The physical restrictions imposed during the pandemic caused the digital divide between generations to close drastically as Boomers turned to tech in their droves. But how exactly have they been using digital tools to entertain themselves, connect with loved ones, and maintain their wellbeing?
Dan Calladine is the head of media futures at Dentsu International, based in London. He has worked in media and marketing for over 25 years. Having been with Dentsu for over 15 years, he was the instigator of their popular annual trends report.
Jo Peters spent 20 years in international agencies working for brands such as Nike and Playstation. Having set up her trend consultancy, Jo volunteered with Samaritans. In 2020, she trained as a coach with the Co-Active Training Institute, helping clients make positive changes in their professional and personal lives. Jo recently studied with Climate Change Coaches, partnering with those wanting to take action on this vital systemic issue. Together with writing on consumer trends and design, Jo loves the big outdoors, from the beach in Shoreham-by-Sea where she lives to MTB on the South Downs.
The pandemic pushed us further online. But beneath the obvious implications, like more online shopping, an unexpected nugget was the spike in Boomer YouTubers. Across the board, tech-mediated creativity is on the rise, and people want platforms to help them keep the ball rolling.
Pension pots don’t always provide people with the financial cushion they need so Boomers are taking the health of their retirement finances into their own hands. River Financial’s professional, secure, and easy-to-use service is helping over-55s get into cryptocurrency trading.
Fully vaccinated and eager to make the most of their time and money after pandemic lockdowns, Boomers – the cash cow of the tourism industry – are set to re-emerge on the tourism scene in a big way. So, how can businesses in the industry cater to the needs and concerns of this cohort?
The pandemic saw people harness media for entertainment, and Boomers aren’t just occasionally using their Gen Y kids' logins for streaming services anymore – they’re getting their own. As a particularly loyal cohort, there are opportunities for streaming services to better cater to their media tastes.