When it comes to consumer power, few generations have shaped modern life as much as the Baby Boomers.
Born between 1946 and 1964, they grew up in an age of optimism and cultural transformation and today remain one of the most influential, financially secure demographics in the global economy. For all the headlines about Millennials and Gen Z, Boomers still hold a disproportionate share of wealth and spending power; 65% of over-60s say they have disposable income, according to our Angelfish Pulse Survey on over-60s market research.
But baby boomer audience research isn’t only about purchasing power. This generation is redefining what it means to age: living longer, working later, and engaging deeply with technology, travel, and community. They’re brand loyal yet discerning, value driven yet openminded and far more digitally connected than stereotypes suggest.
For brands and researchers, that’s both an opportunity and a responsibility: how do you build trust, engage meaningfully across channels, and design research that respects their time and intelligence? In this Generations Edit, we explore baby boomer audience research through three lenses – trust, technology and media habits, and consumer identity and values – with practical steps to design inclusive, effective research and recruitment strategies drawn from Angelfish’s experience.
Trust & reliability in baby boomer audience research
Who and what they trust
Boomers are loyal when trust is earned. They gravitate towards brands with heritage, consistent service, and clear communication. In the UK, high-street names such as Marks & Spencer and John Lewis remain touchstones of reliability, prized for their product quality and customer service – a relationship we explored in our Over-60s Insights: Challenging Ageism blog. Traditional media continues to shape perceptions; outlets such as the BBC, ITV, and print newspapers are trusted institutions. Older adults favour human interaction over automation and value clarity over cleverness.
The sustainability paradox
Portrayals of indifference don’t hold up to scrutiny. While Baby Boomers are often framed as disengaged from climate issues, research consistently shows that concern about climate change remains widespread among older adults, alongside a clear preference for brands that behave responsibly.
For many people aged 60+, sustainability is pragmatic and local — supporting British produce, buying quality that lasts, and minimising waste. As The Independent notes, they’re more likely to recycle or buy local than forgo habits like air travel. It’s not that they don’t care; it’s that sustainability is filtered through practicality.
What this means for research
In baby boomer audience research, reliability and respect are non-negotiable.
- Be clear: Explain purpose, process, incentives, and data use without jargon.
- Be human: Phone or personable email builds rapport and reduces attrition.
- Appeal to purpose: Link participation to tangible outcomes (better service, community benefit, product quality).
Takeaway: Older adults trust consistency, clarity, and care. Deliver those and your studies will earn richer, more thoughtful contributions.
Technology & media habits: tech-savvy on their own terms
It’s time to move past the idea that Baby Boomers “don’t do tech.” The gap in media time between older adults and younger cohorts has narrowed to ~21%, driven by a 43% rise in on demand video and an 84% jump in TikTok usage among over-50s in 2024 (The Media Leader). They’re active, selective, and intentional.
Platforms and habits
- Facebook remains their most-used platform; WhatsApp is near universal (c. 90% usage).
- 80% shop online (Angelfish Pulse Survey).
- TikTok and YouTube are growing steadily — often as “appointment viewing” rather than passive scrolling (IPA TouchPoints, 2024).
- Attention data from Amplified Intelligence indicates Boomers’ active attention to video ads is within ~1.5 seconds of younger viewers when content is relevant; proving engagement is about fit, not age.
Attitudes to new tech
Adoption is accelerating where value is clear. GWI reports that they are more likely than ever to use e-readers, health apps, and wearables; health related tech (e.g., CGMs, ZOE, and fitness trackers) resonates when framed around control, longevity, and wellbeing.
This mirrors Angelfish’s own findings: older adults are open to new technologies in research, provided they are guided clearly and supported throughout. Many actually deliver deeper, more thoughtful insights than younger participants once they feel confident in the process.
Our financial services showcase project using Qualzy showed exactly this: with clear onboarding and friendly comms, Boomers engaged deeply in digital tasks and delivered reflective, high-quality insight.
