Baby Boomer Insights

How to look good naked: do Boomer women really care?

On Friday the Oprah show featured Carson Kressley, the snarky gay fashion guru who became a household name in Queer Eye for the Straight Guy. He has a new gig, a show called How to Look Good Naked, a hugely popular show on the Lifetime Channel.

I wasn't sure what to expect. I am not a fan of Oprah (her constant self-aggrandizement gets on my last nerve) and the very title of Carson's show made me roll my eyes. But I found myself sitting in my recliner with my foot wrapped in ice (from an injury that resulted in a torn tendon) and couldn't find the remote control, so I ended up watching the entire show. (OK, OK... we all know if I had really hated it or if it had been basketball, I would have found a way to change the channel).

Anyway, as you might expect, the show was about women who are down on themselves because they don't think they're attractive, especially naked. Carson's job is to restore their confidence and make them see they really are beautiful as "real women." He offered the predictable advice about how they should see their inner beauty. But the show eventually turned to the typical physical makeover with new hair cuts, make up and trendy clothes, which, of course, helped the women feel better about themselves. (Here's Carson's best tip, btw: if you carry a very large purse, it makes your butt look smaller. Who knew?)

In the end, they agreed to be photographed naked (in an artsy way) and their pictures were plastered on the side of a building where passersby stopped and commented on how beautiful they were. Viewers were left with the impression that the women were forever transformed and that the key to looking good naked is to think happy thoughts, dress sexy when you do wear clothes, and get your self-esteem boost from total strangers. (That's an over-simplification, but not by much.)

I couldn't help but think about the study my company, Edelman and its marketing research company, Strategy One, recently conducted. In it, 75% of Boomers said they do not feel they need to act or feel a certain way. I consider that to be one of the rewards of Boomer-hood. It's both  liberating and validating.

But it's also instructive.  If you want to reach out to Boomer women, keep in mind that most of us aren't whiny, vulnerable, empty pitchers waiting to be filled with self-esteem  by others. On the contrary, Boomer women are confident and independent, eager to have new experiences and share them with others.

Since we aren't particularly brand loyal (only 29% described ourselves that way) and we are willing to try new things, we are a great target for many consumer brands, whether you're selling clothes, makeup, food, whatever. If you already have our loyalty, you can keep it by continuing to be relevant to us. If you want to win our business, you have to show us why your brand deserves our attention.

Do we want to look good naked? Of course. Who doesn't? But the naked truth is we want to be treated as decision makers who can make or break your brand.

Boomers are an active bunch, despite what the entertainment industry, the mainstream media and advertisers seem to think

Boomers are frustrated.  We don't like the way the entertainment industry, the mainstream media and much of today's advertising portray us.

That's what Edelman and Stratey One learned recently in our Boomer Insights and Implications Study. Some 91% of self-defined Boomers feel the entertainment industry is trying to appeal to a younger age group. A full 72% of us feel the mainstream news media are trying to appeal to a younger age group and over half - 54% - are frustrated by advertising the misrepresents our generation.

This really hit me between the eyes just this week. You see, I accidentally ruptured a tendon just running up some stairs and have been wearing a walking cast for several days. Despite the inconvenience, I've continued my normal schedule and, in fact, crossed the country, schlepping through airports and hotel lobbies. Along the way, several people asked me if I fell. Only one person asked, "Did you do that snow skiing?" The age range of the folks observing the likelihood that I fell was all over the place.

The point is, we're conditioned to assume that the older one is, the more likely it is they were injured doing something besides a sport or other vigorous activity. And no wonder. Boomers are too often portrayed as a sedentary bunch who aren't particularly vital and adventurous.

Take paddlesports as an example. Most of the time, when you see a picture in marketing collateral or ads about a paddlesport, you see some hot buff guy or gal showing off their love of adventure and risk. They're usually doing something really extreme, like jumping off a waterfall or throwing themselves in their awesome canoes and kayaks off a whitewater cliff.

But guess who actually buys paddlesports equipment? Boomers. That's what my friends at Quietwater Films and Rutabaga Paddlesports tell me.  It's the Boomers who will spend the money to buy the right equipment, look for instructors and approach the sport with intelligence and a desire to do it right. They seek the adventure and enjoyment of "quietwater" paddling. So while there are actually MORE people interested in - and paying for - a quietwater experience, the ads and media attention usually lean toward the whipper-snappers riding rapids.

