So sell things that they perceive as rewards for discipline, hard work, self-denial and conservatism. Send messages that imply further rewards in their leisure time and retirement. They take good things for granted and expect to live well. And they look for those things that make them feel better. Women in the Boomer generation have made a huge market for fine cars, Rolex watches and power suits.
Boomers believe in working hard to gain the success they enjoy.
Often you'll find both spouses working long hours to have the big house, the three-car garage and the vacation cottage on Maui. To them, time is valuable, and they seek things that give instant gratification and deep personal fulfillment. Being typically liberal and idealistic, this generation will buy from companies who return part of their revenue to support social programs. To reach this generation, promote products and services that appear to enhance the status of the buyer. Sell products and services that make political, social or environmental statements.