A year ago January, it was big news when the first baby boomers turned 60. The trailing edge of the 18-year-generational spread simultaneously turned 42—and so we have it emblazoned on the national consciousness that the boomer generation encompasses all those between the ages of 42 and 60. That would be 78 million men and women in the U.S., all those born between the years of 1946 and 1964.
But nah uh. Just as we’re getting used to the idea that the oldest boomers turned 60, it’s time to get out your erasers and white-out. The demographic is still 78 million strong, but the age span is now 43 to 61.
This may be too much for the boomers themselves to grasp—let alone marketers—who all think that 60 sounds old enough, thank you. The shock value already depleted, the entire generation has entered the new year in a state of denial. Like Jack Benny freezing his age at 39, we think it entirely possible that boomers and marketers, alike, will “forget” to inch the demographic forward on the chronological calendar for weeks, if not months. In fact, the marketing world will probably just about come around to figuring this out in January of ’08 when, oh no, we’ll be 44-62!
So, boomers and marketers: here’s our call of action to you: keep a close watch on all the references to boomers being 42-60 over the coming months. Offer support. Join self-help groups. And above all, help boomers and marketers to be brave, be accurate and to embrace 43- 61!
Carol Orsborn