Global public relations firm Weber Shandwick recently released a study revealing that companies can gain a significant competitive advantage by creating marketing programs that target baby boomers’ expansive relationship networks. The survey, conducted with KRC Research, found that Boomer-to-Friend (B2F) communications are untapped in their potential to influence purchasing decisions for products and services.

According to the study, titled “B2F Connections,” boomers serve as important information sources for fellow boomers when making purchasing decisions. Nearly six out of 10 boomers (57%) are asked for their recommendations on products and services almost twice a week (or 90 times per year). Of those boomers who were asked to make a recommendation in the past year, the majority (89%) advised their friends, or fellow boomers. The study also revealed that B2F communications are circular, with nearly all boomers (93%) identifying their friends, who are also boomers, as trusted sources of information.

Boomers make up a significant part of an agency client base. Developing marketing and communication targeted to this group can help build your referral network.