Marketing to Baby Boomers - US - July 2019
Covered in this report
Mintel defines Baby Boomers as the generation born between 1946 and 1964. In 2019, Baby Boomers are between the ages of 55 and 73.
Baby Boomers were the first generation born in the years after World War II. This year, Baby Boomers range in age from 55 to 73. They make up about 22% of the US population and represent approximately 72 million Americans. Boomers grew up with more favorable financial circumstances than younger generations and pack more spending power today than Millennials or Generation Z.
"The Baby Boomers are entering their senior years; 10,000 Americans turn 65 each day. Brands and businesses often overlook this group of 72 million consumers, but there are plenty of opportunities associated with this vibrant, but aging, population. They are staying in the workforce longer than previous generations, are tech savvy and feel good about the future."
- Kristen Boesel, Senior Lifestyles and Leisure Analyst
This Report looks at the following areas:
- Not all Boomers are at the same life stage
- Most Boomers feel good about the future
- Many Baby Boomers are at risk of social isolation
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