Below is my own rendition of some of the"pitch points" on which she and I agree along with some added thoughts from me:
- Self-Reliance
Boomers may like hearing advice, but they don't want to be told what to do, Robin and her sources suggest.
This gets a "bingo" from me. Boomers don't like to feel like sheep, even when they appear to be moving in herds.
Show Boomers how you will save them time and/or money, the author offers next.
Many Boomers now feel less affluent, but they don't want to feel like paupers. Pride in smart choices counts even when the price tag is less, Robin said.
Robin suggests that advertisers help Boomers connect with each other in online communities or at offline events.
Many Boomers are hands-on consumers who will wish to try before they buy, Robin suggests.
- The Long and Lively Thing
Our parents matured with a whole different sense of aging.
After a life spent in harness, most of our parents yearned to go fishing or cruising, whereas we who were never so good at marching in time now want even more engagement with meaning.
Where they hoped to start slowing it down, we hope to keep using what we have learned and learning more again. While retirement for the 'rents meant seeking more comfort and ease, my Gen is not so sure we want to kick back (its own irony in this economy). Instead we have high hopes of living long while keeping it lively.
Overall, as a group, Boomers tend to find change and challenge invigorating, while our parents endured enough stress in their youth to last for a lifetime. Where our elders often sought to minimize conflict and stress, we Boomers have been less likely to flinch at breaking some eggs on the way to an omelet.
Thus the difference in outlook is not only about what happens when gray hair turns white; it represents a cultural shift from one generation to the next.
Opposite Sets
In some ways, our parents and we were molded to thrive with opposite skill sets.
As survivors of a real Depression and a real World War, our parents, the "Greatest Gen," brought out their best by facing large burdens squarely. We sorely needed those steady hands when faced with mortal threat from East and West. But Boomers raised in less trying times brought out our best by innovating past old obstacles. For us, the largest challenge has been remaining sane in the face of rapid change.
In brief, my Gen has been rewarded less for being steadfast and more for invention and flexibility. Now we hope to apply the same sort of spirit to aging and longevity. And whatever the specifics turn out to be, it's a safe bet that we will season the whole experience with our own brand of relish.
So the real bottom line for me? Madison Ave. will find it hard to pitch Boomers if all they are selling is a new set of tires for Daddy's old car.
We may not yet know what we want for our own elder phase, much less what the times will ask of us. But as a generation best known for change, we are pretty confident that it will be different.
Excellent post!
I especially like that you highlighted this point: "But note to any merchant tempted to bait and switch: We will take the time to verify the bargain is real." It has been interesting to see some companies trying to portray themselves as more transparent; the new "Ally" financial commercials, which promise "no small print", are a case in point. Even though I'm a member of Generation X, I also take the time to verify... and woe to the company who wastes my time; I won't even look at them again.
Posted by: Tiffany Jonas | October 11, 2009 at 04:21 PM
"I sought to show the changing balance of planes - from anti-ship torpedo and dive bombers in the early days when the main objective was destroying other ships - to fighter planes, whose main job was to defend against the kamikazes in the final months."
Max, Midway is pretty much the final act of anti-ship carrier warfare, right? If you follow Keegan and Churchill, it's the critical turning point in the Pacfic war - there's a wonderfully readable description of Midway in Keegan's The Price of Admiralty.
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