By 2030, Boomers will still control 45% of the nation’s wealth. Millennials, not so much.

Boomers are marketing’s most valuable generation. 

And will be for years to come.

With nearly 80 million members, the Millennials have overtaken Boomers as the nation’s largest living generation in the U.S. But Boomers still hold the spending power. 

Boomers make up 32% of the population, but control 70%  of the nation’s disposable income, according to Nielsen studies. They already spend more than $3.2 trillion annually, purchasing 51% of all consumer goods. And the spending won’t end any time soon. In fact, it’s expected to increase by a staggering 58% over the next two decades, as Boomers inherit roughly $15 trillion.

$15 trillion. And they’ll be looking for ways to spend it.

      Boomers spend the most money across all major product categories, and yet less than 10% of marketing dollars are spent trying to reach them. A recent AARP study revealed that 8 out of 10 Boomers feel that advertisers are ignoring them. And even the advertisers who do target Boomers are making serious mistakes in terms of message and offer.

     There is a real opportunity here for marketers who decide to aggressively target the Boomer. There is less competition for the Boomers attention, and advertising dollars spent targeting Boomers are likely to reap a higher ROI, given the Boomer’s spending habits.

     The bottom line: Boomers are well worth targeting, but marketers must do a better job of talking to them.

---

Jeff Coleman is a marketing strategist, creative director and writer with more than four decades’ experience delivering results for B2C and B2B clients nationwide. Get in touch by calling 682-262-7243 or by emailing jeff@colemanconverts.com.