Baby Boomers

Baby boomers are the generation born roughly between 1946 and 1964, named after the high birth rates following the Second World War. The group is characterised by high purchasing power and a tendency to value quality, service and reassurance. In marketing, they are often treated as a distinct segment with their own media habits.

An online store targeting baby boomers might emphasise clear phone support and thorough product information over short-lived trends.