Anthropologist Margaret Mead once lectured about the postmenopausal red-tailed deer, a particularly wise species of fauna living somewhere in the far north. Mead explained that in their old age, when all the old bucks had been killed off in skirmishes, the females became the oldest survivors.

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...

In 1966, Time Magazine collectively coined the Baby Boom generation “Man of the Year”. This generation lived up to Time’s momentous designation, fearlessly going on to lead a number of revolutionary movements, among them, fittingly, the women’s movement. (Note that Time now pays tribute to “Person” of the Year).

This past Sunday, like 40 million other Americans, I curled up on my couch and fell into the Academy Awards trance, moonily gazing at star after star sashaying down the glorious red carpet. I don’t know what it is exactly, but year after year, I never tire of this unabashed parade of fame, fuss and beauty.

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Having the great fortune of living in the Napa, Valley (when I’m not on the road as a boomer ambassador) I take my inspiration from the art and spirit of wine. Wine, you see, has the good sense to improve with age. In fact, the finer the wine, the better it gets over time.

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For many women, last Sunday was Happy Mother’s Day. But for many more of us, the circle on the calendar actually denotes another lesser celebrated holiday: Happy POGO Day. What’s that? You ask.

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There’s this old story about the first woman elected president. At her swearing in her mother is congratulated about her daughter’s success. The mother’s response was to point to her son several rows back and brag about him being a doctor.

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Many of us believe the late years of retirement will be more like "rewirement," a freshening up, a good powdering of our noses, some sacred space in which to finally contemplate our life's journey. We won't be like the Others, in a vapid nursing home chomping through rubbery chicken on someone's militant schedule. No sir, you won't catch us engaging in less than scintillating conversation over bingo.

After all, we may be bungee jumping. We may be hunting. We'll be anything but dying.

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This blog is part one of a blog series culminating in the release of a white paper on the subject to our subscribers. Please stay tuned as we continue this series.

The brain economy has replaced the brawn. There is a monetary value that can and should be assigned to mentoring and wisdom. And you can have older and younger generations working together productively. It’s all about respect.
-- Eileen Marcus

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FH Boom has collaborated on a research study in conjunction with NMI’s proprietary Healthy Aging/Boomer™ (HAB) research project to give marketers a first glimpse of the Boomer consumer at age 70. Hint: think of boomers at 70 not so much as revolutionaries, but as ‘retrolutionaries’. By this definition, retrolutionaries are the vast majority of Boomer-aged consumers who are aiming to get their monetary expenditures in better alignment with values formed at an earlier stage in their lives. Think the 2016 version of Birkenstocks and the equivalent of VW back in the 60's: living affordably, but with style.

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