That's why I love what Darren Bush (a Boomer) and Jeff Bach (almost a Boomer) are doing. I read all about it in a Wisconsin newspaper.  They aim their marketing efforts at paddlesports enthusiasts who want to learn more about how to enjoy the sports as solo paddlers or in tandem. They educate people about how to enjoy canoes and kayaks and such in ways that encourage physical fitness, interacting with nature and even being adventurous.  In other words, they're advocating for folks like us (Boomers) who want to enjoy sports, just not always the way extremists do.

One way they teach is through video, producing what they call "inspructions," intended to both inspire and instruct people to give paddlesports a try. What a smart approach. That's what it takes to harness the vitality and enthusiasm of Boomers. First, assume we're still vital enough to try a sport; and 2) invite us to participate fully, then get out of the way.

Why Dr. Phil is one of my favorite Boomers (to love and hate)

While I was writing my last blog entry just moments ago, the Dr. Phil show came on. Oprah was there, along with good wishes from celebrities and clips from past shows. It was all a part of the tribute to Dr. Phil as part of his 1000th episode. For six years he has been giving advice in his "get real" way and people just eat it up.

I confess, most of the time I'm a fan. I've watched him since he first appeared on Oprah's show 10 years ago and I love his "in your face" approach. Admittedly, there are days when I roll my eyes at the topics on his show and I do wish he'd leave Robin and the kids out of his gig. But the fact remains that he often says things that are worth noddling on.

That's why I thought I'd use this blog entry to share my favorite Dr. Phil quotes I've collected over the years.

After all, I fall squarely into the 98% of Bull's-Eye Boomers (tm) who love to share information online. So... in honor of daytime's beloved TV therapist, here are my favorite Dr. Phil quotes, straight from my hard drive, where I added them as I heard them over the past six-plus years:

You can’t give away what you don’t have. 

No matter how flat you make a pancake, there’s always two sides.

How’s that working for you? 

Sometimes you make the right decision; and sometimes you make the decision right.

Awareness without action is worthless.

The best predictor of future behavior is past behavior.

It is better to be healthy alone than sick with someone else.

If you want more, you have to require more of yourself.

The most you get is what you ask for.

You’re only lonely if you’re not there for you.

We teach people how to treat us.

The quickest way between A and B is not always at a feverish pace.

Sometimes you've just gotta give yourself what you wish you were getting from someone else.

Anger is nothing more than an outward expression of hurt, fear and frustration.

People with nothing to hide, hide nothing.

There is no reality – only perception.

Life rewards action.

You have to name it before you can claim it.

There is power in forgiveness.

Life is managed; it is not cured. 

You create your own experience.

 You either get it or you don’t.

 People do what works.

 You wouldn’t worry so much about what people think about you if you just realized how little they do.

 You have to create yourself from the inside out.

 You can’t talk your way out of something you behaved your way into.

 You’re only a loser if you quit while you’re behind.

 Sometimes, a relationship just needs a hero.

 You can’t fix what you don’t acknowledge.

Even if you don't like Dr. Phil (and I do see how that's possible) you just about have to admit he comes out with some real jewels sometimes.

Boomers seek "encore careers": retirement no longer a given

On Sunday, I was picked up by a car service to be taken to the airport for a business trip and one of the first things I noticed was that the driver appeared to be in his early 60s and looked like the quintessential business executive. So I used the opportunity to ask him about his occupation.

It turns out he retired from a Fortune 500 company about six months ago following a career of 32 years, with his last position being as a COO. After three months of "being bored" he decided to start a new career.

He went on to say that he actually gave a lot of thought to what he would do and finally settled on being a limo driver because of the flexible hours and interesting conversations he might get to hear between  preoccupied business executives. (I loved his honesty.) He reported that, so far, he hadn't been disappointed. He has picked up stock tips, learned the inside scoop on companies he read about later in the paper, and even met a couple of famous people.

"Ward" is a great example of the trend in Boomer retirement: not retiring at all. Most intend to work well beyond the usual retirement age of 62 or 65, in part because we' re vital and like working, but also because we aren't financially ready to call it quits.

Today's NY Times carries an interesting interview with author Marc Freedman about "encore careers" in which he discusses the phenomenon of Boomers choosing to re-career rather than retire. His observations and research echo that of my company.

Edelman and its marketing research arm, Strategy One, in July conducted in-depth research on Boomers called the U.S. Boomers Insights and Implications Study, and learned that Boomers don't consider themselves "old" until 74. Some 78%  say, "I have opportunities in life," and 75% agree that there is less pressure to act or feel in certain ways. Add it all up and it begins to make even more sense that Boomers  aren't following the work pattern set by our parents.

I get excited when I meet Boomers who are doing unexpected things (like retiring from corporate America to drive a limo) and realizing that limitations are usually self-imposed and it's perfectly alright to eschew them. No wonder Corporate America is worried about "boomer brain drain."  It's becoming more obvious that Boomers actually have options and we're not afraid to exercise them!

