Baby Boomers - a famously contentious social demographic.

They’re often blamed by younger generations - Gen X, Y, Z, and the emerging cohorts — for much of what ails the modern world: climate change, economic instability, the rise of far-right politics, and relentless consumerism.

Yes, Boomers have certainly lived life to the fullest. They've worked themselves to the bone, set impossibly high standards in parenting, and are now reaching (or have reached) a stage where many are seeking more meaning than momentum.

This is a generation that’s weathered seismic shifts in technology, each wave demanding reinvention just to stay afloat - and still, they gave it their all.

They are also the first generation of women who, en masse, really did everything: raising children, managing households, contributing financially, staying youthful and stylish, and breaking the very social norms they were raised with - all while juggling the chaos of modern work-life balance.

And the men? Their journey hasn’t been much easier.

Sure, in New Zealand we’ve largely been spared famine, war, and total cultural collapse - but that doesn’t mean the ride’s been smooth. Far from it.

Many Baby Boomers have either retired or are preparing to, ready to hand over the reins to the next generations. They tend to have fewer children, more substantial asset portfolios, and a clear understanding of their place in the world. Now, they’re seeking a final chapter in life that’s personally fulfilling - something that validates all the hard work and sacrifice that came before.

But here’s what many marketers are missing — and it’s a surprisingly long list.

This generation grew up with real journalism: when the media was monitored by the government, and standards, ethics, and accountability actually mattered. They’re both fascinated and frustrated by today’s nonstop social media buzz.

At this stage in life, Boomers are more discerning. They make choices carefully, and many don’t resonate with the concept of a “personal brand.” The need to constantly share one’s life publicly — in curated, filtered detail — often leaves them puzzled or uninterested.

They want meaning, authenticity, and to feel seen for more than their spending power or their past.

Over 1.3 million New Zealanders are aged 55 and over - and they’re some of the most dedicated viewers of satellite, pay-to-view television. With average household incomes just under $120,000 this is a significant, often-overlooked audience in the charity sector.

These viewers don’t just scroll - they watch. They commit real time to the content they consume, in stark contrast to the fleeting (and let’s be generous) two seconds your average social post might attract. That’s a lot of attention being left on the table.

Meanwhile, nearly two-thirds of Kiwis - around 2.71 million people - read newspapers every week, with regional and community titles continuing to hold or even grow their readership. And then there’s magazines - 1.7 Kiwis read locally produced magazines every week. Compare that reach to even a generous social media database of 20,000 followers, and the difference is clear: so-called ‘mainstream media’ still dominates.

And what about your website? The average visit to a homepage lasts just 54 seconds. If your message isn’t immediate and compelling, you’ve likely lost your chance to connect.

Knowing all this, it’s worth asking: can your small social campaign and modest online presence really shift audience behaviour - now or in the long term? It’s not to say digital doesn’t have a role to play - but relying on it alone, in the face of these audience realities, is wishful thinking. It’s something worth seriously pondering.