Advertising to Baby Boomers: Strategies for TV Commercials

Perceptions and Misconceptions About Baby Boomers

Some Realizations Do Not Match Up

Rather than preparing for the future, Boomers prefer to enjoy the moment, Harris (2003) stresses. The Baby Boomer generation, also known as the "me" generation, reportedly desires to remain healthy and young. Despite this generation's good intentions, however, many individuals in this group are reportedly "not willing to pay the price to get there" (p. 83). One contemporary concern facing the U.S. that will directly affect the future — and that advertisers will also face — is that approximately 76 million Baby Boomers will soon retire from the mainstream of society. As these individuals will no longer work long hours at high-pressured jobs in their primary careers, their lifestyles will dramatically change. Along with this impending transition for Boomers and their communities, the realization comes to light that both society and businesses need Boomers' support. The priceless benefits Boomers contribute to communities — such as their influence, knowledge, wisdom, and financial prowess — impact communities and businesses significantly. Consequently, as Boomers constitute such a powerful group, own the majority of wealth in the U.S., and control the majority of the country's discretionary spending, businesses cannot afford to ignore them (Carpenter; Winter, 2002).

Neither can the fact be ignored that the Boomer generation is nowhere near ready to be written off or discarded. Even during the process of pursuing mid-life comforts and moving into retirement, Boomers refuse to perceive themselves as old. Instead, as they maintain a sense of eternal self-confidence, they perpetually strive to learn, relish a sense of fun in life, are hungry for information, and willingly adopt innovative technologies (Harris).

One key figure in this research reflects how the amount of advertising dollars directed at Boomers — approximately 5% — does not match the percentage of wealth Boomers control (70%), nor the percentage of this group's discretionary spending (50%) (Carpenter). Winter (2002) reports the percentage of advertising funds to be double the amount Carpenter reports, noting that approximately 10% of advertising monies are specifically aimed at the Boomer market. Winter does concur, however, that businesses and creatives target their advertisements primarily toward younger consumers, ages 18 to 49. The underlying message in too many advertisements appears to be that once a person turns 50 years old, he or she no longer matters (Green, as cited in Winter, ¶19).

Boomers' Plans

Although Boomers reportedly control 70% of the wealth in the U.S. (Carpenter), not all Boomers are wealthy. The majority of Boomers grew up relating to the social context that if one works hard and is loyal to his or her employer throughout a career, he or she would, in turn, receive "job security, a good pension, and health insurance" (Moen, as cited in Winter, ¶16) for the remainder of his or her life. Today, a number of Boomers have learned that this belief does not necessarily prove to be fact. Some individuals in the Boomer generation, who reportedly planned to be earning their peak incomes when they turned 50, instead found themselves without a job when they reached that age. Because of their preconceived expectations of continued employment and a hefty salary, many men and women in this age range may not have sizable savings, and some even struggle to maintain a reasonably comfortable lifestyle.

The language used to identify Boomers — particularly in research — must change, Winter purports. Today, "even the word retirement has been rendered meaningless. So are all the other age-defined categories such as 'the aged' or 'senior citizens'" (Moen, as cited in Winter, ¶19). The need exists in the U.S. to no longer characterize an individual's mental and/or physical capabilities by his or her age. As a generation of Boomers, currently in their 50s, 60s, and 70s, move through their lives' plans — whether they choose to retire from their work or not — they want and deserve an array of options.

Even though only approximately 41% of Boomers currently foresee that they will have "a secure, financially sound plan for retirement," they nevertheless believe they will have an average of 22% of their income remaining to spend on discretionary expenses after paying basic living expenses ("Boom time," 2008, ¶4). These capable, energetic seasoned citizens, as Davis (2005) argues, "ought to be the most sought-after demographic cohort for American marketers" (¶3). Instead, they are too often misunderstood and disregarded as old folks who do not count. Harris recounts one particularly unflattering description of the Baby Boomer generation that denotes them, not as misunderstood and deserving of consideration, but as "a bulge moving through a python…" (p. 23). Despite labels and a myriad of misconceptions attributed to Boomers, this group constitutes an extraordinary, lucrative consumer group. Instead of connecting with these older individuals and making conscious, considerate efforts to reach them as customers, however, many businesses and creatives primarily focus on youth — and consequently miss out on potential profits from a vital investment.

Misconceptions About Boomers

One particularly persistent myth regarding Boomers purports that "life ends after 50" (Harris, p. vii). This, according to Harris, constitutes "just plain age discrimination" (p. vii). Harris, however, attributes part of the youth-oriented consumer problem to Boomers themselves, who reportedly — albeit with marketers' help — created this particular marketing situation. Boomers are reportedly the generation that refuses to grow up and vows never to grow old. Harris relates the following myth about Boomers, countered by reality:

Myth: Everyone knows about the Baby Boom. Everyone has heard everything there is to hear. Besides, now that Baby Boomers are on the downward slope of the hill of life, they are still numerous, but are becoming less interesting.

Reality: Both misconceptions can cost a marketer dearly. How can one claim to "know" 77 million people? There is always something new to learn. (Harris, p. vii)

Boomers, Harris notes, are repeatedly ignored or stereotyped with a number of misconceptions. Research by Harris identifies several such myths that persist in advertising and marketing contexts.

Stereotyping: A Double-Edged Sword

Davis purports that when marketing to Boomers, stereotyping and misconceptions relating to their silver hair contribute to bad marketing. Businesses and creatives fare better when they address a Boomer's self-image, not his or her chronological age. A number of researchers argue, however, with Davis's further contention that "anything that makes a 50-ish boomer feel 30 again is a good bet" (Revesz, as cited in Davis, ¶14) in advertising.

CitiBank fraud advertising portrays a blatant example of stereotyping Boomers. The advertisement's depiction of young cyber thieves victimizing older Boomers, Harris stressed, constitutes a double-edged sword. Even though Boomers may perceive the characters as cartoonish and reportedly are not offended because they realize the actors do not realistically portray them, the ads may still alienate them. The message the cartoonish characters appear to portray — of silver-haired, not particularly competent individuals — would likely offend most Boomers regardless of their hair color. Older people are not more susceptible to fraud than younger people, as many Boomers would likely argue; in fact, many Boomers are as competent as, and some even more so than, some of their younger colleagues in the digital era (Harris).

The points Nyren (2005) makes differ dramatically from a number Davis presents, particularly the contention that Boomers want to feel as though they are 30 years old again (¶14). Age is not a factor Boomers dwell on. Most of the time, Boomers — just like individuals in other generations — do not even think about their chronological age. The majority of Boomers do not long to be 18 again, or even 30. This misconception, however, underlies too many advertisements crafted by businesses and creatives, contributing to their failure to connect with Boomers.

Relating to Boomers

To mend the rift between businesses and advertising creatives and help them connect with Boomers, individuals working in these arenas need to discover the common denominator their message shares with what Boomers want and/or need. Improved communication constitutes one of the threads needed for mending this rift. To bridge the apparent generational divide and begin to craft commercials that connect with Boomers requires clear, constructive communication (Derrick and Walker). Goals for messages advertised in commercials or other media also need to be clear. One primary motivation for Boomers, as well as for younger generations, is the belief that they — along with their contributions — matter (Derrick and Walker). When businesses and advertising creatives focus on similar missions and visions, differences between younger generations and Boomers need not divide them. Instead, as these differences are acknowledged, they can be surmounted.