The boomer generation is upon us. It did start some years ago and is roaring forward like a runaway locomotive. The make up of this generation is widely varied. There is no real constant that binds us together with the exception of the period of time during which we were born. The mere fact, though, of the time period of our birth has been something studied by those interested in demographics and especially those who make their living planning market strategies.
For a good number of years, our generation was the object of marketing plans intending to appeal to us as we were a very large population that worked, played, procreated and spent money. A marketers dream. We were studied and romanced as it was thought that we had the means to make or break a company, a product, movement or an idea. We had money, time and an intention to live life as we wanted to live life. One just needed to get our attention and appeal to our desires and wants. I am sure that fortunes were made or lost based upon how successful one was to grabbing the attention of the boomers and thus their wallets.
Something has changed, though, over the last ten or fifteen years. The marketing and advertising titans have abandoned the boomers. No longer are we the darlings of commerce but rather at best an after thought in any marketing strategy or campaign. We are not the darlings any longer. I have read many different explanations why this has happened ranging from an idea that we are done living life to its fullest to the thought that our likes and preferences are already established and that we will not change. Our interest in new and exciting technologies, places to go, things to do has been lost as the thinking goes.
Studies in the US show how the boomer generation feels as though they are ignored by marketers and companies in their approach to appealing to the buying public. This in the face of facts re numbers of boomers who still lead active lives and control most of the money and capital not only here but elsewhere. A recent study conducted in the UK indicates that people in their 50's and 60's feel misrepresented by various business sectors including retail, health, travel, leisure, money and fashion. The boomer generation constitutes about 29% of Britain's adult population and controls about 80% of the wealth in Britain.
The survey/study also revealed that 70% of boomers regularly surf the internet looking for the best prices, about 69% use the internet to research travel options and many book their travel arrangements online. Apple is one company that appreciates the boomer generation as they recognize the high percentage of boomers that use their products.
So where does this lead me in this post. I entitled it "The Boomer Legacy". My thought was that are we going to pass into history as a generation that aged like all those before us? Are we going to be ignored, belittled and discounted as a vital part of society? I don't think so. I am not advocating a mass movement such as when we protested the war in Viet Nam. I am not suggesting we march in the streets and demand attention. What I am saying is that change will begin to take place as we, as individuals, live more active and meaningful lives as "seniors". Government, the "marketing gods" and society in general do not consider us vital to society. However, we do consider ourselves vital and can begin to change the outlook of others if we actually live fulfilling lives, not lives of apology, regret and inactivity. It is up to each one of us to change our life. It is not a task to be given over to the government, our families or our neighbors. It is our responsibility to undertake the kind of living that makes a difference. When we do this, things will change.
For a good number of years, our generation was the object of marketing plans intending to appeal to us as we were a very large population that worked, played, procreated and spent money. A marketers dream. We were studied and romanced as it was thought that we had the means to make or break a company, a product, movement or an idea. We had money, time and an intention to live life as we wanted to live life. One just needed to get our attention and appeal to our desires and wants. I am sure that fortunes were made or lost based upon how successful one was to grabbing the attention of the boomers and thus their wallets.
Something has changed, though, over the last ten or fifteen years. The marketing and advertising titans have abandoned the boomers. No longer are we the darlings of commerce but rather at best an after thought in any marketing strategy or campaign. We are not the darlings any longer. I have read many different explanations why this has happened ranging from an idea that we are done living life to its fullest to the thought that our likes and preferences are already established and that we will not change. Our interest in new and exciting technologies, places to go, things to do has been lost as the thinking goes.
Studies in the US show how the boomer generation feels as though they are ignored by marketers and companies in their approach to appealing to the buying public. This in the face of facts re numbers of boomers who still lead active lives and control most of the money and capital not only here but elsewhere. A recent study conducted in the UK indicates that people in their 50's and 60's feel misrepresented by various business sectors including retail, health, travel, leisure, money and fashion. The boomer generation constitutes about 29% of Britain's adult population and controls about 80% of the wealth in Britain.
The survey/study also revealed that 70% of boomers regularly surf the internet looking for the best prices, about 69% use the internet to research travel options and many book their travel arrangements online. Apple is one company that appreciates the boomer generation as they recognize the high percentage of boomers that use their products.
So where does this lead me in this post. I entitled it "The Boomer Legacy". My thought was that are we going to pass into history as a generation that aged like all those before us? Are we going to be ignored, belittled and discounted as a vital part of society? I don't think so. I am not advocating a mass movement such as when we protested the war in Viet Nam. I am not suggesting we march in the streets and demand attention. What I am saying is that change will begin to take place as we, as individuals, live more active and meaningful lives as "seniors". Government, the "marketing gods" and society in general do not consider us vital to society. However, we do consider ourselves vital and can begin to change the outlook of others if we actually live fulfilling lives, not lives of apology, regret and inactivity. It is up to each one of us to change our life. It is not a task to be given over to the government, our families or our neighbors. It is our responsibility to undertake the kind of living that makes a difference. When we do this, things will change.
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