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Carol Orsborn, chief blogger and FH Boom thought leader, is pleased to share with you an excerpt from: BOOM: Marketing to the Ultimate Power Consumer—the Baby Boomer Woman (Amacom Books, Fall of 2006, by Mary Brown and Carol Orsborn, Ph.D).
Read it here.
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Seated with a group of friends in a restaurant, I suddenly heard a girlish squeal. Somebody one of us hadn’t seen for quite some time had entered the restaurant with her husband to celebrate her birthday. In high spirits, we sang a round of “Happy Birthday to You”—but how old was she? The best I could muster was somewhere between 45-70.
Readers of this blog may recall that as of Friday, I swore off the pig in a python as a metaphor for boomers, confronting for the first time the fact that the snake’s tail (and more chilling--the void beyond the snake) was in sight. (See "Tail Spotted")
When it comes to marketing to boomers and beyond, intuition doesn’t always do the trick. It’s critical that we learn from others. That’s one of the real values of attending an event such as the “What’s Next Boomer Business Summit”, recently concluded in Chicago. The American Society on Aging’s Business Forum on Aging and Mary Furlong and Associates produced the event, while our Fleishman-Hillard’s FH Boom was a sponsor and I had the big fun of sitting on a panel with Gail Sheehy, among others.
For the rest of today's blog, continue at The Boomer Blog.
The headline in Thursday, March 11’s USA Today is destined to send a chill down any civilized American’s spine…and is increasingly typical of the rhetoric around the healthcare debate. It reads: “Benefits for seniors eating up kids’ share.”
For the rest of today's blog, continue at The Boomer Blog
Okay, savvy marketers. Get ready to smirk. Of course we all know there is no such thing. Boomers are 42 and 62. They are married forever and just now starting to date. They are rich and poor. They are every ethnicity, region, religion, sexual orientation and so on and on. In fact, speaking through the post-modern lens, you could say that the boomer generation is like a pointillist painting. Get too close to it, and the whole thing goes to dots.
For the rest of today's blog, continue at The Boomer Blog
Okay, I couldn’t resist. This is actually a critique of a book that has gotten a lot of buzz lately, which is really titled: Walking on Eggshells: Navigating the Delicate Relationship Between Adult Children and Parents, by Jane Isay. (“Flying Dolphin Press.”) I hope the book is a huge bestseller for one reason: it will show that I’m not the only boomer parent who loves her children more than life, itself, but has to watch not just every word, but every thought, eye twitch, etc. I think the title says it all.
For the rest of today's blog, continue at The Boomer Blog
Some work force futurists stare into their crystal balls and report seeing the baby boomers and Gen Xers engaged in heated generational warfare, in which the Gen Xers will experience great difficulty ascending the career ladder because they are perpetually overshadowed by those 42+, who love their careers so much they will work well beyond their late 60s.
For the rest of today's blog, continue at The Boomer Blog
We marketers have done a terrific job segmenting the boomer demographic. There’s leading edge (born 1946-1954) versus trailing edge (1955-1964), there’s economic class, ethnic and religious orientations, life stage and even psychosocial motivators. In fact, there are so many niches, combos and variations within the generation, it is easy for a marketer to feel overwhelmed by the possibilities. As one of my professors—an expert in postmodernism once described—it’s kind of like one of those newspaper photos that when viewed at too close a range goes all to dots.
For the rest of today's blog, continue at The Boomer Blog
Recently, a Gen X marketer from a major company called to ask if FH Boom does “senior marketing.” We had to pause for a moment. No self-respecting boomer—the core of our target demographic—would identify with the term “senior,” and it’s been awhile since anybody other than a retirement community or diaper manufacturer has used the terminology.
For rest of today's blog, continue at The Boomer Blog
Once again, the kids have a gripe against us. Don’t get me wrong, I love Gens X and Y. In fact, some of my own favorite adult children are Gen X and Yers. :) In fact, I think it’s amazing how on the same page we are about so many issues. We are much closer to one another than I was to my parents. We call, we email, we instant message. In many ways, it feels like we are cool friends, sharing the lingo, and being hip together. :)
For the rest of today's blog, continue at The Boomer Blog