Why 2026 Is the Year Brands Must Start Taking Boomers Seriously
There’s been a lot of focus on Gen Z, Gen X and even Gen Alpha in 2025 – but 2026 is the time for Boomers to come back into focus for brands.
For years, brands chased youth because it felt culturally “future-proof,” but that strategy is now over-indexed. Growth is harder to find, acquisition costs are higher, and loyalty is lower among younger consumers. Boomers, on the other hand, are under-served, highly brand-loyal when they’re respected, and actively looking for products that genuinely improve how they feel and look.
That makes 2026 a reset year. With continued economic uncertainty, brands are moving away from trend-chasing and towards more revenue-driven, sustainable decision-making — and boomers sit at the centre of that opportunity.
How Boomers Approach Beauty Differently From Other Generations
Boomers buy with intent. They are not chasing novelty for novelty’s sake — they want products that work, feel premium, and justify their price.
Efficacy and formulation matter more than packaging trends or viral hype. They are also far less transactional than younger consumers. When a product delivers, they will repurchase it for years. That long-term mindset is particularly valuable in beauty categories such as skincare, haircare and supplements, where consistency and “beauty from within” are key.
Crucially, boomers do not see beauty as vanity. They see it as confidence, self-respect and well-being. That framing fundamentally changes how products should be developed, positioned and marketed.
Why Boomers’ Disposable Income Makes Them a High-Value Audience for Brands
Boomers often have both the spending power and the willingness to invest — provided they feel understood by a brand.
Many have paid off mortgages, have fewer dependents, and prioritise spending on themselves, particularly around health, beauty and quality of life. From a retail perspective, this translates into higher average order values, lower return rates, and stronger repeat purchase behaviour.
They are also less discount-driven than younger consumers when trust is established. In an era where margins are under pressure, boomers represent stability. They are not looking for the cheapest option — they are looking for the best one, and they are prepared to pay for it and stay loyal if it delivers.
What Effective Marketing to Boomers Actually Looks Like
One of the biggest mistakes brands make is talking down to boomers — or worse, pretending they do not exist.
This generation does not respond to anti-ageing clichés or messaging that suggests they need “fixing.” Effective marketing to boomers is respectful, clear and benefit-led. It prioritises education, honesty and real outcomes over trends.
Boomers respond well to expertise, real people and proof — whether that comes from clinical backing, testimonials or trusted retail environments. Nostalgia also plays a powerful role. Many still feel young at heart and mind, and language or cultural references from earlier decades can feel deeply relatable.
As Co-founders of Valerie, this is something we have seen work particularly well with Gen X demographics. Valerie is a brand making perimenopause impossible to ignore.
How Boomer Beauty Will Shape the Industry in 2026
In 2026, boomer beauty will move away from being treated as a niche or “special category” and become integrated into mainstream beauty strategy.
Brands will stop segmenting purely by age and instead design around life stage, needs and functionality. Product development will increasingly focus on skin health, barrier repair, hormonal change and decline, hair thinning, sensitivity, wellness and sleep — areas that genuinely impact this consumer. Expect continued crossover between beauty and wellness.
Retailers will also play a more active role, shifting from simple merchandising to education and curation. Some will lean further into this demographic rather than isolating them while chasing the latest Gen Z trend.
The brands that win in 2026 will be the ones that stop treating boomers as an afterthought and start recognising them as a core growth audience.