If none of your marketing blogs are aimed at an older audience (baby boomers), perhaps you should ask yourself… why not?
The over 50 demographic covers a huge amount of the population in both the UK and the United States. These are all potential customers you might be missing out on.
As a copywriter and a baby boomer, I know the benefits of reaching out to this audience, so here’s 10 reasons why you need to target baby boomers.
1 It’s a big audience
Over 50s today make up 37% of the UK population, that’s not far off 24.5 million people. In the United States it’s a similar story with 35% aged 50 or over.
That is a massive audience you definitely can’t afford to ignore.
2 They have money to spend
Disposable income is higher in this group than in any other. Many baby boomers have finished paying their mortgage, but are still working. So they have lots of spare money.
Those no longer working may have built up a good pension pot. So, not only do they have the money to spend, they also have time to pursue other interests or ventures.
3 You can still have fun
Just because this audience is more mature doesn’t mean everything has to be ultra serious. They still have a sense of humour and often laugh at the same stuff younger audiences find amusing.
Don’t forget baby boomers grew up watching TV programmes such as Banana Splits, the Fonz in Happy Days and Monty Python. They appreciate humour and enjoy a laugh.
4 They love spending on their grandchildren
Even if they don’t spend loads on themselves, if there’s grandchildren on the scene they’ll be open to spending their money on them.
A report by Sunlife predicted Britain’s grandparents were set to spend a whopping £2 billion on gifts for their grandchildren in December 2018.
5 They are web savvy
In spite of what many think, a large proportion of baby boomers are web savvy, using the internet in all the same ways as younger people.
Silver Surfers, the term commonly used for older internet users, has been around for at least the last two decades. That’s plenty of time to become proficient online.
And for the ones not connected there’s still traditional print media.
6 They get social media
Even if social media doesn’t quite get them, boomers understand social media a lot better than they’re given credit for.
In fact, a recent study says they are using social media daily and 84% feel it will improve their lives.
They often use it in a different way to younger people by seeking out content for a specific purpose.
7 They’re loyal customers
It may take a little longer and a slightly different approach but once you win over an older audience, they’re more likely to stick with you.
Then it’s up to you to continue building engagement and strengthen the relationship. In other words. if you stay loyal to them, they’ll stay loyal to you.
8 If they like a brand, they’ll tell their friends
This type of word-of-mouth recommendation is priceless to businesses. Please your mature customers and they’ll spread the word. They’re quite good at leaving reviews, too.
9 They love a good story
Like their younger counterparts, baby boomers love a good story and like to be entertained.
Just so long as it’s written well. A mature audience are more likely to spot incorrect spellings and bad grammar. If they do, they’ll associate your brand with carelessness.
10 They’re keen to try new things
Many baby boomers see their second half of life as the chance for adventure and trying new things.
So, you can tap into this forward-looking approach, too and find out what your older audience are doing for their kicks.
If you need a copywriter who knows how to engage with an older audience, you can contact me here.