They created rock and roll..
They invented technology…
They head up corporations…
They govern countries…
They own half of everything…
They spend more than anyone…
They have all the money.

Yet a mere 5% of all ad spend is specifically directed at the over 50’s.

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We specialise in the BOOM BABIES - Baby Boomers tend to think of themselves as a special generation, very different from those that came before or even those that follow them. They are the wealthiest, most active, and most ambitious generation so far. They genuinely believe they can make a difference. Do you know how to talk to them? Are they listening to you?
Who are they?


I'm all right, Jack, keep your hands off of my stack

82% of all UK personal financial assets held by 50+

Leaving on a jet plane

80% of all luxury leisure travel is booked by bucket-list ticking Baby Boomers

Oh you pretty things

50% of all skincare products are purchased by the original Peter Pan generation

'Ello John - got a new motor

72% of all top of the range cars are purchased by 50+ petrolheads


Over 50s will soon account for almost 50% of the population and half of all consumer expenditure. They hold 80% of all personal wealth and control 70% of all disposable income. Yet a mere 5% of all ad spend is directed at the over 50’s. 89% of them believe that brands aren't interested in them.
The original ME generation are associated with a rejection or redefinition of traditional values. Uniquely individual with a strong sense of identity and self they are not as peer-dependant as the following X, Y and millennials.
Why should they listen to you? Do you know how to get them on your side?

Listen to them
IN the UK

of the national wealth

think the stereotype
is outdated

British Government
Alfred Dunhill
Thos Pink

42% are delaying retirement

25% claim they will never retire

Why would I retire? Sit at home and watch TV? No thanks. I’d rather be out playing.Paul McCartney

I’ll only retire on the day I should be dead and they have me buried.Ozzy Osbourne


Address We are based in Camden Town, London NW1

Phone   +44 (0)207 284 2844


Top Tips when marketing to Baby Boomers

1 of 10 - ‘Why’ vs. ‘Wow.’ There’s a trend today towards messages purely intended to emote and empathise rather than engage and explain. Boomers want a bloody good reason to get the plastic out. And empathy isn’t one of them.

2 of 10 - Tell them a story.
They want a narrative that pulls them in and allows them to relate. A brief reference to something they’ve never heard of is going straight over their heads.

3 of 10 - Don't paint them grey. Never. Ever. Ever slap a picture of a person with grey hair on an ad to make it ‘diverse’ They don’t care about the age of the people they see – they don’t even recognise their own age in a mirror, so don’t try and get them to identify with grey hair.

4 of 10 - Keep them loyal.
They’re incredibly loyal. In fact, they’re still loyal to things that aren’t even around anymore. And they’re loyal to brands. Once they find something that works, they don’t experiment, they stick with it.

For the full presentation of our top ten tips for marketing to BOOMERS, drop us a line, put the coffee on and we'll pop round for half an hour.