Baby Boomer Insights

Boomer Pierce Brosnan finds mid-life liberating: out of the tux and into the spandex

When I picked up the paper from the driveway the morning, one of the first things I noticed was a promo for today's Parade Magazine. It said Pierce Brosnan had been dumped as James Bond, agent 007 for being "too old."

"That can't be!" I declared to myself. "He's not much older than I am!" (Just as quickly, I felt ashamed for thinking that I could see why a 50-something Bond woman probably wouldn't do, but that was different.) How is it possible Pierce Brosnan, at 55, is too old to play Bond? As far as I'm concerned, he's just getting old enough. I had always assumed he decided to quit playing Bond because he tired of the role.

Anyway, I made my way to the article on Brosnan, whom I consider one of the most handsome men in Hollywood. I've had a crush on him since he was Remington Steele in the 80's. Sure enough, there was his gorgeous face on the cover of Parade, and on the inside was an article in which he described his shock and disappointment over being told the Bond movie roles were going to a younger man, Daniel Craig. (BTW, I saw Craig as Bond and he didn't even come close to filling those big shoes, in my opinion. "Bond, James Bond," just shouldn't come from the mouth of a blond surfer dude.)

It's the rest of the article that bears the most attention, though. Brosnan talks about his willingness to try something different, to get out of the tuxedo and into bad clothes and platform shoes to play a role in the upcoming film version of Mama Mia! He sings! He dances! He acts goofy! And he loved doing it.

"You have to be able to make fun of your own dignity. You've got to let the movie make fun of your dignity. To let it rip is brilliantly exhilarating," declares Brosnan.

He's onto something. Research shows that Boomers like Brosnan are willing to try new things, seek adventure and not care much about what other people think. After all, according to the Edelman/Strategy One Boomer Insights Study, boomers don't even think someone is old until they're 74. And 75 percent of them feel no pressure to be or act a certain way. Another 88 percent said that doing new things "makes me feel good about myself."

Despite the fact that Mama Mia! is based on the music of ABBA, I'll go see it, just to see Brosnan in this unexpected role.

Meanwhile, I'd love to know if you boomers agree with Brosnan that mid-life is very liberating and something to be celebrated?

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!

Boomers as entrepreneurs: we'll rule the future of business

On Friday, I got the opportunity to speak at one of my all-time favorite conferences, the annual meeting of the Women Presidents' Organization. The impressive group is made up of women entrepreneurs around the U.S. and Canada who run companies that collectively generate $8.3 billion in annual revenue. These aren't hobbyists - they're serious, smart business executives who really know their stuff. To the person, everyone I met was very impressive  and inquisitive.

The theme of the conference was innovation and my presentation was about how to generate great ideas that drive innovation. I argued that the best ideas often come from process and explained the seven steps Edelman uses to arrive at some of the ideas behind our best campaigns. (We call it the Pioneer Thinking Roadmap and it is a very thorough, facilitated process that works regardless of the size of the company.)

Attendees also heard from one of my all-time favorite authors and big thinkers, Malcolm Gladwell, who introduced the world to the concept of the tipping point.

One thing I especially enjoyed about this particular conference is that most of the women are boomers who are very enthusiastic about their companies and very willing to share their best practices with one another. I learned, btw, that 68% of WPO members do business with one another.

Maybe part of the kinship I felt was driven by the fact that my own company, Edelman, is a privately-held boomer-led company. Sure, we have our share of Gen Y and Gen X, as all agencies do, but for the most part, the senior management is made up of boomers who have extensive experience in business and a thirst for independence and creativity. Even the folks who run our digital practice are boomers, a fact that surprises those who assume only the "kids" understand or care about the digital revolution.

Boomers play a very important role in  business growth and will continue to do so for the next couple of decades. Already, 50-year-olds make up a quarter of the workforce and a full 40 percent of the self-employed. Look for this trend to grow in the coming years as boomers retire from Corporate America to start their own businesses. Perhaps you've heard it said we don't retire, we rewire.

So what are the implications of this rewiring? It is significant and includes, among other things:

> Companies with a large boomer employee population need to have strategies in place  to tap into this brain trust in a way that ensures skills transfers before the "brain drain" occurs;

> Companies that service small and medium businesses need to understand that these businesses will increasingly be run by smart, experienced boomers who will be demanding, creative and very inquisitive. They'll want to do business with people they believe are as smart as they are.

Perhaps the most important insight of all is that no one in any generation should assume retirement looks a certain way or that boomers are eager to abandon the corporate workforce just to travel and watch the grandchildren. We're just as likely to start travel companies that specialize in multi-generational travel!

