Boomers - the digital natives?
Not quite but if I told you there was a market that had 30% of the US disposable income, the time and money to shop, and are interested in exploring new food and alcohol experiences you'd think marketers would be all over it.
I'm talking about Boomers.
Of whom 83% feel stereotyped and ignored.
Yet only 4% of global digital ads represent Boomers (Source: TechCoCreative X).
And of that 4% 2/3 of the older consumers were shown in a family setting - a safe & expected stereotype.
But wait a minute they don't shop online right?
Not quite...Boomers are more likely to buy things on line than Gen Z.
According to Meta they increased mobile time to 150 minutes a day so they are there.
But they are on facebook and Instagram right?
Not quite - Tik Tok has seen Boomers increase usage by 57% and the top reason for using social platforms is following influencers.
Next time we're designing digital, social or influencer campaigns let's start to think a little broader and start to tap an audience no-one is talking to
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