{"id":2111,"date":"2025-05-11T08:10:54","date_gmt":"2025-05-11T04:10:54","guid":{"rendered":"https:\/\/www.sureshdinakaran.com\/blog\/?p=2111"},"modified":"2025-05-11T08:10:54","modified_gmt":"2025-05-11T04:10:54","slug":"dear-marketer-are-you-basically-ageist","status":"publish","type":"post","link":"https:\/\/www.sureshdinakaran.com\/blog\/2025\/05\/11\/dear-marketer-are-you-basically-ageist\/","title":{"rendered":"Dear Marketer: Are You Basically Ageist?"},"content":{"rendered":"
<\/h6>\n
Gray Hair, Golden Wallets: The Trillion-Dollar Opportunity Marketers Keep Missing. <\/em><\/strong><\/span>Who are the Baby Boomers<\/span><\/a>? And Why Should You Care?<\/em><\/strong><\/span><\/h6>\n

 <\/p>\n

Born between 1946 and 1964, Boomers are now aged 60\u201378. That\u2019s not<\/span><\/em> \u201cretired and done.\u201d That\u2019s\u00a0liberated from college fees, climbing Maslow\u2019s Hierarchy of Needs pyramid with full wallets <\/em>and <\/span>free time.<\/em><\/span> They\u2019re not in the nursing home. They\u2019re on a luxury cruise. With Wi-Fi.<\/p>\n

 <\/p>\n

In the U.S., they control\u00a070% of disposable income. In India, they\u2019re the patriarchs and matriarchs\u00a0funding your EMI, gifting you Diwali iPhones, and still deciding which car the family buys.<\/strong><\/p>\n

 <\/p>\n

And yet, if marketing today were a high school party, Boomers are the wealthy alumni who showed up with the best snacks, and everyone\u2019s ignoring them.<\/p>\n

 <\/p>\n

Picture this: A demographic with more disposable income than millennials and Gen Z combined, brand loyalty<\/a> <\/em><\/span>that borders on religious fervor, and an insatiable appetite for experiences. Yet, marketers are so busy chasing TikTok trends and Gen Alpha\u2019s shrinking attention spans that they\u2019ve left billions on the table.<\/p>\n

 <\/p>\n

Ladies and gentlemen, meet the Baby Boomers<\/em><\/span>\u2014the most overlooked, undervalued, and misunderstood consumer cohort in modern marketing.<\/p>\n

 <\/p>\n

So, would it be safe to conclude that our dear marketer, you are ageist?. Yup, probably. You use the word \u201cBoomer\u201d like it\u2019s a synonym for \u201cboring\u201d, \u201cslow\u201d, or worse, \u201cirrelevant\u201d. Meanwhile, they\u2019re climbing Kilimanjaro, learning French on Duolingo, and sending memes\u00a0before you do<\/span>.<\/em><\/p>\n

 <\/p>\n

So, shall we call it what it is? Marketing Malpractice?<\/em><\/span><\/p>\n

 <\/p>\n

Quick marketing pop quiz<\/em><\/span>: What demographic has 78 trillion dollars, buys 50% of luxury goods, and gets 0.5% of your ad budget? If you said ‘Boomers,’ congratulations – you’re smarter than 90% of CMOs today.<\/p>\n

 <\/p>\n

You\u2019re not just missing the boat. You\u2019re letting the Titanic sail past with your ad dollars clinging to an iceberg called TikTok. Let\u2019s do a quick back of the envelope audit, shall we?<\/p>\n

 <\/p>\n

In the Indian context, brand Tanishq<\/em><\/span> figured it out. Their elder couple campaigns hit emotions harder than a Karan Johar plot twist. LIC<\/em><\/span>, bless them, was always Boomer-centric (because nothing says love like life insurance). But I am keen to understand where\u2019s the travel brand talking to 60+ solo travellers? Where\u2019s the fashion label owning \u201cGrey is the New Black\u201d?<\/p>\n

 <\/p>\n

Globally, L’Or\u00e9al Paris<\/em><\/span>\u00a0got it. They cast\u00a0Helen Mirren<\/em><\/span>\u2014not as grandma, but as goddess. ETrade<\/span><\/em>\u2019s Super Bowl ad featured older folks kicking ass at life. Airbnb<\/em><\/span>\u00a0quietly discovered older hosts and travellers are\u00a0their highest-rated users.<\/p>\n

 <\/p>\n

And yet\u2026 Most brands treat Boomers like expired yogurt. Best before used.<\/em><\/span><\/p>\n

