Marketing to Baby Boomers

Marketing to Baby Boomers—those born between 1946 and 1964, now ages 61 to 79—represent one of the most powerful and financially influential generations in today’s marketplace.

While they weren’t born into a digital world, they’ve adapted with curiosity and confidence, making platforms like Facebook, email, and video content part of their daily lives. Still, they remain loyal to traditional media such as TV, print, and direct mail. Marketing to Baby Boomers requires a thoughtful balance of modern digital strategies and a deep understanding of their communication preferences. At Acorn Marketing, we help brands craft campaigns that resonate with Boomers’ values—clarity, trust, and authenticity—while leveraging the platforms where they’re most active. In this article, we’ll explore the most effective tactics for capturing their attention, earning their loyalty, and moving them to action across both digital and traditional channels.

Older woman smiling while using a laptop, representing the Baby Boomer generation's increasing comfort with digital technology. Illustrates modern marketing strategies aimed at Boomers, also known as consumers aged 61-79, who are active online and responsive to email, social media, and digital content.

Media Habits Shaped by Decades of Change
Raised on television, radio, magazines, and newspapers, Baby Boomers have seen it all. They’ve witnessed massive shifts in culture, media, and communication, and while they may face challenges with evolving technology, they continue to embrace it. Businesses must understand the most effective ways to market this group. Born in the post-World War II era, Boomers have lived through decades of significant social and cultural changes. They value hard work and seek a quality life, with many approaching or already enjoying retirement.

Facebook, the world’s largest social media platform, remains the most popular with Baby Boomers. Having grown up with phone calls and handwritten letters, they appreciate Facebook as a great way to stay connected. Whether keeping up with global events or family milestones, Boomers use the platform to share and receive updates, as many are grandparents or even great-grandparents. 82.3% of Baby Boomers belong to at least one social media platform, and 78% of Boomers are Facebook users.¹ While Boomers are active online, television remains their preferred medium. It evokes an emotional connection and often remains on for several hours a day, making it a strong channel for advertising.

Content Preferences: Clear, Meaningful, and Practical
When it comes to marketing, Boomers prefer content that is clear and straightforward, free of slang or overly trendy language. They gravitate toward slower-paced, meaningful videos, rather than fast, loud, or flashy content. Educational and entertaining material holds the most value for them. Having a seamless experience for browsing and clickable elements to navigate is favorable for this generation. They are eager to learn, which is why they are turning to social media for information and learning. Marketers should create content that answers their questions and addresses their concerns. This includes how-to guides, tutorials, and informational articles. Visual content, such as photos, videos, infographics, and short clips that tell a story and provide practical tips, is especially effective with Boomers.

Blending Traditional and Digital Marketing
A combination of traditional and digital marketing strategies works best for reaching Baby Boomers. They value brand reputation, simplicity, and transparent communication. With years of experience as consumers, they know what they trust. They’ve seen many brands cycle through popularity and remain loyal to those who have stood the test of time, whether in clothing, healthcare, beauty, travel, finance, or food.

Unlike younger generations who tend to follow trends, Boomers are still discovering brands through traditional channels like newspapers or catalogs, with 95% using email.² They do not favor speaking to chatbots or artificial intelligence. Their loyalty grows when they can speak with a real person or have a face-to-face interaction, rather than filling out forms or chatting with an AI assistant. They appreciate honest branding that focuses on quality and reliability rather than hype or popularity.

Expanded Channel-Specific Tactics

When it comes to reaching Baby Boomers, choosing the right marketing channels and tailoring your approach for each one is essential. Email remains a highly effective tool—95% of Boomers use it regularly—so prioritize clear, personalized messages that address recipients by name and focus on practical benefits. Keep the layout simple, use larger fonts, and ensure your emails are mobile-friendly, as many Boomers now check messages on smartphones and tablets. Search engines are another key touchpoint, with Boomers frequently turning to Google or Bing to research products and services. Invest in SEO by creating in-depth, informative content that answers their questions, and consider local SEO strategies to attract Boomers looking for nearby businesses. Don’t overlook the continued power of direct mail: many Boomers appreciate receiving tangible, well-designed mailers that feel personal and trustworthy. Use high-quality materials, straightforward calls to action, and even a touch of nostalgia to make your brand stand out. By optimizing these channels with Boomers’ preferences in mind, you can create a multi-faceted strategy that drives real engagement and results.

Senior man sitting at a desk in a modern office, headphones, holding a coffee mug, and using a smartphone while working on a laptop. Showing the Baby Boomer generation’s engagement with technology and multitasking. Ideal for illustrating digital marketing strategies aimed at Boomers—consumers aged 61–79—who are active online and value convenience, connection, and user-friendly digital tools.

Spending Habits: Thoughtful and Health-Focused
Understanding the spending habits of Baby Boomers is crucial for marketing to this generation effectively. However, they are frugal and calculated in their spending. They look for deals, subscriptions, and benefits that make purchases cost-effective. Even when ready to spend, they’re more likely than younger generations to choose off-brand products if the quality is comparable. Patience is key—Baby Boomers take longer to buy but will spend more when they do.

One area where they are especially willing to invest is in their health and wellness. They see this type of spending as an investment in their longevity and quality of life. According to GWI, more than 20% of Baby Boomers own a smartwatch or fitness tracker—more than any other generation—with over 80% using it primarily for health and fitness tracking.³

Multi-Generational Influence
Baby Boomers may not have grown up with modern technology, but they’ve embraced it with curiosity and intention. They often lean on their Gen X children and Gen Z grandchildren for assistance therefore, marketing strategies should speak to each generation. In contrast, Baby Boomers are often the ones purchasing for the Silent Generation who raised them, which also rises an important factor for brands. Boomers value trust, reliability, and meaningful connection—both with the brands they support and the people behind them. Reaching this generation effectively requires a thoughtful blend of traditional and digital marketing, straightforward messaging, and a commitment to service. When businesses take the time to educate, engage, and respect their preferences, they’re more likely to earn the loyalty of this experienced, values-driven audience.

What does this mean for marketing to the Baby Boomers?
Marketing to Baby Boomers requires a strategic blend of traditional and digital tactics that honor their preferences for clarity, quality, and trust. While they’ve embraced technology more than generations before them, they still value personal interaction, dependable brands, and content that educates and informs. They take their time when making decisions, but when they do, they’re ready to invest in what matters. At Acorn Marketing, we help brands connect with this powerful, experience-rich audience through smart, thoughtful campaigns that drive long-term engagement.

How Acorn Marketing will help you connect with Baby Boomers:

Craft clear, educational content that answers their questions and builds confidence in your brand.
Design multi-channel campaigns that integrate TV, print, email, and social media—especially Facebook.
Produce meaningful, slower-paced video content and visuals that resonate with their values and lifestyle.
Build seamless online experiences with intuitive navigation and practical calls to action.
Highlight your brand’s longevity, quality, and credibility through testimonials, case studies, and consistent messaging.
Develop strategies that speak to Boomers as both consumers and caregivers—acknowledging their role in multi-generational decision-making.

Baby Boomers are loyal, curious, and ready to engage when approached with respect and relevance. Acorn Marketing is here to help you create campaigns that not only reach them but move them to action.

While it’s rare that a brand is aiming to reach a consumers who are all of a a single generation, and there’s more to targeting than simply understanding your audience’s age or stage of life, but it’s all helpful when building out a marketing plan.

Take a look at the other blogs in our Generational Marketing Blog Series below: