Given the sheer size of Baby Boomer demographic, that group has had an impact on every decade since the 1960s.  Our team examines how the 55+ group, specifically those who are retired, behave economically, environmentally, and politically.

The Baby Boomer demographic represents a large and influential segment of society totaling roughly 70 million people. Given the size, accumulated wealth and Boomer buying power, marketers shouldn’t ignore this age group. Consequently, Rain the Growth Agency developed a Senior segmentation identifying three discrete Baby Boomer cohorts.

As an agency obsessed with audience identification and scale potential based on real customer purchase data, we have clients that we have successfully scaled in all demographic categories. Still, our depth of experience in the 55+ category is unsurpassed, and we want to share it with the world. Here are some of the ways brands can harness the Boomer Silver Tsunami and authentically engage with their older audiences. 

The pandemic and advertisers’ behavior gave us a once in a lifetime test bed for evaluating different media strategies. As CPMs rose to new heights in 2021, some brands began pulling out of Linear TV and OTT, while others maintained their presence. This has given us a laboratory view to analyze results across several different video approaches.