RSS feed Get our RSS feed

News by Topic

BizReport : Advertising archives : July 11, 2013

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

by Helen Leggatt

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

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

Tags: advertising, Baby Boomers, demographics, language, marketing, survey

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.