Select an Account to Sign In


Text & Email, Appointment Scheduling, Customer Database

MyDex Account

Pay Bills, View Reporting, Manage Your Listings

Online Listings

Though Boomers Control Most of the Available Income, Marketers Rarely Seek Them Out

Though Boomers Control Most of the Available Income, Marketers Rarely Seek Them Out

By | 06.04.14
Though Boomers Control Most of the Available Income, Marketers Rarely Seek Them Out

In an analysis of a series of reports from multiple agencies, research firm Marketing Charts is reporting that marketers are overlooking one the biggest goldmines for disposable income – the Baby Boomer generation.

In its debrief “Advertising to Baby Boomers: The Why and How,” which includes data from Nielsen and other research organizations, Marketing Charts observes that less than 5% of advertising budget monies are spent on the members of this group, despite the fact that they control almost 70% of the available disposable and discretionary income in the United States.

What makes this oversight even more of a missed opportunity is that Boomers currently make up 44% of the adult U.S. population (those 50 and older comprise close to one-third of the total population), purchase almost half of all consumer-packaged goods (CPG), and spend more than $7 billion annually while online. In addition, more than half who make up this group say they rely on advertising to find products and use the Internet as the main reference when comparison shopping.

However, despite their use of advertising to locate goods and services, the lack of targeted marketing has created a gap, leaving Boomers feeling they are a snubbed population, which has contributed to a negative view of all marketing efforts.

Given that the 50 and older group is experiencing a 34% growth rate – almost three times the rate of adults aged 18 to 49 – and that they will continue to control a steadily increasing percentage of available income, marketers may be well-served to rethink their strategies and begin to tap into this particular demographic.


Marketing Charts. “The Logic of Advertising to Baby Boomers,”  June 3, 2014.

Marketing Charts. “Boomers to Control 70% of US Disposable Income,” August 7, 2012.

Nielsen. “Introducing Boomers: Marketing’s Most Valuable Generation,” 2012.

(Visited 29 times, 1 visits today)
Share on: Share to Facebook Share to Twitter Share to LinkedIn

Like what you see?
Get more free content.

Next Up In Online Listings

Want More Stars? The Secret to Improving Your Online Ratings is First-party Reviews

Ever built a new home or contracted out some serious renovations to your current one? I just went through...

Read More

Think You Don’t Need To Claim Your Online Listings? Here’s 5 Reasons You Should

Online listings exist beyond the big boys like Google, Yelp and Yahoo. There are hundreds of online listings sites...

Read More

Why You Can’t Find Your Yelp Business Listing, and How to Fix it

Yelp is a name you’ve surely become familiar with if you’re a small business owner. It’s one of the...

Read More

Explore the Blog