Baby Boomers: the overlooked generation

While marketers scramble to decode the complex digital habits of Millennials and Gen Z, another audience quietly holds the lion’s share of spending power — and barely gets a second glance: Baby Boomers.

Despite being possibly the most overlooked generation in digital marketing, baby boomers control more than half of U.S. consumer spending. They’re active, curious, and digitally connected, yet brands still pigeonhole them as technophobic, stuck in their ways, or simply not worth the marketing effort. It’s not just a dated perception — it’s a costly blind spot.

The reality is that  boomers aren’t quietly preparing for retirement, they’re launching businesses in their sixties, learning languages, exploring the world, and yes, shopping online. They’ve lived through cultural revolutions, recessions, and the rise of the internet — and they’re still driving change. 

So why wouldn’t they also be driving your next big marketing win?

The term Baby Boomers is normally used to refer to those born between 1946 and 1964 and who came of age in the shadow of war but also lived through the cultural change of the 60s, 70s and 80s. They rode the wave of rock ’n’ roll, second-wave feminism, and Woodstock — and now, they’re doing something just as revolutionary: adapting to a radically new way of getting older. 

Long gone are the days of quiet retirement. Today, Boomers are facing a totally new landscape compared to the previous generations. As a result they are launching businesses in their 60s, taking university classes in their 70s, and climbing mountains (literally and figuratively) in their 80s. Rather than fading into the background, they are reshaping the way we think about age, vitality, and purpose. In parallel to this, the demographic landscape is also changing: it is expected that by 2030, for the first time in history, Americans aged 65+ will outnumber children — a trend that’s mirrored across Europe and Japan (U.S. Census Bureau).

Dismissing Boomers as set in their ways and irrelevant could be costly for your business. Evidence shows that in the U.S. alone, they control an estimated 70% of all disposable income and account for more than 50% of total consumer spending. Yet marketers still overlook them in favor of younger, ‘trendier’ audiences.

But here’s the twist: Boomers are not just spending — they’re experimenting and adapting to a new digital world they once shied away from. From smartwatches to electric vehicles, this generation is surprisingly eager to try new products, especially when they relate to wellness, ease, or quality of life. They’re not brand loyalists by default — they’re simply savvy and evidence shows that their brand loyalty mirrors that of younger generations. Give them attention, and they’ll reward you with attention and purchasing power.

The common stereotype that Baby Boomers are behind on the natural digital adoption process is unfounded. As of 2024, 75% of Americans aged 65 and older appear to be active internet users, a significant increase from previous years. ​

The online activities of Boomers are diverse: 49% of them reported using YouTube, increasing by 11%  since 2019. Facebook also remains a popular platform among Boomers, with 70% of U.S. adults spending time on the social media platform. ​

In terms of  online shopping, Boomers are actually ahead of the curve. A KPMG study revealed that in 2020, 67% of individuals over 75 increased their online shopping activities, with 44% trying new technologies for the first time. Data also suggests that while millennials and Genzs may shop online more often, Boomers tend to spend more, reflecting their substantial purchasing power.

Video content is a medium that this demographic appreciates particularly: 78% of Baby Boomers worldwide engage with digital video services, with a significant portion taking action after viewing. 47% of them seek additional information, and 39% follow through by clicking on related links.​ In terms of social media, YouTube and Facebook are key platforms used by Boomers for content consumption, social connection, and information gathering.​ Specifically, as of 2024, 49% of those aged 65 and older use YouTube, and 70% of U.S. adults are on Facebook.

YouTube isn’t just for makeup tutorials, cat videos, and Gen Z dances. For Baby Boomers, the platform is a digital Swiss Army knife, full of quick answers, how-tos, and favorite shows, all in one place.

According to Google, Boomers turn to YouTube for three key reasons:

• To save time: They want relevant, no-fluff content that gets to the point.
• To learn: One in three Boomers uses YouTube for tutorials and product research — especially for big-ticket tech items.
• To unwind: From documentaries to DIY repair hacks, YouTube offers a personalized version of TV they can watch anytime.

Boomers are not just passive viewers. They engage. They click and finally they convert. In fact, they often outperform younger users in post-video actions like searching for more info or clicking links.

If YouTube is the entertainment hub, Facebook is the family room. It’s where Boomers stay in touch, share memories, follow their favorite brands — and scroll, a lot.

On average, Boomers manage around 4.6 social media accounts, but Facebook remains the most important. They spend over 11 hours a week on the platform, using it to engage with friends, discover content, and respond to advertising more than any other channel.

For marketers, that’s a potential goldmine since Facebook remains the most effective entry point for social ad campaigns targeting Boomers — combining familiarity with reach to offer potentially a higher click-through rate.

Boomers are not winding down. They’re revving up and taking control of their future.

Retirement doesn’t look like it used to — many boomers apparently aren’t even interested in stopping work. According to a Merrill Lynch study, 76% of Boomers expect to keep working in some form: part-time, freelance, or by launching a passion project. It’s less about slowing down and more about switching gears.

This generation has shown ways that their abilities are not to be doubted: the people that make up this quarter are healthier, better educated, and more digitally fluent than any group of middle-aged adults before them. They are not only accepting their new lives, but also their wellness is put first and the products and services they are looking for are in line with a vibrant, self-directed life.

Forget the idea that e-commerce is just something Gen Zs know their way around. Baby Boomers are browsing, buying — and outspending other generations. According to KPMG, they shop online as often as Millennials but spend more per transaction, valuing lean interfaces, detailed information, and websites that don’t feel like puzzles.

This is why intelligent design matters. Accessibility isn’t just a nice-to-have — it’s a business driver. Optimizing your user experience for Boomers in fact often leads to better performance across all demographics.

Despite the numbers, Boomers remain a riddle for most marketers and a costly blind spot in most marketing strategies. They make up a powerful, highly engaged consumer base — but receive just a sliver of digital media attention. Why? Because many campaigns are still built with a twenty-something in mind.

The problem isn’t just demographic — it’s cultural. Most agency creatives are in their early 30s. And unconsciously or not, they build ads for people like them. The result? Messaging that feels off, outdated, or invisible to Boomers.

To really start creating a connection with Baby boomers the first step is to drop stereotypes. It is best to begin to acknowledge them as who they actually are, which are curious, energetic and engaged people with tons of experience. They are not looking for “senior discounts” – they are looking for brands that get them and can make their lives better. 

To really engage with them, marketers need to invest content that captures their attention. Below are some suggestions:

• Focus on values, not hype.
• Create educational content — including tutorials, how-tos, explainers.
• Create messaging that emphasizes purpose, wellness, and freedom.
• Focus on smart design — employing clean visuals, readable text, and intuitive flows.
• Stop using clichés. Stop ridiculing them and start listening to them.

Boomers aren’t just online — they’re thriving in the digital dimension. They’re watching videos, reading reviews, booking trips, discovering brands, and making purchases. They’re digitally present, financially powerful, and often more engaged than younger users.

For marketers chasing ROI, this isn’t a fringe audience. It’s a foundation you can build on.