Influencers have a baby boomer problem
Source: Business Insider ·
Baby boomers are scrolling. But they're not always thrilled by influencers. Brands are left with a conundrum: How do we get boomers to trust creators?
From the source
Baby boomers, like this baby right here, often find influencers … annoying.Debrocke/ClassicStock/Getty ImagesA version of this post appears in CMO Insider.Sign up for Business Insider's marketing newsletter.Influencer marketing to baby boomers hits different — and not in the way brands intended.Research from Morning Consult, conducted exclusively for Business Insider, reveals a stark generational divide in attitudes toward influencers. Boomers — people born between 1946 and 1964 — are distrustful of influencers, skeptical of their recommendations, and more likely to find their content "annoying."In the survey of roughly 2,000 US adults conducted in September, 31% of boomers said they trust influencer recommendations at least somewhat, compared with 62% of Gen Z and 64% of millennials. Two in five (40%) boomers surveyed said they trust influencers less than they did a few years ago.Sure, plenty of adults become set in their ways and harder to persuade as they age. But advertising pros…