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PSFK Report

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