This isn’t your grandma’s grandma. GenX and Baby boomers aren’t falling behind with social media and technology but, they’re often forgotten in emerging online spaces. That’s a huge misfire considering they have a higher spend per household than younger generations, are going through life transitions (empty nest), and have more time to focus on their dreams. Pinterest is the perfect place to capture their attention. However, misconceptions about their engagement online have often led to missed opportunities. In this blog post, we’ll debunk these myths and highlight how targeting this demographic on Pinterest can expand your reach.
Common Misconceptions About the 55+ Audience
This group has spent their adulthood online — making the ones without social media accounts the exception. Often, they’re more addicted to their phones than their adult kids.
1. They Are Not Tech-Savvy
A prevalent misconception is that the 55+ audience is not comfortable using technology. In reality, this age group is increasingly tech-savvy, with many adapting quickly to new platforms. According to a recent study, a significant percentage of individuals aged 55 and older are active on social media, and Pinterest is no exception. They use it not only for inspiration but also for learning and connecting with their interests.
2. They Don’t Engage on Social Media
Another myth is that the older generation doesn’t engage on social media. Contrary to this belief, the 55+ demographic is quite active online. They engage by sharing content, saving pins, and even creating their own boards. Their engagement often focuses on topics they are passionate about, such as home decor, travel, wellness, and DIY projects.
How the 55+ Audience Engages Online
Visual Discovery and Inspiration
Pinterest is a visual search engine, making it an ideal platform for those seeking inspiration and ideas. The 55+ audience uses Pinterest to discover new hobbies, explore travel destinations, and find tips on home improvement and wellness. They appreciate the platform’s ability to curate content tailored to their interests, allowing them to explore vast amounts of information visually.
Community and Connection
This demographic also values the sense of community and connection that Pinterest offers. By following boards and engaging with content from like-minded individuals, they foster a sense of belonging. The platform’s sharing and commenting features allow them to interact with others who share similar passions.
Everything You Need to Know About Targeting the 55+ Audience on Pinterest
If you’re trying to reach this audience, here’s how they engage on Pinterest. You have to remember that they’re going through a life transition as their children leave the house or they are planning for retirement. They’re usually coming to the platform for inspiration like recipes, home decor, fitness or planning travel.
They’re also looking into new hobbies and passions as they age. They’re not growing old — just growing.
While you may assume they prefer shopping in-store, Boomers and GenX enjoy the convenience of online shopping. They’re comfortable navigating digital purchases and are ready to buy through apps and websites.
They’re also not on some of the apps that appeal to younger generations. That makes Pinterest a valuable platform to reach them.
Why Targeting the 55+ Audience on Pinterest Matters
The Boomers have always been a powerful consumer group but, Gen X is catching up.
Growing Buying Power
The 55+ age group often has significant disposable income, making them a powerful consumer segment. They are more likely to make purchases based on inspiration from Pinterest, whether it’s a new kitchen gadget, travel gear, or wellness products. By targeting this audience, businesses can tap into a lucrative market willing to invest in products that enhance their lifestyle.
Brand Loyalty and Advocacy
Older consumers tend to be more brand loyal once they find a product that meets their needs. By engaging them on Pinterest, brands can build long-term relationships and foster loyalty. When they find value in a product or service, the 55+ audience is also more likely to become advocates, sharing their positive experiences within their networks.
Expanding Reach
By focusing on this demographic, brands can expand their reach beyond younger audiences. The 55+ segment is often overlooked, yet their engagement on Pinterest can significantly boost a brand’s visibility. By creating content that resonates with their interests and values, businesses can capture the attention of this untapped audience.
The Takeaway
Targeting the 55+ audience on Pinterest offers a unique opportunity to connect with a demographic that is both engaged and influential. By debunking misconceptions and recognizing their active participation online, brands can effectively reach this audience with content that inspires and resonates. Embracing this strategic approach not only expands a brand’s reach but also taps into a market with immense potential for growth.
Further Reading and Sources
- Numerator, US, Discover the Boomer Consumer and Discover the Gen X Consumer,
2024, Gen X is defined as people born between 1965 and 1981 (43-59 years old), Baby Boomers
are defined as people born before 1965 (60+ years old) - Graphics and stats sourced from Pinterest Resources
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