Boomer Myths and Misconcpetions Blog

Boomers are More Likely to Let Go Than Hold On

I just finished reading an article by Andrew Zolli in the current issue of Fast Company magazine entitled, Demographics - The Population Hour Glass. As a professional studying this phenomenon and encouraging business to wake up for over 30 years, I was pleased to see the issue highlighted. The demographic portion of the article was certainly on targe; but what business should do about it is a different story.

Unfortunately, the article was also rife with both aging and Boomer stereotypes to include one quote from an anonymous GenXer, "terminal rule by Boomer narcissists." As a leading edge boomer the author seems to offering me three choices, terminal narcissism, employment with a company desperate to find workers, or living my kid's basement. Give me a break, the new consumer majority began changing the market place in 1990s.

The author predicted that, "The real breakthroughs are going to come from companies helping boomers hold on to their youth - and milk it for all it's worth...Watch Grandma wind-surf! Pole Vault! Pole dance!" I may be wrong, but I doubt wind-surfers, pole dancers and pole vaulters were ever major market segments...and add sky divers to that list. It would appear it is not the baby boomers that can't let go of youth; but the mainstream media and business strategists that can't seem to accept that the past is no longer prologue.

There is a difference between wanting to stay healthy and active and wanting to become a narcissist, which is basically what the author seems to be predicting. In my experience, this approach will lead erosion of market share rather than profits. Playing sixties rock music and showing dancing hippies is not about make me trust a financial adviser, in fact it helped me decide what company I do not want to do business with in the next decade.

There are a growing group of professional that have identified an inclusionary approach to marketing and new business development that reaches across generational line rather than attempting to manipulate them. I would admonish strategists to remember the words of John Shed, "The future not having been born, we should refrain from baptizing it."

Are Boomers Really Different

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.