Three main groups of generations in Canada include Baby Boomers (roughly between ages 50-69), Millennials (roughly between ages 15-35) and Generation X (roughly between ages 35-55). The interest in targeting Baby Boomers has increased since they make up the largest part of the population with the most disposable income. In fact Canadians, aged 50 to 54 have 64% more disposable income than that of 25 to 29 year olds. Millennials make up the second largest population in Canada. Marketers are eager to think outside the box to gain attention of this interesting, media savvy group. And just like the middle child, Generation X often tends to be forgotten.
Baby Boomers, born from 1946-1965 did not grow up in the digital age and can be classified as less tech savvy but are individuals that do embrace technology. More of this aging group is entering retirement every day. Many are trying a fresh approach on marketing to Baby Boomers. Many companies are now using mature models in their advertising campaigns. One example is seen from L’oreal Paris which uses Helen Mirren as their spokeswoman, looking beautiful at 69 years old.