Baby Boomer

The Baby Boomers (or simply Boomers) are the demographic cohort born in the period immediately following the Second World War, characterised by a significant increase in the birth rate (the "baby boom"). Conventionally, Boomers are identified as those born between 1946 and 1964.

What they are / Why they are important

In marketing and communications, Boomers are a crucial generation. For decades, they were the largest demographic cohort with the greatest spending power in the West. They have accumulated significant wealth and today represent the primary target for sectors such as healthcare, financial and insurance services, travel (especially cruises and package tours), leisure, and luxury goods.

When the term is used / In what context it is useful

The term is constantly used in market segmentation (demographic and generational targeting). It is fundamental for defining communication strategies and media planning. Boomers, while increasingly digitalised (they are the dominant generation on Facebook and frequently use tablets), remain strongly tied to traditional media such as television (especially news broadcasts and current affairs programmes), radio, and print (newspapers and magazines).

Practical example

A company promoting a food supplement for joint health (a product typically aimed at the over-60s) will plan a campaign that includes television adverts during the news, advertising pages in health and family magazines, and targeted Facebook campaigns for the 60-75 age bracket, using clear, reassuring language based on trust.