The so-called "Boomer" generation might sometimes get a bad rep for their interactions on social media. But marketing experts have warned that they are highly underestimated. Folk between the ages of 59 and 68 have largely been ignored by digital marketers, who held the false perception that the younger generations were the only ones worth targeting.
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Many older people used to approach social media and online shopping with a lot of caution. But since the Covid pandemic, things have changed. They're a lot more willing to swap their shopping carts for the virtual kind. "Health and wellness brands in particular have a unique window of opportunity that they can seize for great results," advised advertising agency Zinc Holding.
According to a survey conducted by the Aleph Group in 2023, "boomers" are also quite set in their ways when it comes to what brands they'll buy. In other words, they are more brand loyal than any other generation. Digital marketers and companies should be capitalizing on this opportunity to create lifelong "friendships" with those born before the internet was even a thought.
Baby boomers make up the majority of spending in the U.S. economy, notes e-commerce platform Big Commerce. "That spending power influences business growth, job creation, and other factors that ultimately lead the U.S. economy to flourish," reads the site. And with Pew Research revealing that there are around 74 million boomers in America alone, anyone who ignores their online buying power does so at their own peril.
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Experts say Boomers are the only generation experiencing growth in the workforce. "As more boomers stay in the workforce longer, their economic impact continues to influence the economic activity," reveals Big Commerce. "This means that the 'Golden Years' will in many cases be spent working. This change in lifestyle will ultimately translate to more disposable income and purchasing power."
As for the elders among us, there are a few tips you can follow to make your social media journey a little smoother. Use strong passwords and be careful who you share them with. Stay safe by understanding how your privacy settings work.
Review them regularly so you can control who can see your posts and personal information. It's not wise to put too much personal info out there. Don't publicize your home address, phone number, or financial information.
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