they make, which hopefully you figure is about a decade younger.

They’re not brand loyal like their kids. They’re more likely to trust a friend than an unknown marketer. Boomers like things that reinforce the feelings of specialness they grew up with.

Internet Savvy: Seventy percent of adults age 50 to 64 are online today, only 12% less than younger groups. Fewer of them have broadband, but overall usage mirrors other age segments.They’re more likely than GenX’ers to use the web to gather information, nearly as likely to shop online, and they’re avid consumers of business and health related information.

Most have been online for more than 6 years. 82 percent use Internet beyond email. Almost one third are bloggers. More than 60 percent of baby boomers are avid consumers of social media like blogs, Facebook, Twitter, LinkedIn, MySpace, forums, podcasts, and YouTube. Boomers use social media sites to find long lost friends, connect with family, and for professional networking.

Income: Avoid affluent stereotypes. This is the wealthiest generation in history, but only 9% percent are truly affluent ($150,000 annual pre-tax income) and one quarter have no savings or investments.

Strong Desire to Remain Active: Favorite activities include listening to music, attending concerts and sports events, dining out, fitness walking, and camping. An Outdoor Industry Foundation study in 2004 reported 40% of people ages 45 and older say they’re looking for a new outdoor activity, and at the top of the list were backpacking/hiking, road biking, camping and paddle sports. Travel is also very popular with boomers. Adventure travel and exotic locales are of high interest, with comfortable beds, great food, and a nice view.

Well Educated: Over one quarter have a bachelor’s degree or higher.

Socially Conscious: This drives buying behavior for many boomers. Seventy percent say they have a responsibility to make the world a better place.

Children: 28 million have kids in the home (children, step children or grandchildren). The boomers’ parental role usually extends beyond the time when a child is a minor. Boomers view financing a child’s college education as a parental responsibility.

Retirement: Top concerns are cost of health care, diminished social security benefits, losing their health, and not having enough money. Eighty percent intend to continue working in some form during their retirement.

Likes Nostalgia: Boomers seek creative ways that show more understanding of the culture than just 60s tie-dye and Woodstock. A good example: Bayer’s commercial where Leonard Nimoy (Dr. Spock of Star Trek), thanks to Aleve, successfully presents his famous “V” gesture painlessly with his arthritic hand.

Identifies With: Boomers associate with people like themselves, not the “gray haired, stodgy people over there.” Most don’t want to be called “seniors,” “aging hippies,” or “cougars.” Boomers consider the selves middle-aged, and “old” doesn’t come till 75. “Experienced” or “educated” is better.

Open to New Ideas: This generation broke the mold during every stage of life; this stage is no different. They’re open to a wide range of new home business ideas and experiences.

As you may have noticed, there are several things that make the baby boomer generation a good demographic for an online business or niche marketing.The key is understanding that this is a generation that won’t be herded, rushed, or won over by hype.

Respect the baby boomers’ desire for freedom of choice. In that freedom, they are redefining what it means to be old for the next  generation – active, adventuresome but thoughtful, contributors to society.

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