Marketer, remember the boomers!
Often, advertising is mainly targeted at the 24-54 age group, although purchasing power is concentrated in the older population. Many retirees still have 25 years of active, enthusiastic life ahead of them. In 1973 in Finland there were 3006 people aged over 90. In 2023, there will be over 58,000 and in 2070 an estimated 220 000.
So-called boomers, those born before 1965, have the money and the will to spend. This generation has spending power, spends a lot of time in the media and makes big, deliberate purchasing decisions. People are living longer, doing well for longer and have accumulated wealth.
Consumption among 75-84 year olds is rising sharply and has already reached the level of 35-44 year olds. In the past few years, restaurant visits by seniors have doubled, says ToinenPHD's Anna-Riikka Hovi-Taunila in an article on marketing trends.
The majority of boomers fall into two of Sanoma's media consumption segments. The segments Accustomed Everyday Enjoyer and Literate Information Seeker are almost equal in size.
Busy and active boomers do not feel old, and therefore brands should not treat them as old either. It's worth trying to break away from stereotypes about older people and present ageing in a realistic and positive light.
How boomers use media
Boomers are active and engaged media users. Media groups are dominated by print news and magazines, digital news media and the web. Commercial TV also plays a big role in boomers' media day. Linear TV is a familiar and meaningful way to consume moving image content. While evening viewing is more prominent, the target audience is also reached during the day.
Unlike some could think, boomers are active digital media users and do a lot of shopping online. Information-hungry boomers follow the news closely throughout the day. Both the printed newspaper and digital services play a big role in their lives.
Online behaviour is business-oriented: running daily errands, reading the news and gathering information to help them make decisions. The age group likes to participate in social media. Facebook in particular is strong among the target group.
Magazines have a big foothold in everyday life. The printed magazine in particular has been with them for years and is a way for the age group to immerse themselves in lifestyle content.
Radio is often a companion throughout the day. Channels that appeal to target audiences, such as Helmiradio and Aito Iskelmä, keep you entertained and put you in a good mood for the day.
Learn more about Sanoma:
How to market to the over-60s?
The target audience study offers useful insights and tips.
For more information, contact your contact person by Sanoma or
