News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Marketers - watch your language when addressing Baby Boomers
Marketers - watch your language. Don't call Baby Boomers 'elderly', and don't assume they're going to end up in a 'nursing home'. To do so could undermine your overall marketing messages, according to a new survey from SeniorMarketing.com.
According to research by Pew, 10,000 Baby Boomers will reach the age of 65 every single day until 2030. The way in which marketers address this huge demographic needs to be carefully considered, says Kevin Williams, president of SeniorMarketing.com.
Current language used in marketing to Baby Boomers may be rubbing them up the wrong way. While acutely aware of the ageing process, Baby Boomers don't think of themselves as old once in their sixties and beyond, and many envisage themselves leading long and independent lives.
Pamela Tabar, editor of Long-Term Living magazine, told the Chicago Tribune that Baby Boomers have a very different perception of themselves than generations past.
Most are happy being labeled Baby Boomers, but terms such as 'senior', 'nursing home', or even 'retirement home', are unappealing today. Williams' survey found that 'nursing home' was unappealing to almost all those he surveyed (94%). Instead, more positive and lively terms are preferred, such as 'active adults' and 'retirement village', which sound less institutional and more independent.
In a bid to find out what Baby Boomers prefer to be called, Williams created an online survey, from which the above figures are taken.
"It was created to end age discrimination and ageist stereotypes, and get to the bottom of what we should call boomers and their future homes," says Williams.
Image via Shutterstock
- Facebook enables ad targeting by connection speed
- UK: Lousy public holiday weather drives take-out food search surge
- Release makes push notifications actionable
- Early results show skipping ads improves engagement
- Top 3 tips to better personalize online campaigns
- Pinterest gives businesses a deeper peek into their Pinners
- Parents give retailers advice on making back-to-school shopping more bearable
- Study reveals impact of mobile use on Japanese students' grades
Featured White Papers
- How to Maximize, Manage, and Measure Organic Search
Organic search delivers high-quality traffic and revenue with a high contribution margin. But organic search is hard, and it's getting...
- Ready, Set, Send: Marketing Automation and the Customer Lifecycle
Much like running a marathon, building a successful marketing program takes dedication, patience, training and a lot of stamina. These...