Baby Boomer Insights

Three famous boomers die, leaving lasting legacies: RIP Farrah, Michael and Billy!

Wow... hard to even imagine that it's possible for the world to lose three iconic boomers in a matter of two days: Farrah Fawcett, Michael Jackson and Billy Mays. I admired each of them for entirely different reasons. Each was a quintessential boomer, too, whose lives closely tracked their fellow boomers, whether we realize it or not.

Farrah, as she came to be known (no last name required), 62, went from being one of the most cherished poster pin-ups to being a serious, credible actress. Like many boomers, she chose a career and worked very hard to be good at what she did. She wasn't always taken seriously and she had to start with commercials and bit-parts, but eventually her skill served her well, earning her critical acclaim, the respect of those who worked with her, and the love of legions of fans from every generation. Like many boomers, Farrah was independent and liked to do things her way. Her determination to fight her disease led her to travel to Germany to seek alternative, but eventually unsuccessful, treatments. She was also willing to use her bully pulpit as one of the most famous dying people in America, to share her experience and lessons via a documentary, which originally aired on NBC. Farrah proved that nice people can be successful, even in one of the toughest businesses.

Michael Jackson, 50, was also known by names other than the one his parents gave him: MJ, Wacko Jacko and others not suitable for a "family blog." I admired his incredible talent that spanned several decades. We grew up together (well, chronologically, anyway), so I've heard his music for most of my life. I remember "I'll Be There" like it was yesterday and sat in awe of Thriller when it was released on MTV. He was innovative beyond words and influenced musicians across genres and generations. He was also known for his big heart. Boomers love to give money, raise money, and volunteer their time to their favorite charities and MJ was no exception. In fact, he donated millions of dollars to about 40 charities he personally chose. On the other hand, he also wasn't a particularly good money manager (just like many of his fellow boomers). He made hundreds of millions, and yet spent it as fast as he could make it, indulging his desire for material things, as well as giving much of it away to friends, family and in support of his fanciful dreams according to many sources.

THEN THERE'S BILLY MAYS, WHO SHOUTED EVERYTHING! The iconic pitchman, 50, was the most in-your-face product endorser/demonstrator on TV. Even if you didn't know his name, because of him, you know about products like Oxyclean, ShamWow, and Kaboom. He was the most successful pitchman in the history of television, bringing companies that hired him millions of dollars in a matter of moments (especially on the Home Shopping Network) from viewers who couldn't resist his enthusiastic yelling. He even was selected for the Discovery Channel's reality show, "Pitchmen."  What I liked about Billy was that, like many boomers, he had an amazing entrepreneurial spirit and used his unique skill to get rich by making others rich. His, "Hi, Billy Mays here" was a common intro to his product pitches, and became a way of creating a personal brand that transcended whatever he was selling. If anyone ever doubted his fame and success, all they'd have to do is type his name into an internet search engine and see how many spoof videos appear. He was proof that "imitation is the sincerest form of flattery."

One thing that strikes me about these three boomers is that they all became famous first because of television. In recent years, you could find them on countless web sites, social networks and on YouTube, but they earned their fame the old-fashioned way. Each had to reach out to disparate, disconnected audiences and hope to improve ratings, unlike some of today's artists, who seek fame online with hopes of making it onto television. Today's many communications venues offer a chance to connect people to one another first, then use their connections to advocate for favorite artists across multiple channels. (Who can forget Susan Boyle?).

One thing's for sure... boomers will continue to play a significant role in creating tomorrow's famous performers. After all, in addition to being one of the fastest growing groups on the Internet, we still love our television and aren't likely to let it go any time soon.

So RIP, Farrah, Michael and Billy. Know that you've touched multiple generations with your talents and "you did it my way."

Boomers and rock concerts: it sure ain't what it used to be!

Last Wednesday night, I felt older than I've felt in years. There I was sitting in $75 seats on the mezzanine level of the beautiful Cobb Energy Center, where Ralph and I were attending the Alanis Morissette concert, when I found myself thinking old fogey thoughts like, "Is it really necessary to be this loud?"

This was the first rock concert I've been to in quite a while, I regularly attend plays and movies and am always the first in line to buy tickets to see comedians, but I hadn't been to a rock concert in this particular venue and wanted to see what it was like. While I'm pretty ambivalent about Alanis Morissette, Ralph likes her, so I was game to go, even though it was a "school night." I have to admit she's quite  a performer - high energy, a unique voice and an excellent band - but I couldn't tell you if I like her music or not. I couldn't understand a single word she sang.

