The Power of the Baby Boomer Demographic as Influential Consumers with Changing Needs and Lifestyles

Abstract: This paper examines the impact of Baby Boomers as a consumer target market with discretionary resources and substantial purchase experience. Also considered are promotional and digital approaches to effectively reaching Baby Boomers. Lastly, addressed are some societal challenges as Baby Boomers continue to age.

Key words: baby boomers; marketing; customer engagement; retirement; public expenditures