Engaging The Baby Boomer Consumer

Enabled by new technologies and programs, Baby Boomers are living longer and redefining aging from an obstacle to be overcome to a lifestage to celebrate and enjoy. As this large segment of consumers reaches old age, Boomers are playing an influential role in driving macrotrends, such as wellness as lifestyle, as well as emerging trends across industries that redefine how we live now, such as the rise of co-housing and community-driven platforms. As a group, Boomers still wield outsize spending power, and this research paper highlights how savvy brands are tapping into this segment with marketing, products and services that defy stereotypically ageist assumptions and seek to empower them to live fuller, more independent lives.

It is supported by best-in-class case studies, and insights collected from the PSFK x Suzy Baby Boomer Survey, an original survey of 500 U.S. consumers conducted by PSFK and Suzy, the real-time consumer polling platform.

Published October 2019

This 27-page report includes:

  • 19 trends that outline how forward-thinking brands are catering to Boomers with marketing, products and services that defy ageist assumptions and empower them to live fuller, more independent lives
  • 60 trend-supporting exemplary case studies
  • 6 strategic guidelines for brands to activate Boomer consumers
  • Exclusive expert insights from one of the featured brands
  • Qualitative and quantitative results from the PSFK x Suzy Baby Boomer Survey, an original survey of 500 U.S. consumers age 55-65, conducted by PSFK and Suzy, the real-time consumer polling platform, that provide key insights into the Boomer consumer mindset

REQUEST INFORMATION

Please provide your details so we can respond with more information about this report.

[recaptcha]

Insights From Engaging The Baby Boomer Consumer

Analysis These Services Build Connections Between Seniors And Young People

From housing to networking to cooking, brand-new experiences are now catering to Baby Boomers who want to connect with other generations

Analysis Seniors Are Re-Entering The Workforce Thanks To Retailers Like McDonald's

Whether to seek meaningful connections or make a bit of extra money, Baby Boomers are redefining retirement, and brands are accordingly tailoring jobs to include this group

Analysis How These Companies Use Wellness To Transform End-Of-Life Care

By facilitating important conversations around death, these services are revolutionizing the way people think about getting older

Analysis These Retirement Communities Are Reinventing Senior Living

Co-living spaces like Ollie and themed communities like Margaritaville are changing the face of retirement, providing a new standard of life for residents

Analysis These Brands Are Reimagining The Way Consumers Plan For Retirement

Planning for retirement is often a stressful process, but these brands are working to make it easier through outreach and planning tools

Analysis Alternative Wellness Isn't Just For Millennials—Here's How Cannabis Brands Are Catering To Boomers

Innovative brands are making alternative wellness available to all, and even designing special tools and offers for ailments specific to older consumers

Analysis How Voice Assistants Allow Seniors To Live Safely And Independently

A new slate of voice assistants designed for seniors gives peace of mind to both users as well as their caregivers and family members

Analysis Boomer Consumers Are Transforming Their Diets With The Help Of Brands Like Danone

Not only do today's older consumers have particular nutritional needs—they also are demanding healthier options, and new offers from health-focused food and beverage companies are answering their request

Related CX Insights

Fitness & Sport How Ecommerce Startup Curated Achieved A Near 0% Return Rate Through Expert Guidance And Service

In an age of Amazon efficiency, consumers can lack access to thoughtful guidance and expertise. Curated is working to change that, connecting shoppers with sports and travel aficionados to guide them through their purchase—and achieving a lower-than-1% return rate

Fashion & Apparel Purchasing data from local shoppers dictate merchandise sold in Nike Live concept stores

In its Nike Live concept stores, the products from sportswear retailer Nike are stocked based on the shopping preferences of local users. Using data collected from its NikePlus app, each store’s merchandising mix is dictated by items local consumers are buying. Every two weeks, the store adds new inventory based on the local market, much faster than the brand’s usual turnaround of 30-45 days. Shoppers will also be able to leverage the data to help inform their choices, browsing on in-store screens to see the most popular shoes in a given category for consumers who live near the store. The first Nike Live store, Nike By Melrose, opened in Los Angeles in 2018, followed by stores in Shanghai, New York, Tokyo and a second LA location in 2019.

Cafe & Restaurant Equal Parts kitchenware offers customers on-demand cooking coach access with purchase

DTC cookware brand Equal Parts offers customers 8 weeks’ worth of free access to a cooking coach with the purchase of any Equal Parts cookware kit to help them develop skills and confidence in the kitchen. Coaches are online from 4:00 to midnight every weekday, and then noon to midnight on the weekends to serve any on-demand needs, enabling users to chat with them via text or Slack and get real-time answers to their cooking queries.

Beauty Morphe Beauty Is Tapping The Creative Consumer With In-Store Studios

The fledgling cosmetics brand continues to blur the line between physical and digital experiences, hoping to drive traffic to its growing fleet of stores with on-premise creator studios

Packaging & Product Engagement PUMA X Greenroom's multi-sensory trial experience immerses customers in a soccer field simulation

Sportswear brand PUMA partners with design firm Greenroom to incorporate SkillCube, an immersive product trial experience hosted in a compact room, in its New York City flagship. SkillCube supercharges users' motivations through leveraging multi-sensory technologies—a 270-degree high-quality LCD screen, CGI and sensors—to simulate a soccer stadium environment as well as providing exercise routines led by sports celebrities such as soccer players Antoinne Griezmann and Lewis Hamilton.

Brand Activation & Immersion OTRO platform encourages engagement between fans and world-famous soccer players

Founded by 17 superstar athletes, including David Beckham, Lionel Messi, and Neymar, sports video app OTRO boosts the engagement between fans and world-famous soccer players and produces video content through a subscription model. For four euros a month, fans can watch short-form videos and documentaries, as well as opt for additional access that involves live Q&A sessions and in-person meet & greets.

Shopper Education & Assistance AS Roma X We Build Bots created a chatbot that answers fans' soccer questions on FB Messenger

Italian soccer team AS Roma partnered with British chatbot agency We Build Bots to create Botistuta, a chatbot made to answer questions from fans on platform Facebook Messenger, improving customer experience by speeding up response time.

Banks, Insurance & Financial Services Atlético de Madrid X Chiliz build blockchain-backed mobile platform that lets fans support their favorite teams

Spanish soccer club Atlético de Madrid collaborated with sports and entertainment blockchain firm Chiliz to build Socios.com, a blockchain-backed mobile platform that lets fans show support to their favorite teams with cryptocurrency tokens. The token gives fans the ability to serve as shareholders, allowing them to vote on club matters and access exclusive content. Fans can either purchase the tokens or collect them for free through a Token Hunt enabled by an AR-powered geolocation feature.