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The trend: Nursing shortages are expected to continue as baby boomers age and job dissatisfaction remains high. Hospitals and public health groups jumpstarted nurse recruiting, which improved well-being and appreciation for nurses during the crisis years of the COVID-19 pandemic. Now, healthcare tech and staffing companies are stepping up efforts.

Gen Xers (72%) and boomers (70%) mostly use Facebook to follow/engage with health influencers. Why it matters: Consumers aren鈥檛 just following health influencers for entertainment purposes. Many people bring up social media-acquired health information to their doctors. And lots of younger folks act on the advice they鈥檙e getting on social platforms.

Walmart is the preferred grocery store for Gen Zers (63.2%), millennials (62.8%), Gen Xers (64.0%), and boomers (63.3%), per YouGov. Target ranks second by over 20 points, with 42.5% of consumers saying they would consider Target for their next grocery shopping trip. Key stat: Secondhand ecommerce could see a big bump from tariffs.

In 2024, the proportion of Gen Zers and millennials who said they need life insurance was 95%, versus 72% of Gen Xers and baby boomers, per Limra鈥檚 US 鈥�2024 Insurance Barometer Study.鈥�. The interest is there, but insurers must convert it into action.

Younger generations are more likely to state they will cancel these subscriptions within the next 12 months, with 23% of Gen Zers and 18% of millennials planning to cancel compared to 8% of baby boomers. Breaking it down: Younger generations like Gen Z and millennials have increasing spending power and represent the predominant sources of digital buyer growth.

While boomers show the lowest adoption rates of any generation, they stand to benefit most from wearables' health-monitoring capabilities鈥攁s demonstrated by Apple's FDA-approved conversion of AirPods Pro 2 into hearing aids.

However, Gen Z is rapidly closing the gap, while boomers represent an undertapped opportunity, particularly for health-focused features. Maturing market: The wearables market is experiencing significant consolidation as devices evolve and categories converge. Smartwatches are absorbing features from fitness bands and expanding into payment systems.

Baby boomers nearing retirement have noticed their investment accounts aren鈥檛 where they need to be. Young professionals with student loans are worried about job stability and how they鈥檒l make payments if they get laid off. Small-business owners facing higher costs due to tariffs are struggling with cash flow, which will make it harder to keep operations running smoothly.

For marketers, 鈥極K, 产辞辞尘别谤鈥� isn鈥檛 such a bad phrase after all. Baby boomers (ages 60 to 78) make up 20% of the US population yet control $76 trillion鈥�52% of the country鈥檚 net wealth, per the Federal Reserve as reported by The Economist. Despite marketers fixating on Gen Z, boomers wield substantial spending power and have distinct behaviors worth noting.

As they near or enter retirement, 37% of baby boomers say they regret not saving enough to enjoy their next phase of life, per Bankrate. So they鈥檙e trying to save on overdrive to catch up. Next steps: To meet rising consumer expectations and enhance financial wellness offerings, banks should:.

Marketers may be obsessed with reaching younger consumers, but that doesn鈥檛 mean that baby boomers aren鈥檛 worth their time. Next year, 11.3 million consumers ages 55 to 64 and 10.8 million consumers 65 and older will make a purchase via social media, per our forecast.

The top three tasks that boomers Internet users find technology important for are managing money (cited by 73% of respondents), staying informed with current events (69%), and keeping their home secure (59%), per an October 2023 Razorfish survey conducted by GWI.

Baby boomers (51.9%) and Gen Xers (26.7%) primarily see such ads on linear TV. This doesn鈥檛 necessarily mean that healthcare and pharma brands are advertising less on linear TV鈥攂ut rather that younger people are noticing these ads on digital media, where they鈥檙e increasingly spending time. Weight loss drug ads are a prime example of this trend.

Among baby boomers, only 34% would be willing to interact with a chatbot, and 61% wouldn鈥檛 try again after a bad experience.

A) Gen Z B) Millennials C) Gen X D) Baby boomers. Some 29% of baby boomers will stop buying from a brand that doesn鈥檛 align with their personal beliefs, versus 27% of Gen Zers, 24% of millennials, and 24% of Gen Xers, according March 2025 data from Ad Age and The Harris Poll. May 14, 2025. Which airline just unveiled a Dunkin鈥�-themed livery to celebrate its partnership with the brand?

Key stat: The younger the consumer, the more likely they are to accept cookies if asked. More than half (57.6%) of US Gen Z consumers say they 鈥渙ften鈥� or 鈥渁lways鈥� accept cookie notifications, compared with 53.4% of millennials, 46.8% of gen X, and 36.0% of boomers, per a July 2024 蘑菇AV survey.

Lingering doubts: Although younger and older generations align on AI scam factor, they diverge on how interesting or novel it is for a brand to use the tech. 27% of Gen Zers said brands are 鈥渃ool鈥� for using AI content in their ads, but only 8% of baby boomers felt the same. Baby boomers were just slightly more impressed by AI鈥檚 novelty: 29% called it futuristic, versus 25% of Gen Zers.