It's the first time I've been glad I'm so hard of hearing. I actually took my hearing aids out, removed the batteries, and put them back in so my ears would be as stopped up as possible. It didn't help much. I think if I had stayed home and just opened the windows, I could still have heard the concert eight miles away.

I did take the opportunity to make some interesting observations, though. First, there were a lot of Boomers in the audience, at least as many as there were 20 and 30-somethings. But we were all on the mezzanine and grand tier levels, probably because we wanted to sit through the concert. I don't think anyone on the main floor ever sat down the entire evening.

And while the young people were furiously taking pictures with the cell phones, the Boomers were checking emails on their Blackberrys and iPhones. (In fact, several times when people got up to exit in the dark, they used their PDA to light their path.) Boomers showed their appreciation through applause; others felt the need to scream and open their cell phones to produce the modern day version of a lighted candle, which they waved as they sang along.

Boomers sipped wine and chatted about the fact we had to Tivo the final presidential debate while we attended the concert.  We half joked about it being our last concert because we'd never be able to afford such a luxury again, given the bashing our stocks had been taking. Meanwhile, the "younguns" seemed to really just be in the moment, seemingly oblivious to anything other than having a good time. I envied them tremendously.

Despite desperately wanting to be cool and trying to tell myself I really haven't changed that much since my young concert-going days, I have to face the truth that I really have become an HGTV-watching, PBS-supporting full-fledged member of the establishment I once resisted. So, I've decided not to fight it. No more rock concerts in indoor venues for me. (It  says something, dontcha think, when you find yourself plotting your exit before the performer comes back for another encore; after all, it's the only way to beat the traffic.)

Our next night out is to hear jazz pianist Joe Sample, and two weeks later comic Lily Tomlin.

I'm expecting to feel a little more at home at these shows.

Dancing with the stars shows Boomers can still shake a leg

I've always wished I could dance. Unfortunately, I still have to remind myself when walking, "Left foot, right foot, left foot, right foot."

Some people will argue that anyone can learn to dance and maybe they're right, which confirms my belief that I'm not just anyone. In fact, a few years ago I was at the National Speakers Association convention and on the last evening, I attended the dance event. I looked on with admiration at the  people who had the courage to get out on the floor and have fun while I self-consciously sat and resigned myself to be just an observer.

Along came a woman I didn't know who asked, "Want to dance?"

I laughed and said, "Oh honey, I would never embarrass myself or another person by doing that! I have absolutely no sense of rhythm."

She sat down and said, "I can teach you. Everyone can dance." To prove her point, she took my hand in hers and said, "OK, here's what I want you to do. Tap your hand against mine to the rhythm of the music, then let that rhythm just overtake your whole body."

I was skeptical, but since everybody else was dancing  and I had no plausible excuse not to honor her request, I started tapping.

She gave it a good five minutes, smiled sweetly and said, "You may be right. You really don't have much rhythm, do you?" She suddenly remembered something she needed to do and she escaped before I could give her a list of all the things I can do well.

Anyway, when "Dancing With The Stars" became a TV show, I resisted the urge to watch it, figuring it would only remind me of my own inadequacy. But last night, I gave into temptation. After all, Marie Osmond (age 47) , Wayne Newton (age 65) and Jane Seymour (age 56) were on  and my curiosity got the best of me.  (OK, I confess... I also had a terrible crush on Donny Osmond in the 70's and caught his Osmond's Odds on Entertainment Tonight in which he gave his sister high marks.)

Wow! I was impressed! Marie Osmond was very entertaining and incredibly sexy and Jane Seymour was as captivating on the dance floor as she is on the big screen. Wayne can't dance any better than one of Marie's plastic dolls, but I couldn't help but cheer him on anyway!

It was really fun to watch these Boomers (and one "Mature" adult) show the world what we Boomers already know: there's no age limit when it comes to having fun or learning/refining a new skill. The fact is, Boomers are rushing to gyms, yoga classes and dance classes in an effort to stay fit. We "get it" that getting fit doesn't have to be done in under the watchful eyes of a trainer or in front of a TV in the basement.

