When it comes to what “Boomers” need and want, there is no shortage of experts offering definitive conclusions. Boomers will be teenagers forever; boomers will be a drain on our economy; or boomers will reinvent retirement as a time of growth and enrichment rather than a life stage plagued by decline and dependency.
As I reviewed comments from a recent dialog sessions among a group of professionals I respect, I occurred to me the we may be focusing on the wrong topic. What I have gleaned from the discussion was that Stephen Covey was right when he wrote in 7 Habits of Highly Effective People that, “No one sees the world as it really is; we can only see the world as we are.” Everyone was describing a view of the world (and Boomers) through their lens; and who can argue with what they see. As long as no one asks me to accept the view that appears in their lens as my view, I certainly don’t have a problem with them seeing the world they way they choose.
I can offer my world view and the antithesis of the widely held boomer myth. My Dad served America in both theaters of WWII; came home; made sacrifices; raised a family; but he would have never referred to himself as a hero or part of "the greatest generation" – although he was most certainly one of my heroes. As a leading edge baby boomer, I didn’t protest the Viet Nam War; but I did fight in it and owe my life to young man that died in the process. I liked the Beatles; but never cared for the Stones. The music I enjoyed in college tended more to folk music – Mitchell Trio, Brothers Four, The Association, and Peter, Paul and Mary. I wouldn’t have considered going to Woodstock – hated crowds even then. I did drive a VW bug; but not a van. I didn’t smoke pot – except for that one time and I’m not sure I inhaled – and it was at an Aging Conference in California.
I have as many good friends that are older than are younger than I am. In my experience, no one really buys anything or uses a service solely because of their age. I do know that there are going to be way more older people in the next few decades than there have ever been before. I know that we have done a terrible job communicating with them and involving them in decisions that affect them; and companies continue to waste billions using the wrong words and messages.
Researchers are just now documenting the problems caused by negative aging stereotypes and we will no doubt also be challenged by the learned dependency fostered by our public and private institutions “serving the elderly”. have been reading “Future Directions for Aging Policy: a Human Service Model” published by the House Select Committee on Aging in May of 1980. A quarter of a century later; we have accomplished so little and most of the challenges predicted by the report have played out…and yet we still don’t have a national aging policy and the jigsaw of agencies, services and regulations has proliferated exponentially and seniors have grown more dependent.
I avoid using the term boomer marketing because it makes no more sense to me than senior marketing – I prefer Developmental, Inclusionary or Ageless Marketing. I’m not particularly crazy about elderly, retirement, senior citizen and any other labels for that matter. While some people buy products because of the label, I don’t think many will rally around any generational label. I think typologies have made research companies and ad agencies a lot of money; but I personally think they’re a crock; and can place myself in almost every group depending on the context.
I recently spent two days conducting life planning workshops for 120 older adults. After the first day, one of the students called her son and thought it was something he would really be interested in attending. He showed up on day two and shared how valuable the information was and how motivated his Mom had become. He will be 60 this year and Mom will be 85. Just as MBO, Burn-Out workshops, EST, Assertiveness workshops, etc. held our attention in previous decades; no doubt Boomer Workshops will keep the bureaucrats and consultants busy for the next 10 years or so. As for me, I am having a good time making a little difference in the lives of a few people at a time.
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