I can't help but think that as a generation we are blowing it. Politically. We now have two candidates - squarely of the Baby Boomer generation and neither is talking about the aging of America. Why aren't we holding them accountable for that? Why hasn't the generation that created a "movement" for every cause taken up the cause of our own aging?
"Old is the new young." Is this one of those catchy but, ultimately, meaningless advertising slogans? Far from it. The 60-plus age group is going to be the most important consumer growth market over the next 15 years, generating more than one-third of global consumption growth.
Many years after some of the nation's largest financial services firms set out to win business from Boomer women, we're still in a spot where little has actually changed. Like a chauvinistic boss who thinks his resistant female employees will finally respond if he just keeps trying, the industry's attempts to charm women assumes that simply wanting to succeed will get them to respond differently. Well, it hasn't worked.
At age 47, I was inspired by athletes in the 2010 Winter Olympics to play ice hockey, a sport I'd given up seven years earlier after breaking my leg. A series of concussions forced me to quit again at age 50, but my passion for sports and competition remained intact, and I'm eager to find inspiration for taking up a new sport while watching the upcoming Olympics.
Last year, it was reported that advertisers spend a whopping 500% more targeting millennials than all other age groups combined. But what if the advertising industry targeted the wrong demographic?
Men and women are as different "shop-ologically" as they are biologically. What's important to men is typically not important to woman. In addition, keep in mind that women don't buy brands; they join them. Think about the things we join - clubs, political parties, organizations, even religions; they are the institutions in our lives that really matter. The ones we stick with through thick and thin. The ones we cherish and value.
Partnering on a social listening analysis, we and Oye! Business Intelligence examined over 13,000 Facebook and Twitter conversations about the financial needs of U.S. Hispanics, including English and Spanish speakers. Research found that the top conversation drivers were retirement (22%) and how to protect one's family (13%).
The New York Times called it "laugh-out loud," but "Bettyville," a bestselling memoir, is about a subject many might not view as humorous: a Boomer-generation man returning from New York City to his roots in Missouri to care for his aging mother.
It seems like every day brings a new article with dos and don'ts for marketing to Millennials. I get it - it's a big demographic which, collectively, wields great buying power that will grow as they pay off their student loans and settle into careers. For many brands, the focus on establishing relationships with these consumers is driven by the goal of maintaining their loyalty in the future. As a strategy, it makes total sense, unless your youth-driven approach winds up alienating a customer segment whose discretionary budgets are sizable in the here and now: Baby Boomers.
If you work in marketing, you have likely heard about Dan Lyons' new book, "Disrupted." It's the story of his exploits as a 51-year-old journalist trying to reinvent himself as a marketing guy at HubSpot, the Boston-based company that sells marketing automation software. It's a funny and insightful look at a clash of cultures (him vs. nearly everyone) inside a tech startup on the road to an IPO. A major theme is the ageism Lyons perceives at HubSpot, which can also be found in the tech business as a whole. Watching the cynical newsroom veteran navigate around jargon-spouting marketers makes ...