Boomer Values

If you don’t speak directly to Boomer values...

As a group, Boomers are quite caring—about themselves and others.

Here’s just a handful of the values that you need to understand on an intellectual and gut level in order to successfully connect with Boomers. If you can genuinely embrace and express these, as well as other important Boomer values, in your advertising and marketing communications, you have an excellent chance of turning them into loyal customers.

Personal Significance... every Boomer feels that he or

she is capable of making a real mark in this world, and you’ve got to convince them that you believe the very same thing.

Quality…they’re intelligent, well-informed and picky about what they buy. They know quality when they see it, and they’re more than willing to pay a premium for it. That’s why you’ve got to convince them that you can deliver the best possible products and services at a fair price.

Optimal health and wellness…Boomers don’t expect to die young, or unwell, for that ma

tter. They expect to live a vigorous life, brimming with energy and enthusiasm. And they’ll love you for sharing that expectation and showing them the way.

Authenticity …living through the Sixties and beyond has caused Boomers to crave genuine experiences that make them feel fully alive and connected to others, as well as their deepest roots. Their search

for authenticity is inextricably interwoven with their search for meaning and happiness. Learn to tap into these primal values, and you’ll be communicating with their souls.

Substance With Style… you can’t fool Boomers with flashy fads like you can most younger consumers, but that doesn’t mean they don’t appreciate style. They do. But it has to have real substance behind it.

Empathy…they may be self-centered, but Boomers also care about others, often very deeply. To connect on a meaningful level, you must convince them that you share their care.

Inner strength…they know who they are and what they’re about, and this self-knowledge helps them make their own choices with confidence. Your communications have

to convince them that you celebrate their empowerment by treating them with respect rather than lip service.

Respect…Boomers simply won’t tolerate feeling marginalized. Not only have they accomplished a great deal in their lives, they also have big plans. You’ve got to convince them that you understand that they want more out of life than simply a comfortable rocking chair on life’s back porch.

you won’t be heard.

Here are eight key values to get you started.

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