Baby Boomers, born between 1946 and 1964, are one of the largest generational groups, significantly influencing industries like healthcare, housing, leisure, and notably, the automotive sector.
Holding over 50 percent of the total wealth in the U.S., they wield significant purchasing power, shaping consumer trends across industries. They accounted for a significant portion of new car sales in the United States, making them the largest generational group of new car buyers.
Despite their contrasts with other generations, their distinct life experiences and values set them apart in shaping consumer behavior and preferences, particularly in the automotive industry. This article offers practical tips for marketing to Baby Boomers and helps dealerships effectively connect with this influential demographic and maximize their sales potential.
Face-to-Face Shopping and Personalization: A Priority for Baby Boomers
Baby Boomers, known for valuing high-touch experiences, rely heavily on in-person interactions when making significant purchases like cars. According to a Cox Automotive study, 62 percent of Baby Boomers prefer shopping in person over online methods which makes dealership visits a critical touchpoint. To make the most of these visits, dealerships should prioritize personalized service, as this generation deeply appreciates thoughtful, tailored interactions.
For example, dealerships can host exclusive in-person events like test drive days or Q&A sessions and follow up with personalized notes, emails, or calls to show appreciation and offer further assistance.
Engaging Baby Boomers: The Power of Email & Phone
Email and phone calls remain trusted channels of communication and powerful tools for reaching Baby Boomers. According to a 2023 HubSpot survey, 55 percent of Baby Boomers prefer phone calls for customer service, while 30 percent favor email, emphasizing the importance of combining both in dealership outreach.
Personalized emails can deliver offers and updates, while phone calls provide a direct, human touch to address individual needs. Together, these methods foster trust and ensure meaningful engagement with this generation.
It’s true that Baby Boomers value in-person shopping, but they are not untouched by the influence of the digital age. Research reveals that 83 percent of adults aged 50–64 and 49 percent of those 65 and older actively use YouTube, while Facebook remains a favorite among 70 percent of adults in the 50–64 age group. These platforms offer opportunities to connect with them through tailored, informative content and bridge the gap between traditional preferences and digital habits.
Decoding Baby Boomers’ Social Media Habits
For dealerships looking to connect with Baby Boomers, tapping into nostalgic appeal in marketing campaigns can be highly effective. This generation often holds fond memories of cultural highlights and defining moments from their past, such as iconic cars, music, or historical events. Incorporating these elements into advertising can evoke an emotional response that resonates deeply and strengthens engagement.
For example, dealerships can create social media campaigns featuring vintage car models, share nostalgic testimonials from Baby Boomer customers, write blog posts about iconic cars from the 60s and 70s, design retro-inspired email campaigns, or produce video ads showing Baby Boomers introducing their favorite classic cars to younger generations. These strategies blend nostalgia with modern marketing to foster meaningful connections.
Baby Boomers are a key demographic with significant purchasing power in the automotive industry. By focusing on personalized in-person interactions, trusted communication channels like email and phone calls, targeted social media strategies on Facebook and YouTube, and nostalgia-driven marketing, dealerships can effectively engage this influential generation. Tailored strategies that align with their preferences will drive sales, build trust, and foster lasting loyalty.
