In yesterday’s blog, we addressed that fact that Gen X and Y marketers have noticed something new for western society. Their elders have begun hitting 60—and unlike generations past—are refusing to fade away.
For boomers and generations to come, the implications are enormous, as we all adjust to this new reality. It’s easy to bash boomers as suffering from a character flaw that drives them away from more age-appropriate roles. The truth is much more complex—so here’s part two of my rebuttal...
To the point of our self-centeredness: We were the first generation to lose faith in the paternalistic promises of institutional life. We could not trust others to take care of us and so we turned our focus back towards ourselves. Our so-called self-centeredness is not the character flaw some would charge but rather, a by-product of a historical moment—a healthy life-giving and society-changing response to circumstances that were not of our doing.
Meanwhile, the lifespan has elongated the life cycle for all the generations. Many Gen X and Yers are putting off the notion of marrying and parenting into their 30’s and 40’s. Separation from parents—both emotionally and financially—is happening later, as well. Something similar—a delay of lifestages (such as retirement)—is happening to boomers, as well. Nobody is more surprised than the boomers, ourselves, that we turned 60 and didn’t fade away. Again, this is uncharted territory—not just for boomers, but for all the generations.
At the same time some are bashing boomers, many 20 and 30-something marketers are paying heed to the thriving boomer landscape, not as a threat, but as an opportunity. It’s inspiring when anybody in any context defies the stereotypes…especially when for the marketers in his/her 20’s or 30’s, defying the stereotypes can prove to be lucrative for companies, and great for their careers.
Rather than blame each other for the need to adjust expectations, wouldn’t it be better if this were an era of mutual generosity and experimentation?
In this spirit, you will note some recent additions to TheBoomerBlog.com. Co-chairs Eileen Marcus and Carol Orsborn, both boomers, are now joined by Gen X blogger, Amanda Sobanet, who has begun to share her observations about marketing to boomers on a regular basis. (You’ll read the next in her series of blogs tomorrow.) And we also note that star players on the expanding FH Boom team are drawn from a multiplicity of generations. Susie Schoenberger who edits the “Daily Digest”, manages the archives and serves as webmeister. Lisa Dreisch leads media outreach. Emilie Moghadam handles our public appearances. Stereotype busters all who can look forward not to the marginalized, invisible, powerless future boomers once expected to have—but rather, to the promise of lifelong vitality and thriving careers at midlife and beyond. Perhaps, when all is said and done, it will be this that will prove to be the boomers’ greatest legacy.
Carol Orsborn