Baby Boomer Insights

Sex and the City movie furthers the notion that gray is the new black

My almost-19-year-old daughter, Sydney, and I went to see the Sex and the City movie last night. When it was a TV series I watched it only on occasion and was never a big fan. But I knew it would be all the rage at the water cooler this week and I wanted to know enough to talk about it.

The first observation I made was that the audience was 90% boomer women. They clapped, laughed heartily, and squealed like the delighted girlfriends they were. Clearly, this crowd loved catching up on the foursome that made TV history talking about things women supposedly really talk about when they're together, out of the earshot of men.

While it was incredibly predictable, even to someone not intimately familiar with the characters, I found it pretty enjoyable nonetheless. I liked that three of the four women characters - Carrie, Miranda and Charlotte are in their 40s  - and Samantha is 50, yet they were portrayed as still stylish, full of life and still interested in talking to death various angles of relationships. The underlying theme of the movie was about forgiveness, something one typically understands and knows more about in her 40s and 50s, for sure. I loved that the actresses were playing their "real" ages and it seemed perfectly natural for them to have many of the same interests in "mid-life" as they did in their 20s and 30s.

In a way, this movie is a continuation of the "gray as the new black" phenomenon we've seen sweeping the country recently. From  "Cougars 4 Cook" on American Idol, to Dancing With the Stars having a devoted boomer audience, to the top three movies featuring "mature" actors (Harrison Ford in the new Indiana Jones movie, Robert Downey Jr. in "IronMan") Boomers are redefining what makes good pop culture. Just as we wanted all the focus on us when we were twenty-something, now we want it on us despite having a little gray around the temples.

Even Neil Diamond has made a big comeback after appearing on American Idol recently. (BTW, I got his new album for Mothers Day and just love it!) And Lord knows we're not done yet hearing all about Madonna turning 50 this year. In other words, Boomers are showing up everywhere, even in places traditionally thought to belong to the "young people."

(It says something, dontcha think when you have to insert a twenty-something star like Jennifer Hudson into the Sex and the City movie to help make it more relevant for that age group!)

Advertisers and marketers need to pay attention because Boomers are in the drivers' seat again, proclaiming what they believe is sexy and sellable. We see ourselves as younger than we really are and we want to remain vital (not necessarily young) for a long time yet, so we'll plop down our dollars if we believe you embrace us.

How Boomers have shaped 40 years of political conventions

Today marks 111 days until the 2008 Democratic National Convention.  It may be the most significant meeting of the donkey party since the Chicago convention in 1968. Obviously, it is historic because the two frontrunners are a white woman and a black man. But it's also noteworthy because of the role Boomers played - and continue to play - in shaping elections.

In 1968, as "leading Boomers" were exiting college, the Convention was interrupted by protesters, who used the occasion to loudly register their belief that racism threatened the very democratic process and that the United States' involvement in Vietnam was immoral and wrong in every way. 

They organized sit-ins,  love-ins and protests around the country primarily by word-of-mouth. You might say they created the original social networks.  And their hair and clothing styles, symbols and lifestyles were how they expressed their support of an attitude as much as how they were defined as a generation.

These Boomers believed they could change the world - and they did in many ways.   Thanks in large part to the Boomers of '68, the 2008 Convention will be the realization of a dream - a gathering in which either a white woman or a black man will get the nomination as the Democratic candidate.

But along the way, Boomers have changed too - and that's something a lot of marketers fail to realize. The very ones who carried picket signs, used recreational drugs and rocked out to the Beatles grew up.  Many now look back on those times as  a snapshot in time, rather than what defined them for the rest of their lives.

In fact, according to the Boomer Insights Study conducted by Strategy One and Edelman in 2007, almost a third of Boomers don't even identify themselves as Boomers, in part because they associate the Boomer generation with the folks who eschewed wealth and resented the establishment. But that was before they became the most affluent generation ever, running the most successful companies on the planet.

