Marketing Strategies That Turn Off Baby Boomers

I often get pitches from various brands to promote their products because I am a blogger and digital content creator. Affiliate income and brand sponsorships are ways I monetize my blog, but I make sure to only promote products I believe in. As a member of the Baby Boomer generation, some of the pitches I receive do not reflect my audience of active older women over 50.

Many brands see us as seniors that are ready for nursing homes or are halfway into the grave. I get pitches to promote adult diapers, immobility scooters, wheelchairs, home elevators, and other “elderly” products. We are seniors and some of my audience may be disabled or living in a retirement home, but the majority of my audience gravitates toward sexier topics like fashion, fitness, beauty, and travel. That is what the focus of this blog is all about.

There are some of the pitches I reject:

Supplements

Bloggers who push supplements can make a lot of money. Brands target the Baby Boomer market to sell them because we deal with menopause, hair loss, libido, low immunity, and other aging concerns. I have posted about supplements in the past but concluded that they must be individualized. The supplements an older person’s body requires should be taken with their doctor’s recommendation based on blood work or other tests. Supplements sold by charismatic and pushy marketers often do not mix well with medications or are too high of a dose which can be dangerous.

Dr. Oz and others like him can hawk their high-priced and unnecessary supplements, but I don’t because I don’t want to scam or harm my readers.

CBD and Hemp

Marketers go wild pushing marijuana products to Baby Boomers because our generation smoked a lot of weed in the past. CBD and hemp products are sold as supplements, stress relievers, and are even used in skincare. I’ve sampled CBD oil, but it did nothing for me and I hated the taste. I believe it is a fad or gimmick to sell pricey products.

Financial products and services

If I was savvy about money and business, I’d be rich, so I leave that topic to experts. I have accepted guest posts on this blog written by financial experts but I stay away from financial or business products because I don’t want to steer anyone wrong.

Senior services and products

As I mentioned before, elderly needs are not the focus of this blog even though most of my audience are seniors. Someday, I may write about walk-in tubs or commodes on wheels but don’t appreciate my audience being pigeonholed into hearing about them simply because they are over 50.

Shady topics

Occasionally I get pitches from companies who want to pay me to link to gambling, casino, sex, sketchy business opportunities, and other weird sites.  I don’t go there and I’m sure you know why.  

Weight loss solutions

The Baby Boomer market is bombarded to check out every weight loss solution imaginable. Many of us are overweight, including me, due to menopause and other reasons. There is no end to the diet plans, weight loss supplements, detoxes, and cleanses marketed toward seniors.

Almost all of those diets and weight-loss pills are ineffective and may be unsafe. They are also very pricey. All a senior needs to do to stay healthy and maintain or lose weight is to eat unprocessed food in reasonable portions. That is the only thing that works. Marketing strategies geared toward the senior market should focus more on living a healthy lifestyle and not on snake oil.

Fitness is ultra important for senior health and I am happy to promote it if it is safe and age appropriate. That is why I have listed the best online exercise programs for active women over 50 HERE.

Junk food, even if it is labeled “healthy”

I occasionally post recipes so sometimes I get pitches to boost food products. Some are legit, like high-quality olive oil or organic tea but many are junk food, with a healthy food label. That does a disservice to my audience because it is not what it appears to be. If it comes in a package with multiple ingredients and artificial sweeteners, it is suspect to me.

Transformational life coaching programs

As Baby Boomers, we have been on this Earth for at least half a century so most of us know how to deal with life by now. Life coaching programs are often vague and obscure. How do you sell someone a “happiness” or “authenticity” coach?  Programs like those sometimes sell for thousands of dollars, which is lucrative for affiliate marketers but often worthless for the person purchasing it. I prefer practical and helpful products that are truly valuable to my audience and do not rob them of their retirement nest egg.

Products I am happy to promote

Based on my blog statistics, the topics my audience clicks on the most have to do with fashion, beauty, fitness, and travel. If I like a product in one of those categories and it serves my audience, you may see it promoted on this blog.

My audience is also interested in certain aspects of wellness. I don’t believe in giving out unsolicited medical advice because I’m not a doctor. I’ve interviewed and written about doctors who have given me valuable tips to share, which is different. I’ve also interviewed people who have survived and thrived despite medical catastrophes, but otherwise, I leave all health tips to medical experts.

In summary

Baby Boomers like myself want to have fun in life and feel good about themselves no matter their circumstances. I believe marketing strategists are missing the boat when it comes to the older generation. Many of us still have lots of life left in us and brands should rethink the way they target us as consumers.