Baby Boomer Insights

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.

Boomers as volunteers: take advantage of our skills and need to connect outside of work

I had the good fortune last week to speak at an annual event for the National Arthritis Foundation (an Edelman client). Hundreds of staff from chapters around the country had come together to discuss ways to keep people interested in volunteering their time and efforts on behalf of the organization in the upcoming year and beyond.

One thing is for sure: targeting Boomers should certainly be a priority. After all, we are volunteering in droves these days. In fact, no other age group volunteers more, according to the Bureau of Labor Statistics. Just over a third of Boomers volunteered for organizations in 2005 (that's four percentage points above the national average). We want to give back and we're looking for opportunities to do so. But here's the thing - Boomers have certain expectations when it comes to volunteering. We don't just show up and ask what we can do. We bring the same attitude, energy and skills to our volunteer efforts that we do/did to our jobs; consequently, we want to feel like we matter.

Want to recruit Boomers for your volunteer force? Keep these tips in mind:

1. Offer flexible opportunities. Since Boomers love to travel and like to be involved in many different activities, we're looking for organizations that let us work on projects with specific beginning and ending dates. Most of us aren't willing to be "on call."

2. Don't forget we don't have to be there. Since volunteerism is, well, voluntary, we expect our time to be used wisely. Don't just give us a list of things to do. Ask us how we'd like to contribute and consider our suggestions. Take advantage of our skills and organizational abilities in the workplace. They usually translate well in the nonprofit world too.

3. Tap into our passion. Most of us have been activists for some time now. We care about politics and as a rule we're pretty up on the social issues of the day. Don't hand us a list of donors to call or envelopes to stuff. Make the most of our interests. Never let us feel our time is being wasted.

4. Use us to help recruit others. Boomers are big on using word-of-mouth to let others know what they like and dislike. Need more recruits? Ask Boomers who are effective volunteers to suggest others who might help. If we support what you're doing, we'll tell our friends. To that end, consider creating opportunities for us to volunteer right alongside our friends.

5. Offer us training, but know what you're doing. Boomers, generally speaking, are skilled and well educated. If you want to offer training, make sure you use effective learning models that appeal to us. After all, most of us are used to participating in corporate training and conferences designed specifically for adult learning, so we're used to the best.

BONUS TIP:

6. Find opportunities for us to volunteer with our grandchildren.  We like to be with them, plus we enjoy teaching them our value system.

With school going back into session across the country, now is a good time to look for Boomer volunteers. After all, many of us are already looking for projects to do now that primary vacation time is over and the kids will soon be talking about fulfilling their community service requirements at school.

Retired, but not tired: older citizens give back through volunteerism

In "the good old days," organizations could put out a call for volunteers and people who were so inclined would show up and do what was randomly assigned with little regard for whether it was particularly interesting or relevant to the volunteer. Not any more. Nonprofits are having to rethink how they recruit and retain volunteers, especially older retirees.

According to a report recently released by the Corporation for National and Community Service, the silver foxes are very active volunteers, but they also pick and choose where they invest their time and energy. In 2006, some 24.4 percent of Americans aged 65 and older volunteered their time and skills (by comparison, exactly a third of Americans 35-44 volunteered) in their communities.

But like most studies, you have to look beneath the surface. The percentage of older volunteers may be lower, but the amount of time they volunteered was actually double their younger counterparts. What's more, over the past 30 years, the 65+ age group is the only group whose numbers have increased on the volunteer front. They lead the pack when it comes to helping their neighbors.

Why the age uptick in volunteers? For one thing, our older population is generally healthier than past generations. They're also more skilled and have a desire to continue using their skills and experience long after they're done punching a time clock. It's one more way to stay vital. In fact, most are retired by choice, so they could pursue second (or third or fourth) careers; instead, they choose to give back.

Watch for this trend to continue with Boomers too. As we retire, expect us to look for opportunities to use our leadership skills and considerable business acumen to help our communities in countless ways.

But don't give us busy work. In Atlanta, Wisdom Works, an initative from the Council on Aging gets this. Already they are helping organizations find ways to better engage with Boomers and older volunteers. They hope to create a model that can be replicated across the country. They help match organizations with volunteers who want to donate specific skills and knowledge, i.e., a retiree who can develop a nonprofit's marketing plan or a Boomer who can show younger people how to make extensive home repairs. The point is they help identify a need, then match the person to the need. How great is that?

What has been your experience in volunteering? Do you think you'll volunteer more or less once you stop working full time?

Peace Corps targets Boomers

During this season of high school and college graduations, we're hearing a lot about students who are opting to join nonprofit organizations rather than take the corporate route. They aren't alone, though. Boomers are also looking to give back and the Peace Corps hopes to entice more of them to volunteer.

That's right... the Peace Corps wants you, assuming you are 50 or older. The organization, established in 1961 and introduced in John F. Kennedy's 1960 inauguration, plans to announce today that it is starting a recruiting campaign to get 500 new volunteers from the Boomer population.

Peace Corps director Ron Tschetter says the organization still has three times more applicants than it can place, so the issue isn't a lack of volunteers; rather, it seeks the maturity and wisdom of older recruits. Currently, the average age of a Peace Corps voluneer is 27.

In an interview with the Atlanta Journal-Constitution, Tschetter said of Boomers, "They are the Kennedy people. They heard about Kennedy's call in the 1960's. But at the time they thought, 'Wonderful, but I need a job.' Now, they are here, they are healthy, they have resources and they really have a heart to serve." 

Mr. Tschetter couldn't be more right. Boomers are a perfect target for volunteer organizations for the reasons he noted: we have health, resources and a heart. We can't all take off for parts unknown to work with people who have AIDS and HIV, but many of us are willing to do what we can right here at home. There's certainly no shortage of opportunities to give back in our own neighborhoods.

Empty nesters are particularly ripe for picking because we have the experience, wisdom and energy that we've been channeling into children for the past 20+ years and we're ready for new challenges.

President Kennedy launched the Peace Corps with his now-famous charge, "And so, my fellow Americans: ask not what your country can do for you - ask what you can do for your country."

Obviously, it's never too late to answer.