 <\/p>\n

Brands<\/span><\/em><\/a> today are drunk on the Kool-Aid of youth marketing. From D2C brands obsessing over Instagram Reels to legacy players awkwardly dabbling in meme culture, everyone\u2019s pandering to a generation that\u2019s broke, skeptical, and allergic to traditional advertising.<\/p>\n

Meanwhile, Boomers are sitting on $78 trillion<\/em> <\/span>in global wealth (yes, trillion with a \u2018T\u2019) and are ready to spend\u2014on travel, healthcare, luxury, and yes, even tech.<\/p>\n

 <\/p>\n

Someone has to address the youth obsession epidemic<\/em><\/span>. The earlier the better for brands and marketers.<\/p>\n

 <\/p>\n

The uncomfortable truth<\/em><\/span> is that t<\/strong>he modern, caffeinated, trend-chasing marketer\u2014are so busy marketing to Gen Z\u2019s dopamine-deficient attention spans and Millennials\u2019 mortgage-crushed wallets that they have\u00a0completely ghosted the most monied, brand-loyal, spending-happy generation of all: Baby Boomers.<\/em><\/span><\/p>\n

 <\/p>\n

Yeah, the ones they think are still trying to figure out how to \u201csend WhatsApp.\u201d Spoiler: they just bought a Tesla. And another spoiler: They\u00a0still<\/em><\/span>\u00a0have the cheque book, even if you\u2019ve moved on to crypto.<\/p>\n

 <\/p>\n

So, dear marketer, you\u2019re ghosting the generation with the gold. <\/em><\/span>Everyone’s chasing Gen Z vibes. Meanwhile,\u00a0Boomers are buying villas, Teslas, and turmeric lattes. <\/strong>And you\u2019re selling them… nothing.<\/p>\n

 <\/p>\n

Let’s try to understand the baby boomer opportunity a little better. Their mood is not<\/em><\/span> about ‘ retired ‘ but rewired<\/em><\/span>. At a global level, their spend control is 70% of disposable income<\/em><\/span>. In India, they are running the family biz AND (the family WhatsApp group).<\/p>\n

 <\/p>\n

And yet...<\/strong>only 10% of ad budgets go to people over 50<\/em><\/span>. Even though they spend 50% of the world\u2019s money<\/em><\/span>. You\u2019re selling skinny jeans to broke kids and ignoring the people buying BMWs.<\/p>\n

 <\/p>\n

So, let\u2019s get real. Boomers<\/em><\/span> aren\u2019t asking to feel young again. They just want to be seen, heard, and sold to\u2014without being patronized. <\/em><\/span>It’s like ignoring the wealthiest person at an auction because you’re too busy chatting up someone who just wandered in to escape the rain.<\/p>\n

 <\/p>\n

The invisibility paradox<\/span><\/em> is astounding. Walk through any marketing conference and count how many times you hear “Gen Z” versus “Boomers.” The imbalance is staggering. The industry has developed what I call “youth myopia”\u2014a condition where marketers can only see people under 40. And yet: In India, adults over 55 control approximately 70% of the country’s disposable income. In the US, Boomers control over $70 trillion in wealth. Globally, the silver economy is projected to reach $15 trillion by 2030<\/em><\/span>.<\/p>\n

 <\/p>\n

This isn’t just money\u2014it’s money in the hands of people who actually spend<\/em><\/span> it, unlike younger generations struggling with student loans and unaffordable housing.<\/p>\n

 <\/p>\n

As my grandmother used to say when I’d ignore her advice: “Beta, when you’re done making mistakes, I’ll still be here with the solution.”<\/p>\n

 <\/p>\n

Millennials didn\u2019t invent “experiences over things.” Boomers were backpacking across Europe before Instagram existed.\u00a0 So your experience economy<\/em> <\/span><\/a>was literally invented by boomers.<\/p>\n

 <\/p>\n

The real comedy is that we’ve convinced ourselves that Boomers are digital dinosaurs, technologically inept relics who can’t navigate beyond Facebook.<\/p>\n

 <\/p>\n

But the reality check is that in India, smartphone adoption among 55+ grew at 29% annually since 2020\u2014faster than any other demographic. Globally, 82% of Baby Boomers belong to at least one social media platform, and 70% shop online regularly.<\/p>\n

 <\/p>\n

Tata Cliq Luxury<\/em><\/span> recognized this and launched their “Timeless Indulgence<\/em><\/span>” campaign specifically targeting affluent older Indians with premium products. The result? A 43% increase in high-value purchases from this demographic.<\/p>\n

