Millennials are frequently featured in news headlines and seem to be the target of many marketing campaigns. While this group—defined by birth years between the early 1980s and early 2000s—is an interesting group to study, advertisers cannot lose sight of another important group—Baby Boomers. These Boomers, born in the roughly 20 year period following World War II, make up 28% of the population and are vitally important to our economy. Currently, Baby Boomers annual spending is $2.3 trillion and 70% of this is discretionary income. Advertisers would do well to acknowledge that baby boomers are tech savvy and curious by nature. Advertisers can take advantage of this by targeting Baby Boomers through not only traditional media but also through various digital platforms.
Advertising to Millennials, the generation born between 1980s and early 2000, is not the same as advertising to Baby Boomers, the generation born between 1946 and 1964. According to recent studies, Millennials seek out brands that support and align with their values. In addition, Millennials also want to create a personal connection with the brand. Nike, for example, is known around the globe; and its message, “Just Do It,” is universal, making the brand relatable to everyone. So, it’s natural to see so many Millennials drawn to Nike’s products.