How to Market to Modern Age Boomers

Most active adults would agree that their version is not their grandparent’s retirement. They’re an on-the-go discerning group of consumers who know what they want, and how to find it. City developers, tech companies, and home builders are becoming privy to the fact that if they’re going to effectively target this savvy population, they’ll have big shoes to fill. When it comes to being in-the-know about the latest devices, purchasing a home, or navigating the job market, today’s baby boomers are not to be underestimated.

Create More Jobs
Who said anything about retiring? According to a 2017 Gallup survey, about 74% of adults planned to work past retirement age, and based on the number of boomers delving into entrepreneurship, or continuing in their current careers, this percentage will likely be on the upswing. Larger cities with strong job markets include D.C, Miami, San Diego, and Seattle – and pairing a robust economy with accessible amenities, and efficient public transit makes it easier than ever to put the retirement party on the back burner.

Show Them Where the Action Is
Needlepoint and crosswords might pacify some, but most these folks are off on a mountain bike, enjoying a night on the town, or exploring the food scene. Cities that attract baby boomers and empty nesters are those that offer an all-inclusive lifestyle – equipped to indulge a variety of interests from outdoor sports, and performing arts, to diverse dining, shopping, and volunteer opportunities. Many towns have implemented “age-friendly” initiatives like accommodating sidewalks, YMCA’s, and open green spaces to promote active living.

Bring on the Technology
From home automation to smartphones, to the latest vehicle innovations, boomers are dominating the digital landscape. For the majority of the 55+ population, the idea of using a Post-It note is an archaic concept when they have an “app for that.” According to the Pew Research Center for Internet & Technology, cell phone use statistics came in at an impressive 84% for Boomers 57-65, and 77% for those 66-74 – but these days, it’s not just for phone calls when they’re capable of everything from banking to programming the home thermostat. Additionally, this online generation is relying on smart-home technology, and automotive features like navigation and remote security to get them where they need to go and keep an eye on things while they’re away. It’s an electronically saturated jungle out there, but this group is embracing it one upload at a time.