The lesson for marketers? Understand that Boomers aren't easing into old age. We consider ourselves vital, young-at-heart and ready for adventure. If you want our attention, find ways to connect with us at this level. Why not offer free dance lessons - or a pass to a gym - as an incentive to buy your product? Consider (if you sell food) what healthy choices you'll offer Boomers who buy from you. Support their causes, such as fund-raising walks.

Meanwhile, don't look for me on the dance floor, but do know that I'll be tapping my foot (off rhythm, probably) while cheering on my fellow Boomers!

How Toronto pulled off being a model for the latest trend in travel: multiple generations headed in the same direction

I just got home from four glorious days at the Toronto International Film Festival, where I had the time of my life in what I consider one of the friendliest and prettiest cities I've ever visited. There were celebrities galore, of course, and a feast of over 300 films to choose from. But, as they say on cheesy infommercials, "Wait! That's not all!"

I also got to see a perfect example of a destination that understands how to create an environment that encourages multi-generational travel. There was something for everyone. Visitors could choose any number of films, based on type, director, country of origin, specific actor(s), time available, you name it. Perhaps you've heard that there were many political, dark and very provocative films debuted at this event. But don't be mislead - kids were a part of the scene as well.  There was an entire set of films representing the best in children's cinema.

Meanwhile, down by the harbour was a big music festival featuring all kinds of bands (again, some well known and some you may never have heard of). Even the vegetarians were welcomed with their own event.

So in one weekend, you could go to one city and enjoy everything from serious films to silly street performances to loud music and good food (assuming, of course, you think vegetables fall in to the "good food" category). It's as if Toronto decided it wanted to model the latest trend in travel - multiple generations traveling together. Boomers were everywhere, but so were their Gen X children, with the Gen Y children in tow.

Already, the Toronto International Film Festival is considered among the top two such events in the world, and I believe one of the reasons it has earned that title is because organizers so warmly embrace diverse groups of people and they understand that what happens outside the theater can shape opinions on what happens inside.

So, whether you go to star-gaze, study cinematography, see the town, or just absorb the city's wonderful culture, you can't help but walk away satisfied. In other words, no event was attempting to siphon off customers of another event; on the contrary, they seemed to all blend together.And by the way, I can't even imagine another place or environment where word-of-mouth is so encouraged or facilitated.

The lesson marketers can take away from all this is simple, really: don't be myopic. Rather than working so hard to make your event stand out, look for ways to bring together multiple events that increase the likelihood that you'll positively affect attendance across multiple age groups; otherwise, when the "rising tide lifts all boats," you'll be standing on the dock wondering how your boat ended up under water.

Why hiring Boomers and Matures may be a company's best hiring strategy yet

"When most employers talk about diversity, they're rarely talking about age." So says Gary Phelan,  speaking on behalf of Outten and Golden, an employment law firm in New York. He was responding to the assertion that people older than 50 have a much harder time finding a job than those under 50.

Phelan is right if you go just on the numbers.  In 2006, it took the average worker age 55+ some 22 weeks to find a job, compared to 16 weeks those those under 55. What's more, candidates under 40 were 50 percent more likely to get called in for interviews. So, what's up with that?

Apparently, many employers assume that Boomers and Matures will be 1) too expensive; 2) overqualified; 3) not technologically as astute as younger workers; and 4) more likely to use health benefits and, eventually, retirement benefits. Like anything else in this world, those are generalities, though, and not all will bear out with each worker who happens to have inhabited the earth for five or more decades.

Shortsighted companies fail to acknowledge that by 2014, there will be an overall increase in employment of 17 million and 11 million of those potential workers will be 55+. Seems like it would be a good idea to start embracing the Boomers and think more about what they offer and less about what they might not.

For instance, studies show we Boomers are, generally speaking, more dedicated to our work, and we bring  experiences and perspectives  younger workers simply can't offer. Moreover, it turns out that because we're more likely to be health conscious than previous generations, we're relatively healthy and we have fewer dependents who rely on the company health plan.

According to the AARP, 80% of Boomers plan to work past retirement, so the opportunity for companies to take advantage of the wisdom and experience of Boomers is  unprecedented.

The way I see it, Boomers looking for work need to learn how to make their past experience relevant to a company's current needs. Meanwhile, companies need to consider the impending labor shortage, especially in certain areas like nursing, and be more open to the idea of hiring outside "the norm."

In short, sometimes we all call the world dirty, when in fact we just forgot to clean our glasses.