Gen X (born 1965-1980) and Baby Boomers (born 1946-1964) are unique in their experiences and needs. They have witnessed and adapted to rapid technological changes, economic fluctuations, and significant life transitions. By 2050, the number of people over 60 will double to 1.3 billion globally, making it crucial for brands to understand and address their specific needs and preferences.
One of the most effective ways to engage Gen X and Boomers is through the strategic use of colour. Earthy tones are particularly appealing as they convey a sense of luxury and opulence, resonating well with their high-income status. Brands should utilize colours such as deep browns, rich greens, and warm gold to create a sophisticated and inviting atmosphere.
As you can see, designing for Gen X and Boomers requires a nuanced understanding of their unique experiences, preferences, and societal influences. By leveraging appropriate colour palettes, promoting inclusivity, simplifying packaging, and addressing the broader poly-crisis context, brands can effectively engage and resonate with these powerful consumer groups. Embracing diversity and moving towards highly individualised experiences will further enhance their connection, ensuring long-term loyalty and trust.
In contrast, incorporating bright colours can inject a sense of energy and youthfulness into the brand, reminding these consumers of its vitality. Bright shades of blue, red, and yellow can be used across retail environments, packaging, and brand visuals to capture their attention and evoke positive emotions.
To boost confidence and ensure representation, brands must promote age-inclusive campaigns. This involves showcasing diverse age groups in advertisements and avoiding stereotypes associated with ageing. Encouraging meaningful and empowering discussions about aging helps Gen X and Boomers feel seen and supported. For example, initiatives like “Menopause Over Martinis” in New Zealand normalize conversations about menopause, and Eostre’s educational marketing on Instagram and TikTok help break down taboos and foster community.
Simplicity and clarity in packaging are paramount for Gen X and Boomers, who value straightforward and transparent communication. Pragmatic packaging involves using direct language and clear descriptions, making it easier for consumers to understand the benefits and uses of products. This approach not only aids in product discovery but also enhances the decision-making process. Brands like Paula’s Choice exemplify this by clearly highlighting product purposes and key ingredients on their packaging, simplifying the purchasing journey. Similarly, Walmart’s introduction of pet services caters to pet-centric consumer groups, including multi-species families and DINKWADs (dual income, no kids, with a dog), reflecting a deep understanding of their target demographic.
As we move towards 2025, the importance of diversity in design and strategy cannot be overstated. Inclusive design incorporates diverse human experiences and even non-human needs and leads to better products and services. This approach involves co-designing with a broad range of stakeholders, ensuring that products are accessible and beneficial to all demographics. Microsoft’s Inclusive Tech Lab and adaptive accessories are prime examples of inclusivity driving innovation and accessibility. By partnering with disability communities, Microsoft has created products that support various needs, demonstrating the value of inclusive design.
The evolution from personalized to highly individualised experiences is critical in addressing Gen X and Boomers’ unique needs. Brands should focus on creating people-first products and services that cater to their fluctuating emotions and well-being. This involves leveraging AI and technology to provide tailored recommendations and co-create with consumers, ensuring their preferences are met. For instance, L’Oréal’s collaboration with neurotech company EMOTIV on a scent selection device that measures emotional fragrance responses exemplifies how technology can enhance personalisation.
As societal norms around age continue to evolve, brands must challenge chrono-normativity—the expectation of achieving life milestones by a particular age. Instead, they should adopt a more open-minded, age-agnostic approach to product and service design. This involves creating modular and flexible living spaces, accommodating diverse family structures, and promoting age-inclusive beauty products. Brands like No7, with their Future Renew range, and inclusive Canadian brand 19/99 Beauty, which aims to narrow the generational beauty gap, are leading the way in this regard.
As you can see, designing for Gen X and Boomers requires a nuanced understanding of their unique experiences, preferences, and societal influences. By leveraging appropriate colour palettes, promoting inclusivity, simplifying packaging, and addressing the broader poly-crisis context, brands can effectively engage and resonate with these powerful consumer groups. Embracing diversity and moving towards highly individualised experiences will further enhance their connection, ensuring long-term loyalty and trust.