Edelman reveals results of Boomer study: Bull's-Eye Boomers rule!

My company, Edelman, will announce tomorrow that it has created a new consultancy called Boomer Insights Generation Group to specialize in communications marketing strategies to reach and activate Boomers. This is probably the most exciting thing that I've been involved with in my 30 years in PR.

We'll be helping companies understand how to build relationsips with self-identified Bomers, whom we call Bull's Eye Boomers (tm). More than one person has asked me "How hard can that be? After all, we already know who the Boomers are - they were all born between 1946 and 1964."

That, my friends, is the the crux of the problem. Too many companies market to Boomers as though we're defined by our age. Yet, one of the key findings of the Strategy One/Edelman Boomer Insights & Implications Study is that a full 28% of Boomers don't see themselves as Boomers as all. Can you imagine spending millions of dollars marketing a car to people who have committed to walk everywhere they go? And yet that's what companies do every day when they crank up their marketing and advertising campaigns and aim them at this massive group called "Boomers."

The Strategy One/Edelman Boomer Insights & Implications Study, which was conducted in July, 2007, included 1,320 adults ages 43-64. Here are some of the highlights you'll be hearing more about over the coming weeks:

> 72% of self-defined Boomers feel mainstream news and media try to appeal to a younger age group.

> 81% of women and 65% of men believe the government has the greatest responsibility to provide affordable medications to adults age 65 and older.

> Women said lack of money was the greatest challenge they faced when trying to maintain or improve overall health and wellness, with 45% of women and 40% of men citing stress as the second greatest challenge or barrier.

> 29% of surveyed women vs 19% of men say they are primarily loyal to one brand. Only 25% of Boomers of both genders is loyal to one brand.

So, as you can see, despite the fact that Boomers are 78 million strong and represent 24% of the U.S. population, they certainly don't always think and act alike. Moreover, brand promoters who don't understand who their Bull's Eye Boomer is stand to waste a lot of money and influence.

Over the past several weeks as we have sliced and diced the research, I've found myself in constant amazement at how often my fellow Boomers have nodded agreement when I mentioned specific findings to them. The conversation almost always turns to a "you won't believe what I got from such-and-such a company," followed by a tale that ended with "What were they thinking?"

Too often "they're" not thinking - marketers who have always targeted generations are going to be left in the dust if they don't quickly shift gears and start aiming toward the bull's eye!

Eons causes uproar by lowering the age of memership: Boomers resent younger members

I can remember when Eons first came online in August 2006. Touted as a place for Boomers to chat, swap ideas, stories and opinions, it seemed to be a great idea whose time had come. Apparently, it came and went pretty quickly.  For many, myself included, it has been a terrible disappointment.

In what many of its members now see as a "bait and switch" tactic, Eons has opened up its membership to allow pre-Boomers to join. We're not talking about letting a few Gen Xers in the back door either. No siree... now you can join Eons if you're the ripe old age of 13!  It's a last-ditch effort to stop the bleeding. After all, membership on the site has plummeted from 1.2 million in May 2007 to just 400,000  last month, according to Comscore. Despite the drop, Eons has still managed to secure venture capital money, apparently by insuring investors that membership will rise as soon as the kids get in the door.

The argument is seriously flawed. Yes, Boomers are on MySpace and Facebook, but the content on those sites crosses generations. Boomers went there because the kids invited them. Those sites have evolved over time as "catch-all" sites where the content is of interest to all age groups all the time. In fact, I'll bet there are more 50+ folks on MySpace and Facebook than on Eons.

The content on the Eons site is specifically for Boomers and up. I can't imagine any teenager wanting to be a member. 

From the comments I've seen at Eons, it looks like a lot of members agree with me. They want a space where they can interact with others like them. Boomers traditionally don't go online to just hang out, flirt, poke one another (and others) and just chit-chat. Their online time is spent more purposefully, according to research conducted by my company, Edelman, and Strategy One, our marketing research arm.

I hope this major boo-boo by Eons doesn't get interpreted as proof that Boomers aren't interested in social networking because that simply isn't true. On the contrary, Boomers see social networking as an opportunity to share their opinions and expertise. But, we want to do it on our terms - and that means choosing when and where to share information.

It's not unlike "active adult communities" where the residents have to be at least 55. It may seem silly - even foolish - to those who aren't in that age group, but what matters is what the people buying into the communities want. And just as people should be able to choose their neighbors, so too should they be able to live in a gated online community, so to speak.

Stay tuned. This situation will provide many lessons for us all.