5 Min Read
Brands winning big with Boomers right now on the brand equity front are tapping into what matters most: thoughtful campaigns that resonate emotionally and align closely with their audience’s interests. Boomers are famously loyal, value-driven, and place enormous trust in reputation. Yet surprisingly, a few fresh faces have entered their top choices this quarter. Let’s dive into how both seasoned favorites and unexpected newcomers are rising with Boomers today.
“We’re seeing Boomers respond to a mix of consistency, comfort, and nostalgia. Old Spice didn’t need a TikTok moment to be a leader this quarter as it led all brands in Q2, up 11.3%, driven by a cinematic pirate campaign that cleverly reimagined its ‘Smell Like a Man’ legacy. Ace Hardware and La‑Z‑Boy also saw major gains, reflecting seasonal interest in home projects and comfort‑first living. But the most telling signal this quarter is the rise of intergenerational influence. ChatGPT and Poppi — both Gen Z‑native brands — made the top 20 list for Boomers and Gen Z. That kind of cultural crossover is rare, and it suggests brand equity can build not just through usage, but through ambient relevance.” – Justin Pincus, Managing Director of QuestBrand by The Harris Poll
Old Spice: Cinematic Pirate Nostalgia
Old Spice’s new “Unbelievably Long‑Lasting” pirate ad sets sail with Hollywood-level flair, launching first in Europe. It’s a 90-second epic, filmed aboard a 1700s ship, where a fresh‑smelling pirate stands out amid stenches so foul he’s thrown overboard—and then heroically resurfaces on a giant seahorse, nodding to its iconic “I’m on a Horse” era.
Why it connects with Boomers: This campaign taps into familiarity—leveraging Old Spice’s long-time “Smell Like a Man” legacy—while delivering fresh humor and cinematic spectacle that mirror the iconic ads of their youth. Sticking to what works is the winning formula with boomers: nostalgic positioning, seasonal timing (Father’s Day), and familiar scent-led campaigns (like Fiji).
QuestBrand. Base: Gen Z adults: 7/1/23-8/2/25, n=3,895.
Ace Hardware: Practical Reassurance
While Ace Hardware’s ads may not be flashy, the brand’s recent surge reflects its timely appeal to Boomers interested in summer projects, gardening, DIY, and outdoor preparation. Ace succeeds by cultivating a “come in for what you need, leave with something you didn’t know you wanted” atmosphere, exemplified by engaging product activations like in-store pizza oven demonstrations. These demonstrations resonate because customers can directly see and experience products in action. Additionally, Ace’s strategic promotions on essential items, carefully curated inventory, and convenient small-store footprint deliver the quality shopping experience Boomers appreciate.
With home improvement spending stabilizing in early 2025 after several soft quarters, Ace’s seasonal promotions and hands-on demos tapped into renewed consumer enthusiasm for summer projects.
QuestBrand. Base: Gen Z adults. Pre: 1/1/25-3/31/25, n=453. Post: 4/1/25-6/30/25, n=458.
La‑Z‑Boy: Comfort as a Movement
La‑Z‑Boy’s campaigns land among target audience. “Long Live the Lazy” campaign proudly flips the script on productivity culture. The 30-second “We the Lazy” spot showcases diverse, real people embracing reclining moments, while the AI-powered “Decliner” recliner humorously crafts excuses to skip plans. Additionally their recent “#BanReclining” campaign rallies regular jet setters together against the loathed in-flight seat reclining reminding their audience that not all reclining is equal. The broader furniture market trends in 2025 showed a modest rebound, with consumers gravitating toward comfort-first, multifunctional pieces—a shift that amplified La-Z-Boy’s positioning.
Boomer Resonance: Celebrating relaxation aligns with evolving Boomer values around rest, comfort, and ‘earned laziness.’ Plus, multi-channel distribution (TV, streaming, sports, gaming) ensures visibility in familiar media outlets.
QuestBrand. Base: Gen Z adults. Pre: 1/1/25-3/31/25, n=453. Post: 4/1/25-6/30/25, n=458.
ChatGPT: Ambient Relevance for All Ages
Although originally a Gen Z-focused AI platform, ChatGPT’s presence in the top 20 rising brands with Boomers highlights a cross-generational appeal. This trend is likely driven by practical usage—such as seeking health advice, travel recommendations, or writing assistance—as well as conversations about technology within families. Boomers often discover ChatGPT through interactions with grandchildren or adult children, and their curiosity to stay current motivates them to explore it themselves. When they do, they’re frequently surprised and pleased by the results.
Poppi: Gen Z Brand That Went Boom
Poppi’s meteoric rise, capped by its $1.95B PepsiCo buyout in March 2025 stems from smart influencer ramps (Alix Earle at Coachella, Super Bowl spot), bold visuals, and gut‑health messaging.
Boomer traction: While critics hit back at its early influencer stunt, the brand’s pivot to community events (vending giveaways, educational demos) broadened its appeal. For health-conscious Boomers, Poppi’s healthy sodas angle resonates with wellness-minded Boomers.
QuestBrand. Base: Gen Z adults 7/1/23-8/2/25, n=4,670.
The Q2 surge among Boomers tells a distinct story: Great nostalgia and practical comfort are table stakes, but brand equity now demands cultural relevance that spans generations.
Key insight: Ambient relevance—not just age-group marketing—is the new frontier. When Boomers see a brand in everyday life it becomes emotionally and culturally accessible. That’s the real power behind these equity gains.
QuestBrand’s Brand Intelligence Platform helps brands stay ahead of these generational trends. Brands need more than a tracker; they need a platform that stays ahead of trends and cultural shifts. Our team of brand experts help brands stay ahead of trends and change, not just navigate them.
