Advertising to affluent demographics and effectively reaching these coveted audiences with a luxury marketing message requires more than a big budget—it demands expertise. At Thrive Advertising, our media buyers leverage 20 years of experience to connect advertisers with high-value demographics: Older Millennials (35–44), Gen X (45–60), and Boomers (61–79). These groups hold the lion’s share of U.S. wealth in 2025, and understanding their unique traits is key to crafting campaigns that deliver ROI. Below, we’ll explore the affluent landscape across these generations and show how our media buyers can help advertisers tap into their spending power with tailored strategies.
The Affluent Landscape in 2025: Older Millennials, Gen X, and Boomers
Wealth in the U.S. skews toward older generations, and 2025 data underscores their dominance:
- Boomers’ Wealth: Boomers control 51% of U.S. household wealth—over $78 trillion—per the Federal Reserve (2025), despite representing just 20% of the population.
- Gen X’s Rise: Gen X holds 29% of wealth ($42 trillion), with median net worth peaking at $250,000 for those in their 50s, per UBS Global Wealth Report.
- Older Millennials’ Momentum: At 35–44, Older Millennials are hitting their stride, with 40% of households earning $200K+ annually, per Bloomberg (March 2025).
These groups aren’t just wealthy—they’re active luxury consumers. Boomers splurge on travel and health, Gen X invests in homes and cars, and Older Millennials crave premium experiences. Here’s how media buyers can help advertisers reach them effectively.
Two Affluent Demographics Across Generations
1. The Millionaire Next Door (PAWs: Prodigious Accumulators of Wealth)
Inspired by Dr. Thomas Stanley’s The Millionaire Next Door, this group spans Older Millennials, Gen X, and Boomers who’ve built wealth through discipline. These Prodigious Accumulators of Wealth (PAWs) prioritize value and security over flash.
- Who They Are:
- Boomers: Retired engineers or teachers turned investors.
- Gen X: Business owners and sales pros with diversified portfolios.
- Older Millennials: Tech entrepreneurs saving for the long haul.
- Mindset: Stanley’s research shows 70% of millionaires avoid luxury unless it’s practical, a trait strongest among Boomers (Stanley & Danko, 2010).
- 2025 Behavior: GWI reports 58% of affluent 45–79-year-olds value brands with authenticity and longevity—PAWs across generations.
How Media Buyers Help Advertisers:
Media buyers bridge the gap by aligning campaigns with PAWs’ habits:
- Boomers: Place ads on cable TV (e.g., News or golf broadcasts—65% of Boomers watch daily, per Nielsen 2025) and in print like AARP Magazine (circulation: 22M).
- Gen X: Target LinkedIn (50% of Gen X millionaires are active, per Statista) and podcasts about finance or entrepreneurship—60% of 45–60-year-olds listen weekly (Edison Research).
- Older Millennials: Use programmatic ads on sites like The Wall Street Journal, where 45% of 35–44-year-olds with $200K+ incomes browse.
- Messaging Tip: Media buyers craft ads emphasizing durability and investment value—think “legacy purchases” over fleeting trends.
2. Hyper-Consumers (UAWs: Under Accumulators of Wealth)
Dr. Stanley’s “Big Hat, No Cattle” crowd—Under Accumulators of Wealth (UAWs)—earn big and spend bigger, chasing status across these generations.
- Who They Are:
- Boomers: Doctors or execs buying vacation homes.
- Gen X: Lawyers splurging on luxury cars.
- Older Millennials: Corporate managers eyeing designer goods.
- Mindset: A 2025 GWI study shows 65% of affluent 35–79-year-olds associate luxury with social standing, a UAW hallmark.
- 2025 Behavior: Boomers lead in luxury travel ($300B market), Gen X dominates premium auto sales (40% of buyers), and Older Millennials fuel fashion growth (up 15% YoY), per Bain & Company.
How Media Buyers Help Advertisers:
Media buyers unlock UAW spending with strategic placement:
- Boomers: Secure spots on streaming platforms like Hulu Premium (30% of 61–79-year-olds subscribe, per Nielsen) and OOH ads in airports—Boomers take 50M+ trips annually (AARP).
- Gen X: Buy ads during live sports (55% of Gen X watch, per Statista) and on Facebook, where 70% of 45–60-year-olds engage with luxury brands.
- Older Millennials: Target Instagram (45% of 35–44-year-olds browse daily) with shoppable ads—70% of luxury purchases start mobile, per Klarna 2025.
- Messaging Tip: Media buyers push exclusivity and status—e.g., “limited edition” or “elite access”—to trigger UAW impulses.
How Media Buyers Deliver Results for Advertisers by Advertising to Affluent Demographics
Luxury marketing to affluent Older Millennials, Gen X, and Boomers isn’t about blanket ad spends—it’s about precision. Here’s how media buyers add value:
- Cross-Channel Expertise:
- Depending on your product or service, budget and target demographic, our media buyers may blend traditional (TV, print) with digital (streaming, social) to match each generation’s habits. For example, Boomers still trust TV (75% watch nightly), while Gen X splits time between TV and streaming (50/50 split, Nielsen 2025).
- Data-Driven Targeting:
- Use CRM data and geofencing to hit affluent ZIP codes—e.g., California’s 15,000+ ultra-wealthy households (Wealth-X)—and retarget with personalized offers.
- Event Amplification:
- Promote exclusive events (e.g., wine tastings for Boomers or car unveils for Gen X) via email and local radio for Boomers, where 60% of 45–79-year-olds tune in (Edison Research). Targeted podcast advertising can be a great place to reach affluent Millennials.
- Trust-Building Placements:
- Position ads near credible content—think Forbes for Gen X or Consumer Reports for Boomers—to leverage their preference for vetted sources.
Why Advertisers Need Media Buyers for These Demographics
PAWs and UAWs may both be affluent, but their behaviors diverge sharply. A Boomer PAW might scoff at a Rolex ad, while a Gen X UAW jumps at it. Media buyers ensure advertisers don’t miss the mark by decoding these nuances and aligning campaigns with the right audience, channel, and message.
Robin Rucinsky, President of Thrive Advertising, sums it up:
“Reaching affluent Older Millennials, Gen X, and Boomers takes more than a high-income filter. Media buyers bring the psychology and strategy advertisers need to win when advertising to affluent demographics.”
Partner with Us to Reach the Affluent
Want to connect with these wealthy demographics? Our media buyers at Thrive Advertising specialize in crafting paid advertising campaigns that connect with older Millennials, Gen X, and Boomers, delivering measurable results for luxury advertisers. Contact us today to explore how we can elevate your next campaign. Call our team today to discuss how to get started advertising to affluent demographics!
Bonus Stat: Boomers and Gen X drove 68% of the $1.2 trillion U.S. luxury market in 2024, a trend holding strong into 2025 (Bain & Company).