That doesn't make Boomers hypocrits. It simply means we've discovered other ways to affect change and we've used our education, brainpower and energy to  develop the technology that has made it possible for a white woman and a black man to be truly heard. Blogs, cell phones, web sites, and sophisticated Internet strategies are the electronic version of sit-ins, picket signs, petitions and protests. Tear gas doesn't hold a candle to a Boomer with a computer and an Internet connection!

So, what does this mean to you? If you want to reach Boomers, understand first of all that we aren't a large tribe that thinks and acts alike. On the contrary, we're all about choice and individualism and we expect to be approached with respect for our experience and intelligence.

What definitely hasn't changed since 1968 is that we still want to make a difference in the world and will use whatever means are available and necessary to be heard!

Tornadoes hit Atlanta: Boomers turn to local news for coverage

By now you have seen the countless videos, pictures and stories about the tornado that touched down in downtown Atlanta Friday night. How did you find out? Chances are, the generation you're in made some difference in how you learned about the news and how you've kept up with the aftermath.

Tornadoes rarely hit metropolitan areas, especially on densely populated streets full of high-rise buildings, but this one was a doozy and left downtown Atlanta a mess. Thankfully, Edelman's offices on the 29th floor of Centennial Tower overlooking the trashed Centennial Olympic Park made out OK under the circumstances.

My husband and I learned the news from WSB TV. We kept the TV on  - tuned to local stations, rather than CNN or the Weather Channel -  almost around the clock through this morning, watching for updates and learning all kinds of new things from meteorologists armed with the latest in 3D technology.

Meanwhile, my youngest daughter (18) learned the news about the tornado when someone texted her on her cell phone, then sent some video. My oldest daughter (22) heard about it from a friend she was visiting, who got an email on her Blackberry from a friend whose mother had called her. To my knowledge, none of these young people have turned to television for their ongoing news. Instead, they've relied on radio, the Internet, text messages and voice messages from their universities.

While I want to know every last detail (and have been very frustrated by the lack of TV footage of my office building), my Gen Y daughters are satisfied to know just enough to be in the know at a surface level. If they want an update, they'll seek it out, usually by going to CNN.com. Tuning into the 11:00  p.m. news for updates ranks right up there with sliding down the dinosaur's tail when the bird whistle blows.

None of this surprises me, especially after seeing the results of the 2007 Boomer Insights Study by Edelman and Strategy One. In it, we learned that Boomer men prefer local evening news while Boomer women want to catch the morning shows. Boomer women seek the feature-type stories that tell about a rescued baby or how a handicapped person was cared for during the tornado, while Boomer men want to know what's being done, how long will it take and what's the likelihood of this happening again.

In other words, the classic "give me the information and I'll draw my own conclusions" is the male perspective. Females want to feel good and reassured that all is well. We both want to get the news from sources we trust, such as local papers, news anchors and "people like me." We like knowing we can find out more if we want by going online, but for the most part, we're more interested in hearing news from the same people who have been delivering it for years.

Think about the implications of this. It's risky to think you can get your messages to Boomers by putting all your efforts into courting the New York Times, Wall Street Journal and BusinessWeek. Sure, we read them, but not as consistently nor as thoroughly as we consume local news. So don't blow off that local paper with a circulation of only 50,000 or a news station whose signal doesn't extend past four counties. You just may be missing your best opportunity to reach your target audience!

Boomers, rejoice! Custom calling cards are making a comeback!

Today's Wall Street Journal carries an interesting story called, "A Business Card for Your Wild Side."  It's about a new trend in people carrying multiple business/calling cards that reflect different aspects of their life.

The argument is that a more personalized card that contains non-traditional information is more appropriate for social settings and many networking events. Often the multiple-card carrier has a side business, but keeps a day job, or wants to be known for a particular thing, such as a blog s/he writes.

How ironic that as our society gets more and more connected electronically, the good old standby paper card is making a comeback (albeit with perfume and lipstick, so to speak). Some folks are even springing for designer cards that can cost a few dollars per card. All I have to say is, "Thank goodness!" (No matter how much I use technology like LinkedIn, there simply is no substitute for a great card.)

