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The Silver Generation’s perception of sustainable fashion marketing

Enríquez Martínez, Tania LU ; Essaidi, Noor Alzahra Munib LU and Bosdijk, Ayomi LU (2025) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20252
Department of Business Administration
Abstract
Aim: The aim of this paper is to examine how Baby Boomers perceive fashion brands
sustainability and what that implies for brands marketing strategy. Since Baby Boomers are the
second largest generation and most research has been targeting the younger generation,
although the baby boomer generation has a higher economic power.
Approach: We conducted a qualitative study using eight interviews with baby boomers
shopping at Nova in Lund. Transcripts were thematically analysed using an adapted 4S
framework, as derived from adapting Kotler's classic mix to a sustainability context;
Satisfaction, Safety, Social alignment and Simplicity
Findings: Participants considered “sustainable fashion” primarily with durability and quality,
often... (More)
Aim: The aim of this paper is to examine how Baby Boomers perceive fashion brands
sustainability and what that implies for brands marketing strategy. Since Baby Boomers are the
second largest generation and most research has been targeting the younger generation,
although the baby boomer generation has a higher economic power.
Approach: We conducted a qualitative study using eight interviews with baby boomers
shopping at Nova in Lund. Transcripts were thematically analysed using an adapted 4S
framework, as derived from adapting Kotler's classic mix to a sustainability context;
Satisfaction, Safety, Social alignment and Simplicity
Findings: Participants considered “sustainable fashion” primarily with durability and quality,
often mentioning repairability and warranties. Credibility required traceability, third-party
certifications, and consistent action, vague claims triggered skepticism. Shopping was largely
need-driven, with a willingness to pay a premium when longevity and proof were evident, and
practical cues influenced purchase decisions.
Value: The study introduced and applied the age sensitive 4S lens, a modified version of
Kotler mix, to clarify how Baby Boomers evaluate sustainability claims, addressing a
persistent research gap. It separates results into actionable guidance. (Less)
Please use this url to cite or link to this publication:
author
Enríquez Martínez, Tania LU ; Essaidi, Noor Alzahra Munib LU and Bosdijk, Ayomi LU
supervisor
organization
alternative title
‘‘How do baby boomers perceive sustainability claims of fashion brands, and what implications does this have on the brands’ marketing strategies”
course
BUSN21 20252
year
type
H1 - Master's Degree (One Year)
subject
keywords
Marketing, Baby Boomers, Sustainable Fashion, International Marketing & Brand Management MSc, Framework
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9214403
date added to LUP
2025-11-19 13:00:09
date last changed
2025-11-19 13:00:09
@misc{9214403,
  abstract     = {{Aim: The aim of this paper is to examine how Baby Boomers perceive fashion brands
sustainability and what that implies for brands marketing strategy. Since Baby Boomers are the
second largest generation and most research has been targeting the younger generation,
although the baby boomer generation has a higher economic power.
Approach: We conducted a qualitative study using eight interviews with baby boomers
shopping at Nova in Lund. Transcripts were thematically analysed using an adapted 4S
framework, as derived from adapting Kotler's classic mix to a sustainability context;
Satisfaction, Safety, Social alignment and Simplicity
Findings: Participants considered “sustainable fashion” primarily with durability and quality,
often mentioning repairability and warranties. Credibility required traceability, third-party
certifications, and consistent action, vague claims triggered skepticism. Shopping was largely
need-driven, with a willingness to pay a premium when longevity and proof were evident, and
practical cues influenced purchase decisions.
Value: The study introduced and applied the age sensitive 4S lens, a modified version of
Kotler mix, to clarify how Baby Boomers evaluate sustainability claims, addressing a
persistent research gap. It separates results into actionable guidance.}},
  author       = {{Enríquez Martínez, Tania and Essaidi, Noor Alzahra Munib and Bosdijk, Ayomi}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{The Silver Generation’s perception of sustainable fashion marketing}},
  year         = {{2025}},
}