Marketing to 50+: Reaching Boomers, Gen Jones & Gen X

From Boomers to Jones to X: The Generational Reshaping of Medicare Marketing 

Perhaps you’ve seen the plethora of memes and TikTok videos asking, “Do people look younger now than in the past?” Like side-by-side images of high school yearbook pages from 1965 versus 2024, or celebrities in the 1980s compared to people of the same age today. But comparisons like the one between the cast of Golden Girls and the cast of And Just Like That… raise a more interesting question: Do we have different ideas about life over 50 than we did in the past? And, if so, will it continue evolving as new generations pass the mid-age mark? As marketers who are focused on the mature market and 50-plus consumers, we must continually ask ourselves these questions. 

Today, we as a society undoubtedly view aging and perceptions of aging differently than we did in the past. These shifts require evolving senior marketing strategies. We define “old age” as starting later in life than in the past, and we have different expectations about how we can feel, look and act in our retirement years. Some of this can be attributed to increased life spans or advances in health care, wellness, nutrition and skincare. However, you cannot discount the baby boomer generation’s profound influence on our collective perceptions of aging. What does this have to do with marketing to people over 50? Everything.  

Baby Boomers Aren’t Old 

As perceptions and expectations of aging change, so must the marketing strategies targeting this consumer group. The first baby boomers turned 50 in 1995 and became eligible for Medicare in 2010. For thirty years, this generation has been influencing how we think about aging, what we think “old” is, what it looks like and redefining what works when selling to people over 50. To drive sales or build brand loyalty with this audience, we must understand how they think and feel about being over 50. 

Baby boomers, born between 1945 and 1965, largely rejected social and cultural norms that drove perceptions about when it means to be old and when old age begins — not surprising for a generation often defined by their countercultural perspectives and social activism. They are more focused on staying active, feeling (and looking) young and staying relevant than previous generations. They are more tech savvy, too; they are twice as likely to use smartphones and social media than the cohort of seniors that came before them (the Silent Generation). 

Key Differences Between the Silent Generation and Baby Boomers: 

Like seniors from any generation, many baby boomers suffer from declining health and chronic conditions. But for the most part, they don’t see themselves as old. Boomers rankle at being called old or being depicted with outdated stereotypes. Their vision of their golden years includes many of the same pursuits they enjoyed during their younger days, and they aspire to remain active. 

Boomers were still in the workforce when the internet, personal computing and email reshaped the workplace. As a result, they are used to using technology in everyday life, and many are adept at using online tools, apps and social media to gather information as part of a purchasing journey. However, this generation also still uses many traditional channels of communication. 

For the most part, marketers have recognized the need to shift strategies to meet the psychographic behaviors of boomers, which is why Medicare marketing looks different today. 

Gone are the days when images of frail grandmas in dowdy housecoats or bespectacled grandpas with a cane and a straw fedora will resonate with Medicare audiences. Active seniors have replaced these images — traveling, dining out, exercising, playing with grandchildren and exploring the outdoors. When it comes to media mix for the mature market, the use of social media and digital advertising has grown significantly. Still, including traditional channels, such as broadcast TV and direct mail, remains crucial for reaching consumers over 50. 

 Boomer Marketing: Segmenting the Mature Market

Savvy marketers understand the critical differences between leading-edge boomers and tail-end boomers. With as much as a 20-year age difference between the youngest and the oldest boomers, some vast gulfs in psychographics and behaviors that drive purchase decisions can’t be ignored. A one-size-fits-all approach no longer works when marketing to seniors. 

Enter Generation Jones 

 In many circles, younger baby boomers, born between the mid-1950s and 1965, are referred to as Generation Jones. The term “Generation Jones” was coined by cohort member and cultural commentator Jonathan Pontell. He wrote:

“We fill the space between Woodstock and Lollapalooza, between the Paris student riots and the anti-globalisation protests, and between Dylan going electric and Nirvana going unplugged. Jonesers have a unique identity separate from Boomers and Gen Xers. We are practical idealists, forged in the fires of social upheaval while too young to play a part.”

