Baby boomers, defined as those born between 1946 and 1964, represent a powerful and influential audience whose preferences continue to shape how brands communicate. Fueled by postwar prosperity and a renewed emphasis on family life, the baby boom that followed WWI sustained elevated birth rates for nearly two decades, reaching a peak population of approximately 79 million Americans.
As a generation that grew up with print as a primary source of information, entertainment and connection, baby boomers maintain a strong affinity for paper and often associate it with credibility and ease of use. Boomers continue to be highly engaged consumers, decision-makers and business leaders, and their attitudes toward print influence everything from marketing effectiveness to customer experience.
Our resource explores how baby boomers perceive paper and shares a few tips toward marketing to them as an audience. With the breadth of their experiences and strength of their buying power, understanding those preferences is essential for brands looking to connect with this audience in meaningful, effective ways.
