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 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

Health Health Connect 360 helps provide personalized healthcare service and encourage proactive measures

Health insurance company Cigna launched Health Connect 360, a service that delivers personalized recommendations and prevents patients with chronic diseases from skipping medication in order to proactively prevent complications. The service integrates data from a combination of sources, digital devices, and AI-enabled analytical tools to allow pharmacists to get a better view of the patients' biometric data in conjunction with their medication and quickly check in with them.

Shopper Education & Assistance Startup Huckleberry streamlines the insurance management process with an AI-enabled platform

Startup Huckleberry digitizes and simplifies the complex process of purchasing and managing commercial insurance for small businesses via a user-friendly platform and AI-enabled matching feature. Replacing the traditional time-consuming insurance phone calls with an online portal, Huckleberry allows users to quickly fill a five-minute form, receive instant quotes, and seamlessly purchase desired plans. To ensure it meets all the needs required by a small enterprise, Huckleberry is built to work with a variety of coverage verticals from healthcare to beauty.

Wellness Walmart's 'Featured Providers' program uses AI to match employees with the right healthcare practitioners

Big box retailer Walmart partnered with healthcare data analytics company Embold Health to launch Featured Providers, a benefits initiative that connects their employees with insurance plans and local doctors. Embold Health uses artificial intelligence to comb through data from public and private insurance and gathers a list of best providers, ensuring the optimal cost effectiveness and patient outcomes. Employees who choose a provider outside of the recommended list are required to pay more.

Brand Activation & Immersion How Brands Are Tapping The Power Of Community Through A New Kind Of Exclusivity

PSFK has spotted a trend bubbling up at the juncture of exclusivity and community, where brands retailers are tapping into the ephemeral and the human with unique networks as a remaining way to differentiate and connect more deeply

Fashion & Apparel Goodwill and Entrupy weed out counterfeit handbags with AI-enabled authentication

Nonprofit Goodwill uses AI from an authentication service called Entrupy to weed out counterfeit high-end handbags for sale on its ecommerce platform, shopgoodwill.com. Goodwill employees use a modified iPod Touch equipped with a special lens in order to take closeup shots of an item, using an algorithm to analyze attributes like the stitching, lining and logo in order to determine its authenticity.

Shopper Marketing & Promotion Streamlist connects buyers and sellers in real-time via live-streamed chat

Streamlist is a live-streamed fashion marketplace that allows buyers and sellers to connect in real time. Using the Streamlist app, sellers can launch a livestream video to showcase an item and chat with potential buyers, answering any questions they may have about the item in real time before they make a purchase. Each live-streamed video contains a list of all of the items for sale, so buyers can click on a desired product to purchase instantly.

Merchandising & Curation Dote Shopping Party lets fans shop live with their favorite influencers

Shopping app Dote unveiled a feature that allows influencers to host live-streamed interactive video shopping experiences. During a Shopping Party session, Dote influencers can share live video of themselves while browsing different products on the Dote app and interacting with fans in real time, conducting giveaways and polls. Influencers can shop from all 150 brands on the Dote platform or throw parties exclusively for a single brand through Dote’s ‘Sponsored Party’ program.

Retail Countr lets users showcase and monetize their styles through social feeds

Social commerce platform Countr harnesses the power of authentic unsponsored recommendations through shoppable posts, enabling customers to showcase and monetize their styles, and purchase products directly from their feed.