Baby boomers: profiling the mature consumer

Sometimes overlooked in favor of millennials, the post-war generation is a wealthy demographic, with distinctive lifestyles and buying habits.

Our latest report on baby boomers around the world gives focus to those hoping to target this affluent group, particularly as they're less likely to become brand advocates.

What's inside the report?

Here, we outline the characteristics of a generation that includes DINKs (dual income, no kids), their prevalence in Western countries, and the most prominent interests and opinions they hold.

Download it now to find out:

  • What are the leisure preferences of baby boomers?
  • Is their device usage catching up to other generations?
  • What are the opportunities in media and technology with this demographic? 

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