Baby boomers: Why they are so important for the skilled trades

Marketing: The 50+ demographic is one of the most affluent and interesting customer groups for the skilled trades. They value quality, invest in their health and appearance – and they are particularly loyal.

According to the Federal Statistical Office, every second person in Germany is now older than 45 and every fifth person is older than 66. For the skilled trades, this is an important and affluent target group. 

The baby boomers ( born roughly between the mid-1950s and the late 1960s ) are considered the wealthiest generation ever to live in Germany. They were able to accumulate wealth during a long period of peace and economic growth. Many of them were able to buy and finance their houses or apartments at reasonable prices – or rent them affordably. Furthermore, this generation is considered very work-oriented.

They like to spend their savings on quality, preferring to buy from Manufactum rather than Temu. As property owners, they are now investing in energy-efficient renovations , modern heating technology , new garden design , or designer bathrooms . They are treating themselves to high-quality furniture and bicycles, custom jewelry from a goldsmith, unique eyeglass frames, and/or exclusive espresso machines.

This generation is a particularly interesting target group for the skilled trades . These are the customers who are happy to spend a little more for a special sourdough bread from the artisan baker or a slice of cake from the pastry chef , who appreciate the haircut and color from their trusted hairdresser , and who turn to the renowned master craftsman in town for their new bathroom, garden design, or new paint job.

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Sustainability also plays an important role in consumer decisions.

What businesses shouldn't forget in their marketing strategy: Almost all 55- to 75-year-olds own a smartphone (94 percent) and research the most appealing and suitable offers online beforehand. Therefore, the design of the company website shouldn't be neglected (read an interview with photographer Markus Bronold on this topic ).

A PwC study from 2025 examined the consumer behavior of baby boomers . "People aged 55 and over are a highly relevant target group whose purchasing power significantly drives private consumption in Germany. In terms of media usage and online shopping, there are definite parallels to younger age groups; companies should take this into account in their communication and advertising," says Dr. Christian Wulff, Consumer Markets Leader at PwC Germany.

According to the study, baby boomers primarily value quality (86 percent) and price (84 percent) when making purchasing decisions. Reliability and safety of products are also important to them (43 percent). Sustainability criteria also influence their purchasing decisions: 60 percent state that they consciously buy regional products – which, for example, benefits regional food producers. Among 71- to 75-year-olds, this figure rises to 70 percent.

➡️ Suitable keywords in your messaging to reach and retain the 50+ generation as customers: (Master) quality, service, reliability, safety, sustainability, regional products, ingredients, etc. ...

Do not emphasize that the products and services are specifically for older people.

The PwC study underscores the financial stability of many baby boomers: households with individuals aged 55 or older account for more than half (54 percent) of all private consumption expenditure. While the biggest current concern for people between 18 and 54 is their own financial situation, those aged 55 to 75 are primarily worried about geopolitical conflicts, persistent inflation, their own health, and natural disasters. Only then do concerns about personal finances follow.

Also of interest to the trades: People aged 55 and over are particularly loyal to brands. 87 percent of those surveyed stated that they frequently buy the same brands because they know what to expect. This likely applies to service providers, workshops, and shops as well. 

How can businesses use this for their marketing? " Retailers and manufacturers should specifically highlight what their brand stands for and strengthen this identity with high product quality and suitable services . Loyalty to brands and companies is sometimes passed down through generations when a relationship of trust exists."

But beware: " Products specifically tailored to older people are not necessary : ​​Only one in five prefers such brands," emphasizes Dr. Christian Wulff.

The hairdresser becomes a lifestyle or health coach.

The Central Association of the German Hairdressing Trade recently spoke with Prof. Dr. Dr. Fred Harms of Beneganic AG about the older target group. He says: "Today, the affluent clientele between 40 and 60 years of age expects more than just a technically perfect haircut. That's the basic requirement. The real advantage is the evolution towards becoming a lifestyle or health coach . Those who understand the physiological aspects of hair health and can advise on them create customer loyalty that extends far beyond the next appointment."

This target group is also of interest to hairdressers and beauticians because they are currently investing heavily in maintaining their vitality and radiance . "While discounters compete on price, you score points with evidence-based advice. You meet customers where drugstores leave off: with individual, professional support," emphasizes the hairdressing association.

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