There are 77 million Baby Boomers ages 41 to 59 in the United States and they are leading a generational charge of demanding more information, accountability and environmental responsibility.

Whether you are marketing products or services to the Boomer market they, like Millennials, are accessible, have a strong social network and have a passion for social issues. Unlike Millennials, they generally hold senior positions and are in a financial position to support their personal and professional brands of choice.

When Vespa Motor Scooters came puttering back into the U.S., managers at the Italian company figured their biggest customers would be twenty-something’s looking for a cheap way to get around. But execs at parent company Piaggio noticed something odd as they scootered back and forth to their Manhattan offices: The most enthusiastic sidewalk gawkers were often Boomers who remembered the candy-colored bikes from their youth. It turns out that boomers have lost none of their affection for Vespa. Better yet, now they can afford to buy top-of-the-line models with all the trimmings.

LOOK THEM IN THE EYE
Companies have traditionally used twenty-something models with dewy skin to pitch products made for middle-aged women. The rise in Botox treatments and plastic surgery notwithstanding, many consumers experiencing their first liver spots and crow’s feet are actually comfortable in their skins and pleased to see people who look like them in ads. “As you become older, you’re clearer and more comfortable about who you are,” says Lori Bitter, partner at JWT Mature Market Group, part of J. Walter Thompson Worldwide. “It’s a reality of aging. We want the message at eye level. We may not want it sugar-coated.”

I’M NOT SET IN MY WAYS
Many marketers believe that consumers’ brand preferences are locked in by age 40. Today’s Boomer crowd is just as likely, and in some cases more likely, as everyone else to try different brands within a product category. According to Yankelovich Inc., 33% of consumers older than 50 agree that it’s “risky” to buy an unfamiliar brand. That’s less than the 36% of respondents aged 16 to 34 and only a little more than the 30% of people aged 35 to 49 who agree with that notion.

In some categories, older consumers are even more willing to brand-hop than younger ones. According to a survey by Leo J. Shapiro & Associates LLC for DSN Retailing Today, 48% of shopper’s aged 50 to 59 said they would probably switch brands of consumer electronics, compared with 40% of all respondents.

REACH BOOMERS WHERE THEY ARE
Smart businesses understand that the old media -print, radio, and television-won’t be enough to reach this market. To communicate with Boomers, your business will need to evaluate and choose among a wide variety of online and offline marketing methods.

Boomer media consumption parallels their younger brethren in that it is selective, interactive and highly targeted. Boomers account for one-quarter of US Internet users. Their numbers are growing at 7-8% each year, compared with 2-3% for overall Internet user growth, according to eMarketer.

Marketers will do well if they start with little things.

• The point size of the communication. Aging eyes will spend more time with communication if they can read it without squinting.

• Product claims need to be relevant, believable and verifiable. Offer links to your website to support your claim.

• Boomers have an insatiable appetite for information. White papers, news briefs and relevant articles on lifestyle and business build interest and loyalty for your brand.

Take a close look at your collateral materials message, design and the authenticity of your offer. Then position it where Boomers live, work and play. You’ll find the results to be profitable and a customer that is loyal.