What this means for research
- Hybrid works best. Offer both online and in-person options to keep participation inclusive.
- Support builds confidence. Provide tech guidance and ongoing contact throughout projects.
- Substance over style. Focus on the quality of questions and outcomes rather than flashy design.
Takeaway: Boomers are digitally fluent when tech adds value and research that respects their time and preferences wins attention.
Consumer identity & brand values: independence, experience, practical optimism
If younger generations define identity through online expression, baby boomer consumers define it through experience. They were the first generation to popularise mass travel, personal finance, and home ownership and they still view spending as a reflection of independence and achievement.
Values and priorities
Boomers are paradoxically price conscious and experience driven: 62% say price is their biggest loyalty driver yet they also lead in impulse travel spending (GWI). Health, family, and value are central. Some are still in work or supporting adult children, while others are newly retired with time to enjoy it — a diversity that makes one-size-fits-all approaches risky. Sustainability matters when it’s actionable and tangible.
Self-expression and identity
“Often dubbed the ‘Me Generation,’ Boomers value individuality – though today this manifests as confidence and practicality rather than vanity.
What this means for research
- Respect their expertise. Frame participation as an opportunity to share life experience and influence change.
- Design around diversity. Offer flexible methods (online communities, interviews, or in-home sessions).
- Focus on value and clarity. They appreciate seeing how their input will be used and what it will improve.
Takeaway: Authenticity and respect unlock deeper insight; Boomers respond to being treated as informed contributors.
Recruiting Baby Boomers for audience research: practical Angelfish guidelines
Drawing on our work across sectors, these principles consistently improve baby boomer audience research outcomes:
Message the “why” first
Lead with the purpose and potential impact. Replace jargon with plain English and specifics (topic, time, incentive, tech used).
Meet them where they are
Combine channels: phone, email, Facebook, and community groups. Keep landing pages clean, mobile friendly, and accessible.
Screen for mindset, not just age
Mix employment status, digital confidence, caring responsibilities, health attitudes, and financial roles to reflect real-world diversity.
Right size incentives
Align with time and task complexity; be transparent about payments and timelines to build trust.
Accessibility is a must have
Offer larger fonts, high contrast assets, captions on videos, and printable instructions. Provide a helpline or named contact.
Tech confidence beats tech novelty
Use familiar platforms or add a simple walkthrough and practice task. Avoid unnecessary app installs.
Respectful scheduling
Offer daytime and early evening slots, avoid long consecutive tasks, and allow for breaks in longitudinal studies.
To find out more about how we can support recruitment of this audience at Angelfish, explore our participant recruitment for baby boomers page — built to deliver thoughtful, reliable voices from this influential generation.
Key takeaways
- Trust is earned through clarity and care. Be transparent, personable, and purposeful.
- Digital works — with guidance. Hybrid options, simple onboarding, and responsive support drive engagement.
- Design for diversity. Older adults aren’t a monolith; recruit for life stage and mindset.
- Show the value. Explain outcomes and close the loop to sustain participation and advocacy.
Why baby boomer audience research still matters
In a world obsessed with youth culture, it’s easy to overlook the generation quietly providing economic and cultural stability. Baby Boomers are not past their peak; they are shaping the present. They hold significant personal wealth, continue to spend on travel, wellness, and home improvement, and remain among the most brand loyal consumers. Crucially, they’re evolving faster than stereotypes suggest as digital participants, community minded citizens, and engaged research contributors.
At Angelfish Fieldwork, we meet every generation where they are — including the Boomers shaping modern life. Our participant recruitment services connect brands with thoughtful, authentic voices from this influential generation, delivering insights grounded in experience and trust.
Planning a project? Let’s talk about how we can help you recruit the right participants — from Baby Boomers to Gen Alpha — and design research that resonates across generations.
Further reading
Explore more from our Generations Edit series:
More from Angelfish Fieldwork on Baby Boomer insight
Explore more from Angelfish Fieldwork:
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