In other words, what I witnessed at WPO is a glimpse into the future, one that includes independent thinkers who will run the economic engine and be very choosy about where they buy their fuel. Are you ready for them?

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!

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 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!

Boomers and resolutions: you might be surprised what's on the list!

Over the past few weeks, I've spent a lot of time with friends and family members, many of whom are Boomers. It has been interesting to me to hear about what's on their minds and what plans they have for the upcoming year.

Inevitably, the subject of resolutions came up and I thought it was especially interesting to learn about some of the things my Boomer peers listed. I'll go ahead an tell you that mine include two things: lose at least 10 pounds and learn to play an instrument I've never tried before (the hammered dulcimer).

Here are some things my friends shared:

> Read the entire Bible beginning to end

> Pick a charity and volunteer at least 10 hours a month

> Take a class in landscaping at the local college just to learn more about plants

> Learn a new piece of technology

> Complete a Sudoku puzzle every day

> Remodel the house

> Learn a foreign language

> Learn how to make more money through better financial planning

> Find a part-time job and retire from a full-time job

These are all lofty goals and I've no doubt most of them will be met because the people who expressed them tend to be quite disciplined. We promised to check in on one another over the year to offer encouragement or see how things are progressing.

The big ah-ha for me in these discussions was how often my peers expressed the desire to learn something new, rather than concentrate on breaking an old habit, which is so often the focus of resolutions.  Sure, most of us could do with a few less pounds and many of us probably have a habit we should drop, but I found it downright refreshing (and validating) that so many peers are planning for their futures, rather than trying to correct their pasts.

What does this mean for marketers? Understand that Boomers aren't going to dry up and go away just because the oldest among us will turn 62 this year and perhaps opt to start drawing Social Security benefits. The fact is, we plan to be around a long time, working, volunteering, learning and sharing. Tap into our thirst for knowledge, our energy and our willingness to invest in ourselves.

If you're a Boomer, share with the rest of us what your resolutions are. I'll bet there are a ton of fun, interesting ones I haven't heard yet! So, Happy New Year! Here's hoping this is your best one yet!

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!

Are you and your significant other in synch on how you'll spend your retirement years?

Saturday's Wall Street Journal's "The Journal Report" devoted the entire section to Encore: A Guide to Retirement Planning and Living  (subscription required) and boy, was it interesting. Apparently, not very many Boomers have had "The Talk." You know... the one where you come to agreement on several issues regarding retirement.

The article cited research by Fidelity Investments that revealed that 41% of couples (when interviewed separately) disagreed when asked whether at least one partner would work in retirement. Some 35% differed when asked about each other's expected retirement age. Then, drum roll, please...  38% said they "worked together on financial planning for later life."

One has to wonder if these people are waiting until retirement to finally find time to talk with one another. By then it'll be too late. That's one reason the article offered "The 10 most important questions you and your spouse should ask one another about retirement."   

1.      Do we really want to retire, and if so, when?

2.     What is our vision of retirement - and do we share the same vision?

3.     Where do we want to retire?

4.     What's our strategy for building and preserving a nest egg?

5.     What assets do we have for retirement - and are they invested in the most beneficial ways to achieve our goals?

6.     How much money will we need to support our lifestyle in retirement?

7.     Do we have an estate plan - and where is it?

8.     What will our legacy be?

9.     What kind of relationships - personal and financial - do we want to have with our children and parents in later life?

10.   How will each of us approach, and manage, getting older?

Although this particular article addressed only married couples, it's certainly safe to assume these questions are just as applicable to  those in committed partnerships. The point is, we need to get the dialogue going with whomever we plan to live out our retirement years with.

Many people don't really start thinking seriously about "the retirement years" until 10 years out and they get really serious about five years away from packing up their office for the last time, according to  several studies. This seems to be especially true of Boomers, who have always been very focused on the "now."  We tend to take great vacations, buy second homes, generously give to our children and charities, and financially support our parents.

All of a sudden, we realize the money faucet won't flow forever and our overscheduled lives will seem almost empty if we don't plan for how we'll fill them. Many Boomers will devote their time to volunteerism. Most will "re-career" in some way, working at jobs we want to do just because they interest us or are fun.

WHAT we do isn't as important as the fact that we know ahead of time what we'll be doing and how.

Watch this space over the next few weeks for more information about Boomers and their later years.

And Ralph... if you're reading this... this answers are 1) I plan to re-career in retirement; 2) I want to quit working full time by the time I'm 62; and 3) you already know we have a financial plan in place - and we're SO close. I had three numbers right in the lottery this week!