Boomers (born between 1945 and 1964) and Gen X (born between 1965 and 1980) are the only generations with the wealthiest lifestyle and high spending. The former holds 70% of disposable income in the US, whereas the latter is 27% of spending worldwide. This will also increase in the future. It is forecasted that the people above 60 worldwide will account for 1,3 billion by 2050. Additionally, about 4% of the global ads featured faces above 60.

Let's have a look at the potential strategies that can be incorporated by the brands to get the attention of the Boomer and Gen X audience.

Realistic and Sensible Packaging

The brands have to be direct and simple in all ranges - products, marketing, and packaging - to assist the audience in discovering the product easily and making a decision.

The packaging has been transparent and straightforward with fonts and language that works well with Gen X. They have characteristics of being more self-reliant and practical in their lifestyle due to their experience in different social and economic evolution. Meanwhile, Boomers expect an easily accessible package that mentions the key ingredients, materials, and product benefits.

cocokind from the UK has an age-friendly aesthetic on its website with large fonts, a simple navigation system, and access to all the key information with clarity. CHIGURHÁ from the US has a clear label system with the product's key details placed in a readable manner.

Age-appropriate Narratives

The promotion for this audience has to be more realistic and at the same time, energizing. It has to empower them. To do that, brands can opt for marketing through education and optimistic communication.

Just 13% of the Gen Z population has a feeling of being represented in social media ads. Brands can use this as an advantage to build a positive interaction with them. With problems such as mid-life crises, and personal, financial, and social issues, Gen Z is the one with the lowest confidence rate in the workforce in the UK. 88% of the people above the age of 55 in the UK have shown their dissatisfaction with how they are being portrayed in advertisements.

19/99 of Canada has been featuring models who are seniors and middle-aged on its social media and website. UK’s Eostre is doing marketing education by aiding Gen X to identify their perimenopause. It is supporting them through menopause by discussing it and giving them the best option to cope with it on social media.

Earthly and Youthful Color Palette

Gen X and Boomers are the wealthiest and highest spenders in the world. Color palettes can help the brands to woo them. The earth colors such as beige, dark green, brown, and black can give a lavishing appeal to the brand’s value which will eventually become a touchpoint in the Gen X and Boomers’ minds. It provides a grand vibe with a rich atmosphere.

Bottega Veneta has a deep dark wood design with a gold layout and a pop of green for its In-store experience. Aesop had its Beijing outlet filled with earth colors (from red, and green to brown) to form a comfortable space. Estée Lauder uses gold and rich, dark tones for its anti-aging skincare line.

The vibrant colors have the ability to make the Boomers and Gen X feel energizing and young again. The bright tones with neon shades can be a strain on their eyes. Therefore, the brands have to choose colors carefully. The yellow, red, and orange tones can create a warm sensation whereas the blue shades tend to show freshness and calmness.

UK’s Vyrao fragrances are using aura-themed vibrant colors to showcase its youthful brand value on products, packaging, and websites. LF Markey displays colorful workwear and accessories. It has a shopping experience with bright yellow and blue shades in its London outlet.

TikTok on the Show

TikTok had an increase of 20% from 2021 to 2023 on its strength of Boomers who are active in social media. Both generations are spending more time on social media with the Baby Boomers debuting social media platforms in increased numbers.

There are Boomer and Gen X creators on TikTok who can create entertaining content. Brands can collaborate with them to have an accurate narrative that has to be authentic and humorous at the same time.

Jones Road from the US is featuring creators from multiple generations including Gen X on its TikTok page and encourages user-generated content.

Cover image: 19/99 Campaigns, courtesy 19/99 Official Facebook Page.