• by Mark Bradbury , Columnist, February 6, 2014

As Valentine’s Day approaches, love is in the air. But, will marketers make a love connection with today’s largest and wealthiest demographic – the 50+ age group? 

It’s clear that marketers looking to attract this demographic need to take a look at how they communicate when it comes to romance and sexual intimacy. Recent research reveals that just one in three people 50+ believe that today’s advertisers accurately portray their relationships.

“Boomers are noted for being on the cutting edge of redefining love, sexuality and relationships. And, they are no less interested in these topics today than they were before,” explains Pepper Schwartz, our organization’s Love & Relationship Ambassador and professor of sociology at the University of Washington.

Clearly, there is a strong opportunity for smart marketers to establish a connection to today’s Boomers through a realistic representation of their attitudes about sex and romance. 

What Baby Boomers Think About Sex & Romance Today

• They are more interested in sex than were previous generations: A majority of Boomers believes their generation is more interested than previous generations in having a healthy sex life at this stage of life, and they are very comfortable discussing the subject. They want to have a dialogue, and marketers can engage them with content that addresses their openness and their interest. 

• Sex and romance are linked to overall health: A vast majority of people over age 50 say sexual intimacy and romance are important to overall health. Boomers may be on to something as researchers say potential “fringe benefits” include a healthy immune system, lower blood pressure and decreased stress levels. Marketers can communicate how their products and services can help Boomers achieve intimacy, which they link closely with their overall well-being.

Making a Marketing Match with Boomers

There is an opportunity to engage the 50+ demographic by addressing Boomers’ desire for information about sex and intimacy. Boomers want to see their concerns recognized, and 50+ consumers will embrace marketers who provide realistic portrayals, along with products, services and information that resonate at their current life stage. 

Marketers seeking to promote everything from travel, to beauty products, diet programs, gym memberships, dating services, clothing, jewelry and even major purchases like automobiles, can connect with Boomers by addressing their generation’s desire for love and romance. 

“They don’t like to be invisible in terms of romantic and relationship issues, and they are relieved and grateful when their desires for romance and sensuality are represented in the marketing approach made to them,” explains Schwartz. “Pictures of 50+ people dancing, or dining by candlelight in a great adventure, or in a convertible driving through the mountains, are both true and needed for this generation.”

Why Now?

There has never been a better time to court the Boomer demographic. With the youngest of the Boomer generation turning 50 by the end of the year, all Boomers will soon age out of the traditional 18-49 marketing target. And, they will take their money and propensity to spend it along with them.

The 50+ demographic is not just the biggest, it also has the strongest spending power, accounting for $3.2 trillion of annual spending, according to the latest U.S. Census Consumer Expenditures Survey. Since this level of spending represents nearly half of all consumer purchases, it’s baffling that just 10 percent of marketing dollars are specifically targeting this demographic.

What’s Next?

With an overwhelming majority of 50+ consumers saying the media doesn’t accurately depict their generation’s sexual relationships, there is indeed an opportunity for advertisers to correct this misrepresentation and win over not just Boomers’ hearts, but also their business.