Printed Materials are NOT Obsolete
Millennials to Baby Boomers are Enjoying Printed Marketing Materials
The Millennial and Baby Boomer generations comprise almost 48% of the U.S. population, with over 75 million plus Millennials, and Baby Boomers just shy of the 75 million mark. These two powerful generations seem very different, and companies often market to them in polar opposite ways.
Since Millennials are the first generation to grow up with technology, it is often thought that they ignore printed materials and only look to social media and online advertising. They do not read direct mail pieces or catalogs. However, according to a recent survey quite the opposite is true. Eighty-two percent of Millennials read direct mail pieces from retail brands and only 15 percent ignore all direct mail. Three out of four Millennials took grocery store inserts on their last shopping trip and 49 percent actually brought printed coupons with them.
Baby Boomers are still the generation with the greatest spending power, controlling about 70 percent of all disposable income in the U.S. And Baby Boomers are still more responsive to traditional marketing – direct mail, printed brochures, etc. In these pieces they like to read extensive information that helps them to build trust with the brand.
Whether marketing to Millennials or Baby Boomers, it is critical to include printed materials as part of your overall marketing strategy. Each generation still enjoys the printed word.
If your company is looking to create new printed marketing collateral and would like to discuss an upcoming project, please give us a call at 847-269-1422 or email us at firstname.lastname@example.org.
“5 Ways to Effectively Market to Baby Boomers” by Geoff Gross, June 1, 2016, Entrepreneur,
“Send Baby Boomers Direct Mail and Let the Magic Unfold” by Eric Cosway, May 23, 2016, Inman website,
“Marketing to Millennials” by Linda Antos, May 25, 2016, Target Marketing website
February 16, 2022
January 4, 2022