• Subscribe
  • E-Newsletter
  • Media Kit
  • Contact Us
  • Login
Community Rec
  • Topics
    • Community
    • Facility Development
    • Programming
    • Operations
  • Magazine
    • Current Issue
    • Past Issues
    • Subscribe
    • E-Newsletter
    • Media Kit
    • Contact Us
  • On-Demand
  • Continuing Education
    • Community Rec Leadership Summit
    • Webinars
    • Pickleball Innovators
  • Supplier Insights
    • Brand Voice
    • Supplier News
    • Supplier Voice
    • Case Studies
  • Podcast
  • Buyer’s Guide
No Result
View All Result
  • Topics
    • Community
    • Facility Development
    • Programming
    • Operations
  • Magazine
    • Current Issue
    • Past Issues
    • Subscribe
    • E-Newsletter
    • Media Kit
    • Contact Us
  • On-Demand
  • Continuing Education
    • Community Rec Leadership Summit
    • Webinars
    • Pickleball Innovators
  • Supplier Insights
    • Brand Voice
    • Supplier News
    • Supplier Voice
    • Case Studies
  • Podcast
  • Buyer’s Guide
No Result
View All Result
Community Rec
No Result
View All Result
Home Operations & Facilities Marketing & Sales

Baby Boomers and the ‘Silver Surge’

Rachel Zabonick-Chonko by Rachel Zabonick-Chonko
February 4, 2021
in Marketing & Sales
0
baby boomers

Photo courtesy of Shutterstock

Share on FacebookShare on Twitter

What to know about the opportunity baby boomers provide, nuances in marketing to this group, and why Bloomberg Opinion columnist Andrea Felsted is predicting a “Silver Surge.”

After months of shutdowns and what feels like a never-ending pandemic, it’s important for community rec professionals today to keep a pulse on trends in the marketplace and be on the lookout for the most promising consumer groups to target.

According to Andrea Felsted, a Bloomberg Opinion columnist covering the consumer and retail industries, a consumer group to keep a close eye on in the months ahead is baby boomers.

According to Kasasa, a financial and technology services company, there are currently 71.6 million baby boomers in the U.S., born between 1946 and 1964.

“Many companies have tended to neglect baby boomers, focusing instead on winning over millennials and Generation Z,” writes Felsted, in a recent column. “The strategy could cost them dearly this year. Older generations are set to get vaccinated first. Once they’re inoculated and free to venture out again, they could drive a silver surge in spending — in some of the worst-hit corners of the economy.”

Blair McHaney, the CEO of MXM, recently touched on the opportunity this age group provides; but acknowledged they pose a challenge for gyms in the current environment.

“Younger people are coming back to the gyms in droves, but the 60 and over crew, not so much,” said McHaney. “They seem more trepidatious about coming in, and that is where most of the nation’s wealth sits.”

As a result, McHaney said it’s important for facilities to focus on messaging that appeals to baby boomers and older generations, emphasizing the importance of fitness and health, which the pandemic has highlighted.

“[This group] needs to exercise more than anybody,” said McHaney. “I think that is going to be a huge opportunity, figuring out how to bring that group back into our facilities.”

However, before you start targeting baby boomers, Felsted advised there are some differences within the segment that marketers should be aware of, stating “those between 50 and 64 years old tend to be bigger spenders than the over-65s, and it will take a while before the vaccine rollout reaches this cohort.” She also warned that treating this group as “old” is a sure-fire way to alienate them.

“Nevertheless, it’s still worth paying more attention to this long-overlooked demographic,” continued Felsted. “Even when the health crisis is over, the economic effects will linger. Younger people, especially the many working in retail and hospitality, will feel the most financial pain. Consumer companies better start speaking to the boomers.”

Stay up to date on industry trends, best practices, news and more.

Tags: baby boomerscommunityCommunity Recmarketing and sales
Previous Post

Equipment Cleaning Responsibility: Employee Vs. Member

Next Post

Free Diabetes Prevention Program Offered by YMCAs of Tampa Bay

Rachel Zabonick-Chonko

Rachel Zabonick-Chonko

Rachel is the Editor-in-Chief of Peake Media. Reach her at rachel@peakemedia.com.

Related Posts

New Jersey YMCA State Alliance
Community Development

New Jersey YMCA State Alliance Partnership Increases Organization’s Accessibility  

February 5, 2024
Marketing
Ask The Expert

Marketing Summer Camp Programs Q&A with JCC Chicago

January 10, 2024
Community rec centers
Marketing & Sales

Survey Finds Community Rec Center Participation Likely to Increase in 2024

January 8, 2024
The Benefits of AI Marketing for Community Rec
Marketing & Sales

The Benefits of AI Marketing for Community Rec

September 5, 2023
Marketing your mission
Features

Marketing Your Mission to Gain Community Support

May 4, 2023
social media marketing
Ask The Expert

Social Media Marketing with Brianna Schreurs

March 7, 2023
Next Post
diabetes prevention program

Free Diabetes Prevention Program Offered by YMCAs of Tampa Bay

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Subscribe to Our Newsletter

Exposure Guide + Media Kit

March/April 2025 Issue

Get Updates in your inbox

Stay up to date on industry trends, best practices, news and more.

Facebook Twitter Instagram LinkedIn

Contact us at info@communityrecmag.com

  • Home
  • Subscribe
  • E-Newsletter
  • Media Kit
  • Contact Us

The Current Issue

The Latest from CO

  • DynaDome Creates an Innovative Aquatics Space at YMCA of the Virginia Peninsulas
  • Brittany Gardner on Social Media Marketing Strategies
  • JCC Maccabi Expands With Inaugural Campus Games
  • YMCA Southcoast Welcomes Lucria Ortiz as New President and CEO

© 2025 Community Rec Magazine. Published by Peake Media.

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

No Result
View All Result
  • Topics
    • Community
    • Facility Development
    • Programming
    • Operations
  • Magazine
    • Current Issue
    • Past Issues
    • Subscribe
    • E-Newsletter
    • Media Kit
    • Contact Us
  • On-Demand
  • Continuing Education
    • Community Rec Leadership Summit
    • Webinars
    • Pickleball Innovators
  • Supplier Insights
    • Brand Voice
    • Supplier News
    • Supplier Voice
    • Case Studies
  • Podcast
  • Buyer’s Guide

© 2025 Community Rec Magazine. Published by Peake Media.