Marketers hoping to engage baby boomers online should tap the power of search, social and user reviews, while also rethinking outmoded stereotypes, a study by Hootsuite, the social-media management platform, has argued.

Why it matters
The COVID-19 pandemic prompted older generations to adopt many digital tools and services, from online shopping and socialising to banking and virtual doctor’s appointments. These new habits present marketers with numerous opportunities, but only if they look beyond outdated assumptions regarding these shoppers.