And so, it was with surprise and gratification that I stumbled across one of the most obvious segmentations of all—a helpful way to get a handle on boomers that greatly contributes to simplifying the targeting process. The source was not research—nor a demographic expert--but my beautician. I’d been telling her about meeting my in-laws-to-be in New York City over the holidays. They’re from St. Thomas. I’m from Napa.

“You’re lucky,” she replied. “My in-laws don’t travel.”

“Why?” I inquired.

“They’re 60, you know.”

“Yes, but you’re 60,” I responded. “And you travel.”

There was a pause.

“Of course—but they’re an OLD sixty.”

I knew immediately what she meant. An old sixty doesn’t exercise, either out of choice or because of health issues. An old sixty woman doesn’t bother coloring her hair or keep up with styles. Old sixties may not work—but if they do, it’s certainly not with passion. He/she has her set circle of family and friends. There’s a lot of time spent in front of the TV. In other words, his/her life is rapidly closing in. While it’s easier to find an old 70 or old 67 than an old 60, there are even old 50 and maybe even old 40 something’s. Regardless of the chronological age, old any ages probably have more in common with one another from a marketer’s perspective than young boomers regardless of the date on their driver’s license.

So, by contrast, a YOUNG sixty pays attention to health and exercise—making the most of their physicality regardless of whether or not they have health issues. They keep up with styles and would only refrain from coloring their hair if they lucked out in the cool grey hair gene department. They are adventurous—valuing their old friends and routines, but surprising themselves and others by taking exotic vacations, picking up new hobbies and so on. They’re passionate about something—even if they’re not working—and if they’re watching TV, it’s probably Jon Stewart.

The latter is the boomer consumer most companies hope to target and many boomers aspire to be.

Carol Orsborn