Who are the Baby Boomers?

Baby Boomers are the generation born between the years of 1946 and 1964. Baby Boomers are aptly named having been born during a rapid increase in birth rates following the end of World War II.

From Instafamous fashion influencers, Twitch streaming gamers, to the fastest-growing cohort of online shoppers, Baby Boomers are harnessing technology like never before. This, alongside a rise in life expectancy, vastly improved health and a drive to debunk out-of-touch depictions spurred on by the #OkBoomer movement, shows modern grandparents are a force to be reckoned with. Despite this, Boomers (currently 57-75 years old) still remain the most under-marketed-to generation behind the silent generation (currently 75-92 years old) and whilst holding strong spending power, they’re often overlooked by brands and society.

Social media platforms are providing these individuals with a tool for self-expression and just like Gen Z, Boomers are using it to pursue hobbies, showcase talents and socialise with like-minded communities.