I love business cards. I rarely throw one away. In fact, I have hundreds of them safely stored in ziplock bags. Of course, many are also in my electronic Contacts file, but when you open up an online address book, everyone looks the same. A business card is an opportunity to really express yourself. I notice everything from the weight of the card to the design to the type font. Each design element tells me something about the person who gave me the card. Since I'm a very visual person, I can often remember a person's card even better than their name months after meeting them.

My daughters and I (they're 22 and 18) differ tremendously on this point. When they meet someone they may want to contact later, they instantly put their contact information into their cell phones. "Why write something down or keep up with a card?" they argue. "You can always just delete them if it turns out you don't want to stay in touch. " My approach is the opposite. I decide if they're "keepers," THEN add them to my address book or cell phone.

That's a key difference in Gen Y and baby boomers. We use technology as a tool to accomplish a specific task. Gen Y uses technology as a lifestyle. Here's another example: How many different ring tones do you think the average Boomer has on his/her cell phone? We just want it to ring to let us know someone's calling. Gen Y wants the ring itself to announce who's calling.

Marketers who want to reach Boomers, take heed: even though we love technology and use it, we still like to flip through hard copies of publications, swap real cards and enjoy tactile experiences. So don't go crazy thinking that all you have to do is put your " stuff " online and we'll go find it. Make us feel your brand too!

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.

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!

Marketing to Boomers online: we love to spend money, plan trips and influence others!

When my oldest daughter, Katy, graduates from the University of Georgia next weekend (with a degree in commercial real estate), we'll present her with a trip out of the country to somewhere she has never been. Just in case she reads this blog, I'm not revealing where she and her best friend are headed, but  I'm pretty darn certain they'll have a great time. (I've never been there myself, btw, but we boomers are like that - we indulge our kids first!)

I've had a lot of fun planning for the trip and managed to do the entire thing without ever talking with anyone. I found the resort online, booked the flights online, hired a car to pick them up at the airport, arranged to expand her cell service capabilities and even  alerted the bank that she'll be out of the country for a week so they don't deny her unusual debit card purchases (made with money I transferred into her account online). Of course, I've been teasing her with e-mails about the whole thing and she lovingly responds with text messages from her cell phone.

My point is simply this: marketers who continue to assume that they need only focus on Gen Y and Gen X in their online marketing are making a huge mistake. I confess during the entire process of planning Katy's trip, I found myself making quick decisions about what web sites I wanted to interact with and what service providers I was willing to send money to based on the experience I had with them online. Here's a tip for you web site developers: a page completely filled with "stuff" turns off Boomers, especially if the "stuff" is presented in nine-point type!

My insistence on finding and purchasing so much online isn't unusual for my generation. According to a recent report by E-Marketer.com, Boomers and seniors are frequently turning to online sources to do research and make purchases. And their significant economic clout is really starting to show in cyberspace. With an average household discretionary income holding steady at almost $30,000, Boomers have more money to spend online - and offline - than any other generation. And guess what? We're increasingly spending that money on booking online travel for ourselves! (Don't worry, Katy - Dad and I promise not to show up on your trip!) A big difference is we're looking to learn on the beach, not burn on the beach.

Boomers are not only getting - and staying - online, we're influencing seniors to do the same. In fact, the over-60 crowd is expected to grow from 17.5 million in 2006 to over 25 million by 2010. Unfortunately, too many marketers think that because this group largely retired before computers and high-speed internet access became the norm at home, there probably aren't very many who are online.

On the contrary, many find that now is the perfect time to learn a new skill like surfing the web. Many connect with their grandchildren on MySpace and Facebook.  Some are even looking online for opportunities to volunteer.

So, as you put together your 2008 communication and marketing plan for reaching Boomers, make sure you understand how we're changing and influencing online behavior or you may never get a shot at us! 

Boomers and Long Term Care Insurance: Most aren't covered (even though we think we are!)

