Just as I sat down to write the final word about our survey of top marketers who are savvy about the boomer demographic, USA Today runs a major review of Chris Buckley's biting satire on all things boomer: Boomsday. Buckley sets his morality tale in DC-the very place where Fleishman-Hillard houses our very own FH Boom. In the words of USA Today: "The novel imagines the coming Fiscal Armageddon when 77 million baby boomers start wanting their Social Security checks instead of their MTV. Intergenerational warfare ensues, pitting selfish boomers against their angry offspring."
For the rest of today's blog, continue at The Boomer Blog
Those who have been following our survey results will see the vast discrepancy between how marketers view the boomers-and how a cultural critic, speaking perhaps on behalf of everybody other than those who still hope to make money off boomers-feels about our spotlighted generation.
In brief review: The majority of marketers saw boomers as optimistic, selfless, beloved of younger marketers, influential in coming elections, tech savvy, etc. How to reconcile these two views? The sunny, hopeful marketers versus the doomsayers or is it boomsayers. (Note to legal: trademark that!)
So here's what I think, point by point.
1. When it comes to thinking about the future in regards to finances and/or health, boomers tend to be optimistic or pessimistic?
Boomers are generally optimistic, in that they have a "can do" attitude. They have managed to meet and resolve many other life challenges and see no reason why they won't find creative means to address and conquer whatever new challenges come their way. That said, their biggest challenges are yet to come. And if they aren't pessimistic about health and finances, there are several explanations. A: They're in denial. B: They're not as bad off as others would have them. C: They are pessimistic but don't admit to it publicly, let alone on surveys. For those who are in denial-and the numbers may be sizable-smart marketers should stand ready to offer a hanky and some concrete solutions. If boomers can't have the dream-we should all be prepared to help them revise the dream. As for me, I'll place my bet on the boomers that optimistic, tempered by reality, will sooner-and in time enough-will save us from what one writer refers to as: Boomergeddon.
2. Boomers are the most selfish generation in history? Or are selflessly concerned about their legacy?
Many charitable institutions-including the US government-are banking on the possibility of boomers who have resources sharing them with those who don't (fellow boomers as well as other generations) in the form of charitable giving, volunteerism, etc. Early indications are that those who can will. In my opinion, the boomers have gotten a bum rap tagged the "me" generation. What we were was the first generation to lose our innocence: our naïve belief that institutions will take care of us for life. After the assassination of JFK, Watergate, etc., it was logical, healthy and even life-giving for boomers to withdraw their faith in outsiders and take care of ourselves, ergo, taking care of ourselves. We became the "me" generation, not out of a character flaw, but out of common sense.
3. Marketing to boomers virtually across the board-including technology-is the latest trend. Enough said.
4. Gen X and Y marketers are recognizing boomers as lucrative new markets for their companies. True.
5. Boomers are going to be a major factor in the upcoming elections. Of course.
Carol Orsborn