 The name derived from the economically competitive ethos in which they came of age — a time when “keeping up with the Joneses” was the paramount goal of all boomers, and a time that was tough due to the large size of their cohort. Older boomers had the tailwinds of economic prosperity and the advantage of filling higher-level jobs vacated by Silent Generation workers who were retiring. Jonesers had to fight harder to keep up as they encountered fewer job openings and a flagging economy. They fought hard and became the innovators and leaders who ultimately reshaped not only ideas of aging but modern life as a whole. 

Jonesers continue to redefine what aging means. Like their older brothers and sisters, they reject outdated notions of who they should be and how they should live as they transition beyond middle age. This is apparent when you think about who is part of this generation: Madonna, the Obamas, Kamala Harris, Tom Cruise, Bill Gates, Steve Jobs and half of the cast of Friends, to name a few. 

 Key Generation Jones Traits and Influences:

Within the next five years, all of Generation Jones will be Medicare eligible, making it critical for marketers to stay on top of the necessary changes in strategy to sell to them effectively. Like older boomers, this cohort wants to see visual representations that match how they perceive themselves: young, active and vibrant. Small changes in imagery, like a 60-something woman with long, stylish hair, could make a big impact. 

Generation Jones has a strong sense of individuality and self-expression and will likely respond to humor and irony. Additionally, health and wellness are more critical to Jonesers than older boomers — a fact that can be considered and drive messaging strategies. Convenience and online tools are essential to engagement. CX and UX enhancements may be needed to drive them across the purchasing finish line and to maintain brand loyalty. 

Gen X Marketing: Preparing for the Next Wave of Medicare Consumers

Ten years ago, the oldest Generation Xers turned 50. In five years, they will age into Medicare. It isn’t too early to start thinking about how that will, yet again, reshape perceptions of aging and how we promote Medicare plans.  

Sandwiched between boomers and millennials (two of the largest generations), Generation X, born between 1966 and 1979, is often overlooked by popular culture and marketers — something many feel keenly. They have been stereotyped as “slackers” or “lazy.” But in reality, they face their fair share of changes, including rising divorce rates, inflation and a changing job market.  

Often referred to as the “MTV Generation” or the “Latchkey Generation,” they were the first generation to grow up with cable television or return home to an empty house after school. Most Gen Xers grew up in homes where both parents worked or were the children of divorced parents, which meant they had to fend for themselves between the last school bell and dinner time. As a result, Gen X is characterized by fierce independence, resourcefulness and healthy doses of disillusionment, skepticism and sarcasm. 

Technology changed repeatedly during their formative years, which makes them knowledgeable and capable in that arena. They are just as tech savvy as millennials and spend, on average, 16% of their time on their smartphones. 

Key Generation X Traits and Influences:

Gen Xers are more receptive to nostalgia than other generations, giving marketers an excellent lever to pull to engage them. They often feel like the overlooked generation and strongly desire to be seen and acknowledged. Thoughtfully incorporating relevant, Gen X-specific nostalgia into campaigns will go a long way to pique their interest. Examples include ‘80s and ‘90s music, boom boxes, roller skates, BMX bikes, “mall bangs,” flannel shirts and combat boots — and let’s not forget, drinking from the garden hose. 

As Gen Xers age past middle age, we’ll see more shifts in perceptions of aging. In their youth, tattoos and body piercings became more mainstream, which means seniors with body art are about to be the norm, or at least more prevalent. Like their predecessors, they envision retirement as a time to be active and reengage with the pursuits of their youth, which they may have had less time for in middle age. For them, this might include adventure travel, creating art, playing tennis or soccer, and biking. And seeing more and more skateboarding grandparents won’t be out of the question. 

Key Takeaways for Generational Marketing Success

Understanding generational differences for effective marketing to the 50+ demographic is more important than ever. Baby boomers, Generation Jones and Generation X each possess unique values, behaviors and communication preferences.

Utilizing digital and social media tactics will become even more critical for this cohort. They are almost as active on social media as younger generations. Many of them even post — and are influencers — on TikTok. New and innovative strategies for engaging with them on social media should be explored.