This  "open enrollment" season may be the one that changes your life. Employees in corporations across the country find themselves trying to decide just how much insurance they should buy. My husband and I have compared our company plans to see who should carry what coverage.

Only recently have I given much thought to Long-Term Care Insurance (LTCI). My parents bought a policy 25 years ago when they were in their late 50's and as I was reviewing it in preparation for having to potentially seek long-term care for them, I started thinking about my own future and how Ralph and I need to consider whether our coverage is adequate. If you're Boomer and you haven't been through this exercise of figuring out your LTCI needs, keep reading for some shocking information.

Here are a few results of a survey just released by America's Health Insurance Plans (Full disclosure: this study was conducted for AHIP by Strategy One, the research arm for Edelman Worldwide.):

> 1 in 4 Boomers think they are covered for long term care, but they aren't;

> 75% of Boomers aren't really sure what LTCI provides;

>54% of Boomers think Medicare will pay for their long-term care (it won't);

> 44% assume "other health insurance" will pay for long-term care;

> 41% of Boomers haven't even discussed the subject of long-term care in the past 12 months.

I certainly understand that Boomers are healthier, living longer and are more vital than previous generations, but facts are facts. One day, most of us will need some kind of professional care beyond what we can provide for ourselves or have provided for us within our families. And the cost of long term care continues to rise. It seems to me Boomers who aren't already considering LTCI are behind the eight ball. It won't get any cheaper.

AHIP is recommending that people check out the Long-Term Care Champions Network, where you can learn more about how to stop the rising costs of long-term care. The group is dedicating the entire month of November to calling attention to the need for people to understand long-term care and the need to plan for it.

So, while insurance is on your mind during this "open enrollment" season, it seems like a good time to at least discuss your own needs and plans.

When the "Me Generation" becomes the "Wii Generation"

I saw a really fun video today that made me think for the first time that living in a retirement community (or "active adult" community, as they're more frequently called), might not be so bad after all.  The video showed residents of Monarch Landing, an Erickson community outside Chicago. They were having the time of their lives competing in bowling tournaments. The kicker was not one ever picked up a ball.

That's right - these residents were doing virtual bowling using the Wii, a video game system made by Nintendo. In case you haven't seen it, Wii is similar to a TV remote control that you hold in your hand. The console is connected to your TV and you can select any number of sports, from bowling to tennis to golf, you name it. You play the game virtually by swinging the Wii control as you watch the sport on TV... and the bigger the screen the better.

Anyway, these folks were really getting into this game! What a great way to use a product that was built for and marketed to teenagers. What's more, it's another way for folks to bond with younger generations, especially grandchildren. That's the kind of cool grandmother I want to be. (So, Katy and Sydney - pay attention here - you're always wondering what to buy me for Christmas!)

Things like Wii tournaments are a great example of how Boomers will retire differently from their parents. First of all, most of us expect to work a lot longer, thinking 62 is as good an age to start a career as stop one. That's why a lot of Boomers say they still want to have an office in their home, so it's easier to transition back and forth between leisure, volunteerism and working part-time.

What's more, Boomers expect their future communities to offer many of the same amenities younger people want: hiking trails, gyms, pools, concierge services, pet-friendly policies and locations convenient to shopping and medical services. Several studies show that the younger the Boomer, the more likely s/he is to want an entirely new home in retirement. Many Boomers intend to upgrade their existing home or at least stick close to where they live now.

Although I don't remember now where I read it, I saw a piece recently about how Boomers even eschew the typical "Grandma and Grandpa" nicknames. Many want to be called by their first names and one nickname rising in popularity for men is Grand-dude.

Since the average age of a first-time grandparent is now 48, it would behoove marketers to pay close attention to the messages they send regarding retired Boomers and especially Boomer grandparents. For instance, if you want  us to buy pain reliever, show us bringing on the pain through vigorous sporting activities, not arthritis.

And while you're at it, consider sponsoring a Wii tournament or something similar, rather than a bridge or bingo tournament!