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Older Generations Make Smarter Purchases

Feb 28, 2024

3 min read


Remember the fidget spinner craze? Those little whirring gadgets that captivated the world — and then vanished as quickly as they appeared? While trends like these might captivate younger demographics, Society22 PR’s study of US consumers reveals a fascinating trend for older generations. Instead of blindly following the hype machine, they appear to be approaching it with a healthy dose of skepticism. Are they simply immune to trendy fads, or are they simply smarter shoppers?


The study highlights the stark difference in how baby boomers approach shopping. Unlike younger generations heavily influenced by social media, only 7% of baby boomers discover brands through social media influencers. Instead, traditional media like broadcast (TV, radio) advertising remains their primary source of brand discovery, with 35% reporting it as their top source for their last five non-essential purchases.


This cautious approach extends beyond initial discovery. Only 20% of baby boomers have ever purchased a product based solely on social media hype, and less than 20% have been swayed away from a purchase due to online deinfluencing. They prioritize thorough research and established trust, often seeking inspiration from established media sources like TV advertising (48%). This dwarfs the influence of platforms like Instagram (6%), TikTok (5%), and Pinterest (4%).


The study further underscores the importance of trust for this demographic. Nearly 70% of US consumers stated that positive online news articles would make them more likely to shop with a brand. Similarly, over 60% expressed the same sentiment for favorable articles in reputable newspapers and magazines. This emphasizes the need for brands to actively build a strong online reputation.


While social media might not be their primary source of information, it shouldn't be completely disregarded. Almost 200 respondents found a brand's social media presence relevant. This suggests that engagement and community building can still enhance trust and credibility for older audiences, allowing them to feel comfortable with the brand.


Several factors contribute to this shift in buying habits:


  • Life Experience: Having witnessed countless trends, baby boomers have developed a healthy skepticism towards fleeting hype. They prioritize informed choices and long-term value over impulsive decisions.

  • Financial Security: Established careers and financial security further diminish the pressure to "keep up with the Joneses." They prioritize practicality and long-term value in their purchases.

  • Thorough Research: This emphasis on trust and value translates to thorough research before buying, prioritizing established brands and genuine reviews.


Strategies for Brands to Resonate with the Older Generation:


  • Authenticity: Ditch the flashy gimmicks and focus on building genuine connections that showcase your brand's values. Transparency and a human touch resonate deeply with this demographic.

  • Build Trust with Transparency: Offer clear information, address concerns directly, and prioritize customer service. Building trust is paramount for brands aiming to capture the attention of older consumers.

  • Highlight Value: Demonstrate the practical benefits and long-term value your product or service offers. Focus on how it solves their problems and enhances their lives in meaningful ways.

  • Leverage Traditional Media: Don't neglect established media channels like newspapers and magazines, where older consumers actively seek information. Partner with publications relevant to their interests and values.

  • Harness the Power of Reviews: Encourage genuine customer reviews and testimonials to build social proof and demonstrate the value you offer.

  • Content Diversity: While YouTube seems to be a popular source of information, less than half of the population (42%) found it inspirational for purchases. This suggests exploring a multi-platform approach beyond just the most popular channels. Consider platforms like LinkedIn or niche forums where older users actively engage.


It is imperative for brands to understand that humans aren't simply wallets with legs, but individuals seeking connection and meaning. While fleeting trends may capture momentary attention, they have little power compared to the enduring impact of genuine connection. This poses a pivotal question for brands: will they continue making hypes, or will they embrace authenticity and build lasting relationships? The answer lies in recognizing the evolving consumer. Gone are the days of impulsive, trend-driven purchases. Today's consumer is informed, cautious, and prioritizes function, value, and trust above all else. This discerning audience seeks brands that offer genuine solutions to their needs, which gives brands an opportunity to write a future story of success, one that resonates with consumers and endures the test of time.

Feb 28, 2024

3 min read

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