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

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Insights From Engaging The Baby Boomer Consumer

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 Seniors 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

Analysis How Brands Like Rory Are Reimagining Aging Through A Wellness Lens

With support for aging bodies, these companies ensure that their customers can grow older in a healthy, positive way

Analysis These Lifestyle Brands Are Transforming The Way Society Thinks About Aging

While the word aging often comes with stigmas, it is a natural process—now, these brands are working to normalize it and empower older consumers

Analysis Solo Seniors Can Now Find Adventure Partners Through Services Like The YMCA

Brands and services are empowering senior solo travelers with programs that match them with travel partners or groups, creating a safer environment and forming new friendships

Related CX Insights

Case Study This AI-Enabled Travel Startup Helps Families Plan Stress-Free

tripAbrood is a new service that uses AI to search and book accommodations and travel for families, cutting down on time spent planning

Brand Activation & Immersion Inside The Booth That Turns The Office Into A Meditation Studio

In a collaboration between booth brand ROOM and meditation app Calm, a new product allows workers to practice mindfulness in the office

Features How Retailers Like Amazon Use Tech To Enhance The Camping-Essentials Shopping Process

With tools like augmented reality and buying ahead, outdoor retailers and companies are creating digital and physical experiences that allow customers to preview gear and plan their trips

Fitness & Sport PSFK Research Paper Launch: Exploring The Future Of Camping

How outdoor retailers are adapting their services to better meet the needs of today’s diverse explorers and outdoor enthusiasts

Food & Beverage Ocean Spray On Launching Incubator Brand Atoka To Satisfy Health & Wellness-Focused Consumers

Quenching insatiable millennial and Gen-Z- thirst for wellness-promoting options, the food & bev co-op is debuting the first brand incubated in its Lighthouse program, offering a line of plant-based drink blends designed to revamp its image

Automotive Audi's Holoride Technology Is Bringing VR Entertainment To Cars

While it might sound strange at first, Audi offshoot Holoride now allows passengers to experience VR that is influenced by a car's motions

Design Four Seasons Unveils A New Wellness-Centric Retreat On Lanai

By partnering with wellness brand Sensei, the new Four Seasons hotel meshes hospitality with self-care, reinventing the hotel experience

Delivery & Logistics Beijing's Daxing International Airport Offers An Art-Infused Travel Experience

The just-finished facility features art that spans centuries, showing off the best of China's art and updating the airport experience