Why it matters

As the Baby Boomers age, marketers have a profound opportunity to serve this valuable audience with a range of new products and services. Understanding the nuanced desires of this cohort, rather than treating seniors as a homogeneous group, is a vital task.


  • Marketers need to find ways of empowering aging consumers to remain independent and in control, which is a powerful desire among many consumers.
  • Understanding the distinct purchase journey of older consumers with changing needs can help brand custodians anticipate certain needs.
  • Marketing and design need to become more inclusive, such as by making nuanced use of color, auditory cues and haptic sensations.

Samsung, with its highly visible mobile and home-video technologies that appeal to younger consumers, also is securing a foothold among retirement-age boomers.