Baby Boomers: The Power Players Marketers Overlook

Baby Boomers (born 1946–1964) are often painted as “set in their ways,” retired, or disconnected from modern media. But here in Nebraska — and across the nation — Boomers are still highly engaged, influential, and spending.

They’re not fading into the background; they’re shaping communities and driving markets in ways many businesses overlook.

It’s time to separate myth from reality.

Myth #1: “Boomers don’t use digital.”

Reality: While Boomers love the printed page, many are also comfortable with digital tools. Nebraska Boomers like Robert use newspaper apps and e-newsletters alongside the print edition. In fact, across the state, 67% of adults access digital newspaper content weekly, according to a 2025 Coda Ventures Nebraska Market Study. Boomers are more digitally connected than many assume — they’ve simply added digital to their trusted habits.

Myth #2: “Boomers don’t spend — they’re retired.”

Reality: Nationally, Boomers control over 50% of U.S. wealth and continue to drive consumer spending in categories like healthcare, travel, home improvement, and financial services (AARP).

Locally, the Nebraska Statewide Study shows:

• 23% of consumers plan to buy or sell a home within 2 years — and 90% of them are newspaper readers.

• 83% of adults use healthcare services annually, with Boomers leading the way.

• They remain key decision-makers for big-ticket purchases, from vehicles to investments.

Myth #3: “Boomers aren’t community-involved.”

Reality: Boomers are some of Nebraska’s strongest civic participants. According to the study:

• 92% of newspaper readers vote in local elections, with Boomers among the most consistent voters.

• 84% believe public notices should remain in newspapers, underscoring their commitment to transparency.

Robert’s story proves the point: after reading a legal notice in his paper, he made sure to cast an informed vote.

Myth #4: “Boomers are brand loyal but not influenced by ads.”

Reality: Boomers actively use ads for everyday decisions. In Nebraska, 90% of adults say newspaper advertising is important, and more than three in four read ads regularly. For Boomers, the printed page is still one of the fastest ways to find deals — from pharmacy discounts to financial services.

Myth #5: “Marketers should focus only on younger generations.”

Reality: Boomers are an underserved market. Nationally, they spend more than Millennials in travel, dining, and home categories (Forbes). In Nebraska, their trust in local newspapers makes them especially valuable:

• 39% of readers visit a store after seeing an ad,

• 37% check the advertiser’s website,

• 28% make a purchase.

That’s not brand loyalty without action — that’s loyalty that drives results.

Why Boomers Matter to Nebraska Businesses

Boomers aren’t stepping aside. They’re homeowners, voters, donors, volunteers, and loyal customers. They blend tradition with adoption of digital tools, value reliability, and use local newspapers as a trusted guide for both news and buying decisions.

For Nebraska businesses, the takeaway is clear: Boomers remain one of the most influential consumer groups — and one of the most reachable through local newspapers. Pair the credibility of print with the accessibility of digital, and you’ll tap into an audience that values trust and follows through with action.