Baby Boomers - i.e. those born between 1946 and 1964 - are the world’s wealthiest generation. However, brands are failing to keep up with their increasingly digital media habits.
Unlike Gen Z, this cohort does not spend ever-greater amounts of time on social platforms. Instead, older generations are switching from offline versions of content media to their online extensions – be it connected TV, digital audio or online press.
In this Global Ad Trends report, we examine the latest trends in media behaviour among Baby Boomers, and share insights on what it means for brands looking to target this affluent and influential audience.
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