Baby Boomers age 60-78 in 2024 and number an estimated 68 million in the US. While waning in their cultural cachet, they still hold great political and economic sway through their accumulated wealth and influence.
US Baby Boomers seek authenticity and respect for their life experiences. Successful marketing strategies will strike a balance between recognizing evolving capabilities and treating Baby Boomers as active, capable consumers.
Baby Boomers are aged between 60 and 78 in 2024 and number an estimated 68 million in the US. While waning in their cultural cachet, they still hold great political and economic sway through their accumulated wealth and influence. As they complete their transition into retirement and draw upon these resources, many will seek financial consulting and solutions to both adjust to a fixed income and maximize the value of their assets.
Marketing efforts should emphasize how products or services can help them achieve their goals and make a meaningful impact, rather than focus solely on age-related benefits. Avoid stereotypes or assumptions about their interests or abilities, as this generation is diverse and often defies traditional expectations of aging. That said, behavioral and health changes due to aging are a reality.
This report was written by Hiro Takemasa, Mintel’s Senior Consumer Lifestyles Analyst. Hiro joined Mintel in 2024. He draws from more than a decade of experience in marketing, R&D, regulatory and market research in CPG and specialty chemical industries. Hiro has an MBA in Marketing & MS in Biochemistry from the University of Illinois.
Baby Boomers, already the largest retirement population, are tapping into their considerable wealth to fund activities that personally fulfill them.
Hiro Takemasa
Senior Consumer Lifestyles Analyst
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