Clarity wins. Confusion kills.
Behavioral Profile: Decades of trust in the making
Born between 1946 and 1964 (ages 61 to 79), Baby Boomers are active consumers who value clarity, reliability, and personal service. Boomers typically feel at ease with technology but often prefer the platforms they’ve trusted for years, especially Facebook and email. Their behavior tends to reflect loyalty, routine, and a preference for clear communication, and they connect most with brands that keep value consistent and information easy to reach.
Discovery Patterns: Discovery that feels familiar
For Baby Boomers, discovery begins in trusted spaces like Facebook, email newsletters, Google searches, and offline touch points like TV, print, and personal referrals. They’re platform-loyal and rarely stray from channels that feel reliable, accessible, and easy to navigate. Content that resonates is clear, direct, and visually simple.
Boomers look for validation before engaging. Family referrals, visible guarantees, and clear support build the trust they need to click deeper. Brands that pair digital ease with human accessibility win both their attention and their loyalty.
Discovery snapshot
Key channels
- Facebook groups and brand pages
- Email newsletters with clear CTAs
- Google search results and review sites
- Traditional media: TV, print, and radio
- Word of mouth and family referrals
Primary platforms
- Gmail/Other email clients (Outlook, Apple Mail etc.)
- Google Search
- Local news websites
- YouTube (for tutorials, reviews, and product demos)
Decision influencers
- Recommendations from family and peers
- Visible guarantees and return policies
- Direct customer service access
- Brand familiarity and history
- Consistent, trustworthy tone and visuals
Content types
- Step-by-step guides and how-tos
- Simple, benefit-driven email campaigns
- Customer testimonials and case studies
- Print ads with clear messaging
- Video explainers and live Q&A sessions
Trust first, click second
Boomers convert when clarity and trust align. For the most part, they want plain language, upfront pricing, and visible guarantees, supported by real people and accessible design. Simple paths, transparent steps, and reliable follow-through turn confidence into loyalty.
Marketing Strategies:
Design for trust, deliver with clarity
To guide Baby Boomers from interest to action, brands need more than compliance; they need genuine accessibility. That means going beyond WCAG checklists to create user experiences that are intuitive, forgiving, and respectful. Large, legible fonts, high-contrast visuals, and clear CTAs ensure information is easy to find and act on.
Lifestyle segmentation works well here. Think senior-specific bundles, loyalty programs, or packages tailored to common priorities like travel, health, or hobbies show that you understand their stage of life. A multichannel approach is essential: combine digital channels like email and Facebook with direct mail, event invitations, or print inserts to reinforce messaging.
Customer service should be personal and accessible, with call-back options, live support prompts, and no hidden navigation traps. Avoid designs that feel overly youthful, rushed, or complex; these signal the brand is speaking to someone else. Boomers reward brands that invest in thoughtful, steady experiences with their trust, attention, and long-term loyalty.
TIA Tip: Friction comes from hidden fees, complex navigation, or overly youthful design.
Friction = small text, overly youthful tone, missing price or contact info
AI in Action:
AI that feels human
For Baby Boomers, AI is well-received mainly when it removes friction while preserving the human touch. Tools like voice-driven assistants, AI-powered product suggestions, and customer-service chatbots can guide discovery and support, but only when the experience feels empathetic, simple to navigate, and easily escalated to live help.
Voice-first navigation
Voice search and AI-driven text-to-speech tools, from Siri to Google Assistant, make browsing effortless, especially for complex queries or hands-free moments. Brands can integrate natural-language search into their websites or apps, allowing results to appear in clear, conversational terms with simple follow-up paths and next steps that reduce friction and build confidence throughout the discovery process.
Predictive lifestyle support
AI-driven segmentation can anticipate needs like reminders for travel deals, medication refills, or health-related products and based on life stage, purchase history, and behavior patterns, offering timely, relevant suggestions that feel personalized and thoughtful. This proactive approach increases engagement by aligning offers with boomers’ real-life priorities and reducing the effort needed to find what they want.
Across all generations, a brand’s website (68.2%) was the top place people completed a purchase or sign-up, according to an August 2025 survey conducted by The Influence Agency, followed by Amazon (56.4%), and TikTok/Instagram shop (47.9%).
Hybrid human-AI service
Assistive chatbots, like those built into Apple Support, Amazon’s help center, or Google’s virtual assistants, can quickly resolve simple requests, such as FAQs or appointment bookings, but they work best when they offer a smooth, intuitive hand-off to a live agent for anything more complex or sensitive. This thoughtful balance builds trust, ensures empathy, and preserves operational efficiency, making the customer feel valued rather than rushed or ignored.
Campaign Insight:
When familiar feels fresh
To engage Baby Boomers seeking trustworthy information and personal service, TIA developed a multichannel campaign combining direct mail with Facebook and email outreach.
We leveraged AI-driven lifestyle segmentation to tailor offers, such as senior-specific bundles, while predictive send times ensured messages arrived during high-engagement windows. Voice-search-optimized landing pages and clear CTAs reduced friction, while call-back options reinforced accessibility and trust.
The result? The campaign delivered a 21% increase in conversion rate on Boomer-targeted pages and a 3× return on time-based video content drops. According to the TIA team, “When you combine empathetic AI tools with clear, human-first communication, you not only earn clicks, you earn long-term loyalty.”
3 moves to make
When marketing to Baby Boomers, clarity and respect often drive results. They value experiences that feel simple, accessible, and backed by real people. To move them from discovery to conversion, brands must lean into readability, convenience, and personal connection.
The three moves below are informed by recurring behaviors noted across many Boomers, giving brands clear, practical direction that can be easily integrated into campaigns for lasting engagement and measurable results.
1. Design for readability
Use larger fonts and high-contrast colors to make text easy to read across devices. Avoid clutter and complex layouts. Clean, clear design signals respect for their time and encourages deeper engagement.
2. Optimize for voice search and audio
Add voice-friendly metadata and create audio content like podcasts or narrated articles. With more Boomers adopting voice assistants, this channel offers a direct path to discovery and engagement.
3. Offer call-back options in customer service
Make human support visible and easy to access through call-back features or scheduling tools. Real people at the other end of the line turn hesitancy into trust.
The takeaway? Boomers reward brands that make every step clear, accessible, and dependable. When communication is simple and human, loyalty follows.
