Infographic: It's Time to Rethink Baby Boomers

As the silver tsunami crests, marketers must learn how to speak to a more active and tech-savvy cohort

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For those in the marketing world who have been singularly focused on the 18- to 49-year-old age demographic, you might want to look around.

The silver tsunami is well and truly upon us as roughly 70 million baby boomers live—and often work—longer, making up a larger portion of the population than ever before. And these 56- to 74-year-olds are more tech savvy and plugged into social media than most think. 

“Our exhaustive research clearly illustrates that seniors are not a one-size-fits-all monolith,” said Dan Gallagher, evp of brand strategy and research at DTC advertising firm Rain the Growth Agency, which has crafted three distinct marketing profiles of baby boomers.

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This story first appeared in the Dec. 6, 2021, issue of Adweek magazine. Click here to subscribe.