Editor’s note: Ellen Sills-Levy is the founder of ESL Insights, a New York City-based global market research and insights firm. 

A qualitative research study conducted in the first week of May among Boomers shows that their initial shock and fear of the COVID-19 pandemic has worn off. It is being replaced by feelings of anxiety and worry about their health and safety; the economic impact and financial realties they may face; and an unknown future.

Boomers in this study have accepted the epic disruption in their daily lives and have settled into new daily routines that are quite different from their previous lives. They are showing great resilience in how they are coping with this crisis. Meditation, yoga and spiritual connections are helping them maintain their mental health. Additionally, increased time spent reading, taking daily walks and enjoying the company of their spouses are some of their coping behaviors. Only a handful expressed feeling depressed or doing therapy with online counselors.

Daily routines have changed and most have taken their personal and professional lives online. Exercising; connecting with family and friends; taking or teaching classes; working from home; shopping; and consuming entertainment are increasingly done via the internet through social media platforms, YouTube, Netflix and websites. Boomers, most of whom were already using digital technology, have become more adept at using these tools. They are also starting to use telemedicine.

Due to the reality of staying at home and all the non-essential businesses and venues being closed, Boomers are spending more time in activities such as cooking, cleaning, exercising, watching TV, reading, taking long walks, doing crossword puzzles and hobbies for which they had no time prior to the crisis. Most are eating healthier but a few are indulging in snacks and drinking more alcohol.

Friends and family continue to be of primary importance, providing the social support that is so essential in coping with the crisis, staying at home and maintaining social distance. The physical contact and human touch is missed most but Boomers are staying connected with their loved ones through telephone calls, texts, e-mails and digital platforms. All sorts of family gatherings and celebrations are now conducted online. This is a clear example of resilience and adaptive behavior. 

A new sense of gratitude has emerged. The Boomers we interviewed expressed gratitude for their family and friends as well as their health and for simple things in life. There is greater appreciation for the environment, for health care, essential workers and for all those who help them lead safe and enjoyable lives.

For most, getting back to some semblance of a “normal life” and feeling safe going to restaurants or venues with large audiences such as movie theaters, concerts or sporting events will take at least several months. Many will not engage in these activities until there is a safe and effective vaccine. 

The future remains an open question. The health crisis could drag on with new waves of the virus. The economy and personal investments could take years to recover. At the same time, there is hope for a better future that will benefit society as a whole as we all – individuals, organizations and governments – re-evaluate what is important and what needs to change. 

How should marketers communicate in this time of crisis?

  • Continue messages of reassurance, support and empathy. Communicate authentically that you know what they are feeling and understand what they are going through.
  • Reassure consumers with messages about specific actions you are taking to ensure their safety and that of your employees. 
  • Foster community through your marketing and messaging. Consumers greatly miss the belonging and security that community provides.
  • Build consideration and trust through advertising and public relations efforts, which will lead to purchases once consumer spending resumes.
  • Put your marketing efforts into re-examining your company’s products and services and ensure that they are meeting current expectations and needs and helping consumers safeguard their well-being.
  • These consumers use technology heavily to maintain their social connections and professional lives. Reassure consumers of their safety and privacy by safeguarding against personal information breaches.
  • Conduct research with Boomers regarding their changing needs and buying behavior. The findings will serve as guidance for developing strategies, marketing plans and advertising. They could also guide companies in making adjustments to how they deliver products and services to reassure a traumatized public.

Boomers are an important consumer segment. Boomers are 70+ million strong, similar in size to the Millennial generation. Soon they will all be 65 or older. The 65+ U.S. population will grow from 52MM in 2018 to 95MM by 2060. Boomers control 75% of all disposable income and have an annual buying power of $2 trillion.