 <\/p>\n

Meanwhile, most Indian marketers are still creating “senior citizen specials”\u2014as if discounting is the only way to appeal to people with the highest disposable income in the country. It’s like offering a student discount to Warren Buffett.<\/p>\n

 <\/p>\n

One straight from the hip advise (unsolicited of course) that I have to offer is : please address the authenticity crisis<\/em><\/span><\/a>. The rare campaign that does target Boomers typically falls into one of two cringe-worthy categories:<\/p>\n

-“You’re old and need help” (featuring gray-haired models looking confused by technology)…<\/p>\n

-“You’re not really old!” (featuring impossibly fit 60-somethings skydiving)<\/p>\n

Both miss the mark spectacularly because they lack one crucial element: authenticity<\/em><\/span>.<\/p>\n

 <\/p>\n

The magnificent irony is that the creative directors and marketing executives making these decisions to focus exclusively on youth are often Boomers themselves! They’ve so deeply internalized the industry’s ageism that they’re excluding their own demographic from marketing strategies.<\/p>\n

 <\/p>\n

It’s like being the bouncer who won’t let himself into the club.<\/p>\n

 <\/p>\n

Here’s what my take on the innovation blindspot that marketers generally seem to be having. Because, here’s where it gets truly absurd: we’ve convinced ourselves that innovation is only for the young, despite evidence to the contrary.<\/p>\n

 <\/p>\n

Airbnb<\/em><\/span> reports that their fastest-growing host demographic is 60+. The fastest-growing segment on dating apps? You guessed it\u2014Boomers<\/em><\/span>.<\/p>\n

 <\/p>\n

In India, brands like BigBasket<\/em> <\/span>recognized this opportunity early, creating specific user experiences designed for older adults who have substantial grocery budgets. Their “BB Assist” feature, which helps customers navigate the platform through voice commands, wasn’t created for tech-savvy millennials\u2014it was designed for Boomers who appreciate convenience but might need navigation assistance. The result? Over 30% of BigBasket’s premium customers are now 55+.<\/em><\/span><\/p>\n

 <\/p>\n

The way forward could just be this- the brands that will win the future aren’t necessarily those obsessing over Generation Alpha. They’ll be the ones smart enough to follow the money\u2014and the money is silver-haired<\/em><\/span>. That is where brands<\/em><\/span><\/a> and marketers should ideally engage in their Gold Rush<\/em><\/span>.<\/p>\n

 <\/p>\n

If you permit me a bit of do’s and don’ts here: Representation matters<\/em><\/span>:<\/strong> Feature boomers in your marketing without making their age the punchline. Design inclusively<\/em><\/span>:<\/strong> Create products and experiences that recognize physical changes that come with age without making them feel “medical.” Acknowledge expertise<\/em><\/span>:<\/strong> Baby Boomers have decades of consumer experience. They can spot inauthentic marketing from kilometers away. Forget the stereotypes:<\/em><\/span>\u00a0The generation that invented rock ‘n’ roll and led cultural revolutions isn’t sitting quietly in rocking chairs.<\/p>\n

 <\/p>\n

They survived Cold Wars, recessions, and the dial-up era. And you think they can\u2019t handle an online checkout page? Ignoring Boomers in your marketing is like hosting a party and forgetting to invite the people who brought the booze. You\u2019re selling FOMO to people who invented YOLO \u2014 and wondering why sales suck. Boomers lived through the Beatles, moon landings, and Black Monday.<\/p>\n

 <\/p>\n

The greatest wealth transfer in history is happening, and your marketing strategy<\/a><\/span> is still chasing allowance money?\u00a0<\/em><\/span><\/p>\n

<\/h2>\n","protected":false},"excerpt":{"rendered":"

Gray Hair, Golden Wallets: The Trillion-Dollar Opportunity Marketers Keep Missing. Who are the Baby Boomers? And Why Should You Care?   Born between 1946 and 1964, Boomers are now aged 60\u201378. That\u2019s not \u201cretired and done.\u201d That\u2019s\u00a0liberated from college fees, climbing Maslow\u2019s Hierarchy of Needs pyramid with full wallets and free time. They\u2019re not in … Continue reading “Dear Marketer: Are You Basically Ageist?”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2111","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/2111","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/comments?post=2111"}],"version-history":[{"count":1,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/2111\/revisions"}],"predecessor-version":[{"id":2112,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/2111\/revisions\/2112"}],"wp:attachment":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/media?parent=2111"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/categories?post=2111"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/tags?post=2111"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}