In a recent global consumer survey as reported by Marketing Charts, 85 percent of Baby Boomers (ages 56 - 75) say they are loyal to some brands but will buy from competitors. Less than half (47 percent) of Boomers say they are definitely loyal to some companies, and 36 precent say they are not loyal to any companies/brands. Close to two-thirds (64 percent) of Boomers say they will be loyal to specific brands that feature great products or services and one-third (36 percent) say brands that work hard to build a relationship with them will make them loyal. Boomers find irrelevant content and offers to be frustrating, but 59 percent of Boomers made a purchase within the past year as a result of receiving a relevant email.
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