Category
Lifestyle
Portable Mornings
Trend cluster
Category
Boomerlennials
Boomers' appetite for experience and story-based brands comes to the forefront.
6.1
Trend score
Trend
What is the Boomerlennials trend?
Boomerlennials: Despite stereotypes, Boomers and Millennials have a lot in common. Both generations have a large representation in North America, making them popular marketing targets. There are parallels between social media and hippie movements–preferences for activism and a focus on relationships. With this in mind, Boomers will begin gravitating toward products typically associated with Millennials.
Insight
The consumer insight behind the Boomerlennials trend
Because the aging Boomer demographic will have free time and resources in retirement, they'll acquire the freedom to reconnect with old tendencies from their youth. These tendencies mirror what is observed with the Millennial demographic, and the modern ways in which they're manifested mimic the Millennial methods in a more literal way.
Trend themes
Themes within the Boomerlennials trend
Three behaviours holding the trend together01
Boomerlennials
Boomers will begin gravitating toward products typically associated with Millennials.
02
Home Sharing Retirement Opportunities
Home sharing has found its way into the category of retirement opportunities and the experience has a few benefits over the traditional retirement home, offering a level of independence.
03
Plant-Based Boomer Beverages
Established brands and start-ups alike are creating vegan-friendly products specifically for this demographic, using a combination of plant proteins, vitamins and fiber.
Industry implications
What the Boomerlennials trend means for industry
Where the trend changes the playbookFor
Health and Wellness
The Boomer generation's growing interest in health and wellness is leading to innovative products and services geared towards improving their quality of life.
For
Retirement
Boomers are seeking affordable alternatives to traditional retirement homes, leading to the rise of home-sharing and co-housing arrangements.
For
Entrepreneurship
Boomers are proving to be a driving force in entrepreneurship as they look to continue working and creating post-retirement, presenting a market for innovative products and services aimed at this demographic.
Workshop question
What is one tactic you've seen or used to target Millennials that would suit your ageing customer well?
Trend signals
Trend signals for Boomerlennials
Trend score 6.1 out of 10, from popularity 81%, activity 86%, freshness 16%.
Popularity81%
Activity86%
Freshness16%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Boomerlennials trend
5 featured examples from Aug 4, 2021 to May 30, 2023CategoryLife-Stages
Baby Boomer-Targeted CBD Prerolls
Dad Grass is Cannabis Option with Intergenerational Appeal
Creating new cannabis products through low-THC solutions for an untapped customer base can be a profitable venture.
CategoryMarketing
Boomer Cannabis Campaigns
The 'I'm High Right Now' Campaign Promotes Cannabis Use Among Boomers
Companies in the cannabis industry should target older generations and invest in advertising to reach this demographic.
CategoryLife-Stages
Fashionable Boomer Marketplaces
VNV Brings the Joy of Getting Dressed to Mature Women
The fashion industry can embrace the growing market of mature women by creating age-inclusive fashion and trendy clothing options.
CategoryLifestyle
Personalized Vitamin Prescriptions
Personalized Vitamins are the Future of Wellness for Boomers
The wellness industry can take advantage of personalized vitamin supplements to offer customized product solutions to consumers with unique needs.
CategoryMarketing
Age-Friendly Beauty Campaigns
Ilia's 'In Between Us' Campaign Features Popular Boomer Influencers
Companies can disrupt the traditional beauty advertising approach by diversifying their campaigns to showcase different ages and relationships, and appeal to wider audiences beyon…
