Kieran Hughes

Nov 28, 2024 | mediacatmagazine.co.uk | Kieran Hughes |Ed Cox |Svilena Keane |Lydia Martin

As brands scramble to capture the attention of Gen Z and millennials, they risk overlooking two of the most financially potent and media-savvy generations: baby boomers and Gen X. With established careers, paid-off mortgages, and accumulated savings, boomers are in a financial position to spend. In fact, they are said to hold the lion’s share of household wealth — some estimate this is over 50% — in many developed countries. This makes them one of the most influential consumer groups worldwide.