Boomers Aren’t Slowing Down—They’re Shifting Gears
For years, marketers have painted seniors with the same broad strokes—retired, slowing down, and settling into a life of simplicity. But Boomers, now fully in their 60s and 70s, are rewriting the script on aging, and brands that don’t adapt risk missing out on a critical opportunity.
The Big Shift: Boomers Aren’t Slowing Down—They’re Shifting Gears
As they navigate longer careers, new financial realities, and evolving family dynamics, Boomers are shifting gears in ways that demand fresh marketing strategies. If brands want to stay relevant, they need to understand how this generation is adapting—and what that means for their purchasing decisions.
Download an excerpt from our latest report to explore the insights defining Boomers in 2025 and beyond.
In the meantime, check out key insights and action steps from the full study.
Fill out the form to access a sample of our research report.
Key Shift: Changing Life Stage Priorities
Boomers are embracing their later years with purpose, wellness, and connection in mind. But their experiences vary widely: some are enjoying newfound freedom, while others are still juggling responsibilities.
What’s Changing?
Health Is a Key Focus – Boomers are experiencing more age-related health concerns, but they’re also taking more proactive steps to stay well, outpacing younger generations in practicing a multitude of wellness habits, from hydration to socialization.
Family Is a Priority – Boomers’ families are growing, and they’re embracing their roles as grandparents. Abundant leisure time is channeled towards staying active with the family.
Fun and Leisure Are Embraced – Retirement doesn’t mean slowing down. Boomers are hiking, traveling, and trying new hobbies. They’re pushing the boundaries of what aging looks like.
How Brands Can Respond
- Position health & wellness as an enabler of independence – From fitness to nutrition, emphasize how your brand can help Boomers maintain an active, fulfilling life.
- Lean into family storytelling – Whether it’s grandparenthood or multigenerational living, brands that celebrate these dynamics will build deeper emotional connections.
- Challenge outdated stereotypes of retirement – Not all Boomers are kicking back in rocking chairs. Show them traveling, learning, and staying engaged in new ways.
Contact us today to learn how you can gain access to our full report and understand the insights and strategies that will help your organization stay ahead and make a meaningful impact.