Aging Baby Boomers Are All Alike – True or False
Posted on Saturday, February 26th, 2011
Do all baby boomers age the same way?
Recently, I discussed the mistake many marketers make regarding the baby boomers age group. That mistake, I believe, is assuming this one very large demographic all responds the same to marketing targeted to a group called Baby Boomers. You can read that blog post by clicking on this link: Marketing To Baby Boomers.
It struck me today that many marketers and advertisers have forgotten that baby boomers weren’t ALWAYS old and about to retire.
So, I thought it would be fun to take a stroll back through time to get a look at exactly WHO this group is and why advertisers shouldn’t be lumping us all into the “time to check your retirement portfolio” group.
According to a fun little tool over at Google Labs, it appears the term “baby boomer” was little used during the actual baby boomer era of 1946 to 1964. The first real mention of the term didn’t appear until around 1980. So, how on earth did advertisers refer to this huge population before 1980?
It shouldn’t surprise anyone that during the late 1950’s and through the 1960’s boomers weren’t boomers at all; we were “hipsters.” And you can be sure the advertisers latched on to that! So, the largest population explosion in the United States after WWII occurred during 1946 and 1947, which puts this huge market at about ages 14 to 34 during the 60’s. It sure made sense to call this group “hipsters.” At least it was more appealing.
After about 1980, the use of the term “baby boomer” shot up like a rocket, way out pacing the term “hipsters.” Even though, many of us in the 1980’s were still quite young and “hip” we somehow lost the tag. Why did the term “baby boomers” become the all encompassing demographic that it seems to be now? I dare so that back in the 60’s no one would have dreamed about marketing the same product to a child as they would the parent… but they do it now.
Enough of that. Here’s my suggestion to marketers and advertisers:
- Take the time to know your buyer.
- Do smaller marketing campaigns.
- Don’t assume anything.
- Ask us what we are looking for.
When I get advertisements in the mail, or see them on television, I am amazed at how little these marketers care about who they are talking to. I’m going to help them out here. So, if you’re listening Madison Avenue and other marketing types, here’s a short list from the “other baby boomer” who MIGHT just be looking for something to buy – it may surprise you that it’s not all about affordable Medicare supplement insurance and assisted living.
The “other baby boomer” profile:
- I will never “retire” in the classic 1950’s style. I don’t have a large corporation that took care of all my needs during my entire working career. I am responsible for myself and my future.
- I don’t want to start a vineyard, but I don’t want to sit in a rocking chair, either. I don’t fit that advertising stereotype on either spectrum.
- I want to buy a lightweight electric bicycle tire pump. I want a bicycle seat that is comfortable, but not a dang embarrassment! You’ve seen them; they look like a Lazy Boy recliner!
- I want to buy fresh fruit to be delivered to my door every month.
- I want to buy a black dress that is NOT made of stretchy clingy material.
- I want to go to a theater that is NOT stadium seating.
- I don’t want to live in a gated community, but I want my neighborhood well lit and clean.
- I want restaurants to offer smaller portion choices, and not just on the kiddie menu, for Heaven’s sake.
- I want more public transportation and taxi service in more areas. I want the train to come back.
- I want more ways to put my talents to use to earn money in the future.
- I want marketers to quit marketing products that don’t fit our need. Case in point; those little tiny laptops sold to Grannies everywhere to keep in touch with their grandkids. Guess what? Did even one of those geniuses try typing on those things? They’re too small for any regular typing. Good luck Grannie! Oh well, they got your money. (Thank you to my daughter, the brilliant Nicole Dean, for steering this Grannie away from that notebook or netbook thingy.)
So, this has been my rant today. Not very cohesive, but that is the nature of rants.
What was the original question again? Oh, yes… do all baby boomers age in the same way?
It seems sometimes that advertisers assume we do. But, no. Even within my own gender and age group (those women over 50), I find a vast difference in life experience and needs. I have friends and family who’s want list would not be anything like mine.
And that’s the point, marketers. Given that this baby boomer demographic spans 20 years, you can’t expect us to all want or need the same thing. But, even within a tighter demographic, you also can’t assume anyone needs the same thing as someone else. Just be mindful of that, please.
I hope you’ll come back and visit me again soon. I promise to get off this topic someday and on to something more enjoyable. Spring is coming to my neck of the woods, so maybe I’ll perk up once I get back outside. I’m still looking for a good bicycle tire pump… any suggestions?
p.s. Speaking of reality, did the “Ozzie and Harriet” family ever exist? Was the whole idea a fantasy, or was there some basis in fact? These images of the ‘perfect family’ had to come from somewhere, right?
Check out this in-depth look at society norms during this era in the book The Way We Never Were: American Families And The Nostalgia Trap by Stephanie Coontz. What REALLY was happening to American families during that decade and how did it affect us all. This is an interesting read for anyone born and raised during those years, and for anyone wondering if in fact there ever was an age of innocence.
(Thanks to Vintage123.com for the fun Ginger Ale ad image. Unfortunately, the Vintage123 website seems to be gone, leaving me with no chance of sharing their link.)
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Extremely information and facts! I have already been trying to find something like this for a little bit now. Thanks for the tips!
Patti,
I found your blog from your info on the fanpage, and IT IS GREAT!! I will pass this address along to my boomer friends, and I will be back!
Thanks for stopping by, Peggy! I love finding other Boomer Women to chat with. I love your website http://www.AllAboutBoomers.com and recommend all my readers swing by for a peek. Great info and Great wit = Great stuff! Thanks again!