As brands scramble to capture the attention of Gen Z and millennials, they risk overlooking two of the most financially potent and media-savvy generations: baby boomers and Gen X.
With established careers, paid-off mortgages, and accumulated savings, boomers are in a financial position to spend. In fact, they are said to hold the lion’s share of household wealth — some estimate this is over 50% — in many developed countries. This makes them one of the most influential consumer groups worldwide. Meanwhile, Gen X has just entered its peak earning years, purchasing property, and investing in family experiences. Yet both groups are often underserved by media platforms and brand campaigns fixated on younger audiences. This is more than just a missed opportunity — it’s an economic blind spot that could cost brands billions in revenue.
Evolving media habits with technology
Baby boomers and Gen X are highly engaged and increasingly proficient with digital media. Boomers have shown a high adoption rate of smartphones, tablets, streaming devices and social media. Platforms like Facebook and YouTube are popular among boomers, offering them content that is both accessible and enjoyable. Gen X, the bridge between the analogue and digital eras, is comfortable with both traditional media and digital innovation. They value platforms like LinkedIn for professional connections and Instagram for family and lifestyle content, demonstrating a dynamic range of media habits. By crafting strategies that leverage these platforms, brands can more effectively reach these audiences. For boomers, email campaigns and Facebook ads are often well-received and offer high engagement rates, while Gen X is drawn to professionally enriching content on LinkedIn or more visually engaging campaigns on Instagram. Brands that continue to limit their focus to TikTok or Snapchat miss the chance to build connections with consumers who, though not digital natives, are avid and adaptable users of modern media.
Life stages and content relevance
Content needs to shift dramatically at different life stages, and baby boomers and Gen X are no exceptions. As individuals approach milestones like retirement, career changes, and parenthood, their interests — and their media consumption — evolve. For instance, baby boomers nearing retirement may seek out financial planning advice, or travel content tailored to mature travellers. While Gen X may look for family-friendly vacation ideas, career development tops, or wellness-focused content as they balance work and family life.
Creating content that resonates with these life stages is critical to engaging these generations effectively. Brands that understand and respond to these transitional moments with tailored messaging — such as retirement planning resources, health and wellness tops or destination guides — can foster deeper loyalty and longer-lasting relationships.
As the needs of baby boomers and Gen X change, brands that keep pace with their evolving interests can become trusted sources for information, inspiration, and engagement.
The business case for age-inclusive marketing
As technology continues to evolve and consumer demographics shift, brands need to move beyond their Gen Z and millennial fixation. Inclusive, generationally diverse marketing isn’t just a social imperative; it’s a financial one. For example, a leading hospitality company developed a multi-generational approach to reach guests across various age groups. They crafted campaigns for boomers highlighting luxury and comfort, using email newsletters and Facebook to deliver their message. Gen X was targeted with family-friendly amenities and career-related appeals on LinkedIn and Instagram. For younger demographics, the focus shifted to unique experiences and social responsibility, promoted on Instagram Stories and TikTok through influencer partnerships.
This tailored approach not only expanded the company’s reach but also drove higher engagement across all demographics, leading to increased satisfaction and repeat bookings.
By speaking directly to each generation’s values and preferences, the brand succeeded in building stronger relationships and fostering loyalty. Examples like this underscore the importance and profitability of including all generations in marketing strategies, proving that age-inclusive campaigns drive measurable business results. Baby boomers and Generation X offer a unique combination of financial stability, adaptability, and life-stage-specific needs, making them invaluable to marketers willing to invest in understanding and meeting their preferences.
Brands that broaden their focus and appreciate the value each generation brings will capture a wider, more loyal audience — creating connections that last across generations and stand the test of time.
Featured image: Ron Lach / Pexels
