If there’s any doubt that marketers around the globe are waking up to the power and potential of consumers at midlife and beyond, look no farther than Zukunftsmarkt 50plus, a conference by EuroForum in Frankfurt held March 4 and 5.
"For the rest of today's blog, continue at The Boomer Blog"
As keynoter for the conference, I faced a rapt audience of mostly 30 and 40-something marketers intent on learning everything they could about American boomers—and applying everything they heard from me, and the many other speakers, to their own marketing initiatives, as well. I, too, came to listen and learn from some of Europe’s top marketers. We’re talking about companies like Swisscom, L’Oreal, Swiss Bank, Danone, QVC and Ford.
I already knew, going in, that the real bulge in the demographics in Germany lags about ten years behind the U.S. What we call “trailing edge boomers” they refer to as Best-Agers. The money’s there—but how do the Best-Ager and boomer ethos compare?
In brief, I am impressed by how visible Best-Agers (and beyond) are in German media. In the US, we talk about letting wrinkles show in advertising. But the American model tends to be otherwise youthful, the wrinkles discrete, and/or the whole package undeniably cutting-edge. Think female Asian artist with spiky hair in body-hugging leotard with shape of young boy doing yoga.
In Europe, “Best Agers” are attractive—and they are featured in many publications, both in advertising and editorial--but in many of the ads I saw, they just look old. They do things like wear capes and hats.
In Europe, when I looked at the images meant to appeal to men and women my age (or younger) I couldn’t help but thinking—apparently along with the many marketers in the room—“mom” and “dad.”
While I know this may not be politically correct, there’s a difference between being old and attractive and being old and hip.
As in my last trip to seven countries in Europe last year, I continue to think that the very name “boomer” has brought with it an upbeat cache of coolness that countries who have stuck to 50+ or even “Best Ager” can’t match. Every time I hear the term “Best Ager”, I think it’s somehow trying too hard, something like a consolation prize at a county fair. If nothing else, American boomers on the whole have high sense of self-esteem—which is the secret sauce that may be driving the boomer marketing revolution in the U.S. to new heights. And with Europe actively studying the phenomenon as it is unfolding in America, with or without a name change, it’s only a matter of time before the German midlife consumer gets his/her mojo back, as well.
Carol Orsborn