Boomers” is the wrong lens to look through
So, you think you are pretty savvy because you have attended three seminars and two conferences, and read tons of articles about “marketing to boomers”.
Great, now what?
Boomers - born between 1946 and 1964. They range from mid-career to recently retired. Some are rich; some are poor. And they represent every imaginable taste, preference, socio-economic class, health status, marital status, and religious belief. They live in every city, town, ‘burg’ and dirt road in the country.
Many are among the most educated people in the world; many cannot read nor write.
So what universally applicable tidbit of information have you learned from the thousands of dollars and zillions of hours that you have invested in hearing “experts” espouse their magical words of wisdom about Boomers?
Have you actually learned anything at all that is profound or new?”
Fact is, the “Boomer” craze is be hyped by ad agencies and other marketing types who are simply launching their economic surfboards onto the “age wave” and telling you the same things you already know about marketing and advertising - you must break your market into segments OR you better have found a really, really solid common denominator among the seventy six million unique people who qualify as “Boomers.”
That’s where we come in. We know the common denominator. We have studied it, experienced it personally, sliced it, diced it, cried because of it, loved it, hated it, cursed it, prayed about it and finally seen it for what it is. An inescapable process - sometimes long, sometimes short - but a process nonetheless. And one that affects us all, like it or not.
It is a phenomenon unto itself. A series of contradictions. It is painful, yet joyous. It is tender, yet hard. It is scary, yet nothing to fear. It is expensive, yet rewarding. It is private, yet demands outside help. It is self-consuming, yet not always self-realized by those who are doing it. Indeed, it is an enigma, yet understandable.
“It” is caregiving.
And the marketing lens that you need to bring into focus is The Caregiver.
Ronald Moore :: Jan.05.2007 :: Identify Opportunities, Marketing to 50+ ::
