Is Your Meeting Ready for the Silver Tsunami of Baby Boomers?

November 5, 2024

While most of the buzz lately has been on how to attract and retain Millennials and Gen Z, Baby Boomers still are a major player in the workforce — and in meetings.

Baby Boomers may just constitute around 19% of today’s workforce, but the so-called Silver Tsunami of those born between 1946 and 1964 is still a vital attendee segment as many delay retirement to continue actively participating in their professions — and attend meetings and events.

In addition to the experience and expertise they bring as speakers, on-site mentors and influencers with large networks built over a lifetime of work, Baby Boomers also tend to have 2.5 times the discretionary spending power of Gen Z. And their spending tends to outpace that of younger generations as well. Combine this with the fact that most tend to be decision-makers at this point in their careers, and they’re also an attractive demographic for exhibitors and sponsors.

Just how important is this demographic for meetings and events? One indication of its staying power is the growth in events targeted specifically to cater to the interests and needs of Boomers, such as the Boomerama 50+ Health and Age Less Living Expo, “produced by Boomers for Boomers” with a combination of health fairs, travel expos and educational summits.

How to Meet the Needs of Boomers and Younger Colleagues

With multigenerational meetings a fact of life for most meeting and event planners, the key is to find areas of commonalities in terms of shared values.

Personalization and individualization. All generations tend to appreciate customized agenda plans and individualized experiences, so many organizers are leaning into will meet the needs of more senior attendees as well as their younger cohorts.

Health and wellness also are shared values across the generations, though the way that plays out may have to be thought through carefully. For example, Baby Boomers tend to be the heaviest imbibers of alcohol, where Gen Z are much less likely to belly up to the bar. While the trend is just beginning to take hold, savvy organizers are including more mocktails and top-shelf alcohol-free options at the bar alongside more traditional cocktails to provide options for all. Also, it makes sense to provide a range of wellness activities, from yoga sessions and meditation to more vigorous fun runs and HIIT classes. Healthy food options are another generational cross-section, with most wanting and appreciating healthy food options and clearly labeled ingredients.

Comfort and accessibility. Again, this is important to all generations, but Boomers may also appreciate more quiet spaces to get a break from the noise and sensory overload, as well as clear signage and easy-to-navigate layouts. Even if off-site activities are within walking distance, Boomers and others who may have physical limitations appreciate shuttles, or at least information about where and how to catch an Uber to the activity. Also ensure that lighting is bright enough throughout the event space for those with vision challenges, and that aisles and other room-set elements are wide enough to accommodate walkers, wheelchairs and other assistive devices.

Technology. While they came of age in an infinitely less digital era than their youngest colleagues, all generations appreciate event tech that makes it easier to take advantage of all an event has to offer. In the case of Boomers (and others who might have diminished hearing or vision), closed-captioning, ASL translation, use of larger fonts on digital signage, and event apps with larger text and intuitive navigation are appreciated by all generations. Having a tech support kiosk where Boomers and others can go if they need help with any of an event’s digital components also can be welcome.

Sustainability. Boomers also tend to share a concern about sustainability with their younger colleagues, so an easy way to please all in this area could be do implement eco-friendly practices such as paperless invitations and well-marked recycling options.