Baby boomer generation

The term Baby Boomer refers to the baby boomers after the Second World War. These are considered to be liberal and successfulBesides their family, their career career and social commitment social commitment - be it at work or in a voluntary capacity. Recognition and appreciation as well as the feeling of being neededplay a fundamental role for baby boomers. Values such as order, discipline and, in some cases, religiosity they have inherited from their parents. In general, however, baby boomers distinguish themselves from earlier generations. An overview of all the values, characteristics, attitudes and hobbies of the baby boomer generation is provided by our target group sedcard. We have of course also created a baby boomer persona based on data: Hans, 68.

Career and finances of the baby boomers

Baby boomers have a reputation as the affluent generation: today they often work in management positions and earn a correspondingly high salary. Baby boomers define themselves by their profession, one reason why many retire later or want to continue volunteering afterwards. Baby boomers work traditionally: cohesion, loyalty, security, discipline and diligence are important to them. Having grown up without the internet, the biggest challenge for them is to find their way in the new and fast-moving world of work. When it comes to their own finances, baby boomers are keen to save and invest money. However, because they have accumulated assets over time, they have sufficient resources to spend some of their savings. This makes them an interesting target group for companies. According to a study by the Max Planck Institute for Demographic Research, the over-60 age group accounts for one third of consumer spending.

Which values are important to baby boomers

Baby boomers value motivation, diligence and recognition. The latter not only affects the generation's working methods and consumer behaviour: Status symbols such as their own four walls, the outdoor kitchen in the garden or the SUV are important to baby boomers. Topics such as sustainability and environmental awareness are neglected by baby boomers, which is why younger generations sometimes perceive baby boomers as selfish.

Baby boomers: hobbies and leisure

Baby boomers work hard. If they do have free time, however, they become connoisseurs: those who have money invest it in beautiful experiences. Cruises, a city trip or cycling trips on an e-bike fill baby boomers with joy. Boredom is out of the question for them: they do sports, get together with family and friends for a barbecue or volunteer for social projects. Baby boomers are culturally interested and attend art exhibitions, concerts and literary events. In addition, baby boomers are dedicated to their home: Thus, household, repair and renovation work are part of the everyday life of this generation, along with travelling, sports and cultural events.

What media the baby boomers use

Growing up with classic media, baby boomers mainly use TV, radio and print media to inform themselves about world events. Nevertheless, baby boomers have long been familiar with digital media and communication tools. For example, the generation uses messengers such as WhatsApp or Facebook to communicate with family and friends. The use of mobile devices is a matter of course for them. Whether test reports, tutorials or music videos: The baby boomer generation has long since discovered blogs and YouTube.

Consumer behaviour: What and how baby boomers shop

While many of the early baby boomers are now retired, they don't feel like seniors. Instead of cell phones with big buttons and perms, baby boomers look for high quality when buying clothes and hardware, stay in upscale hotels when traveling and drive Mercedes. Baby boomers also get excited about technology that saves time around the house. The boomer generation buys a lot and likes to buy - but rarely without thinking. Instead, they compare ratings and prices on portals like Check24 and trust the opinions of friends or acquaintances.

The most important 9 facts about baby boomers
and how companies use them to their advantage:

1. The baby boomer generation is performance-oriented, disciplined and hard-working - this applies above all to their profession. Companies that communicate traditional values such as loyalty, reliability and quality to the outside world have good chances with this generation.
2. Generation Z strives for success and recognition - support them in this: with products and content that help them realise and maintain these goals
3. Invest advertising budgets in television and radio advertising . You can also reach the generation with advertisements in print magazines.
4. Use advertisements that show the generation as they would like to be perceived: young, agile and successful. Good examples of advertising with the older target group are, for example, Hornbach and Ikea
5. The most important apps for baby boomers are WhatsApp, Facebook and Youtube
6. They can also reach baby boomers via bloggers and Youtubers who share the generation's interests
7. Pay attention to an intuitive and clear design online - so that even older target groups can find their way around quickly and easily.
8. Show appreciation to your customers: Through exclusive vouchers and offers and additional services for regular customers
9. Baby boomers value personal contact with companies. Therefore, offer this target group personal advice: In the shop, via chat or by phone.