I have been advising clients about the aging baby boom generation for years, but most thought it was something to consider for the future.
But, seeing Bruce Springsteen on the cover of AARP magazine should be a wake up call to all who want to attract Baby Boomers. “The times they are a changing.”
So what should we expect now?
1. Boomers will be far hipper than their parents were. Take a look at that cover. Unlike most aging celebrities of old, the Boss looks pretty darn cool. I hope I look as good when I am 60. No pulled up pants around the armpits for Boomers. They are more fashion conscious and will NOT grow old gracefully. They will fight every step of the way.
2. Due to their sheer numbers, Baby Boomers will continue to be wooed by marketers. Right now most of the advertising is driven by financial services firms but look for a boom in personal care, cosmetics and healthcare, luxury items, et al.
3. Speaking of medical marketing for my clients, seniors of course drive a disproportionate amount of healthcare dollars. At the same time, doctors and hospitals are becoming more aggressive in marketing. So look for competitive advertising to increase at an increasing pace.
4. Celebrity “heroes” who look good will enjoy great endorsement deals. Keep it up Bruce, the really big money may be yet to come.
So, 60 is the new 40, right? Hang on.
By the way, I was born in 1960, so I am really not a true Baby Boomer. I didn’t grow with Howdy Doody and come of age with Bob Dylan. I grew up with Scooby Doo and came of age with Aerosmith. (Marketing purists would accurately refer to me as a member of Generation Jones http://en.wikipedia.org/wiki/Generation_Jones).
But what used to be so far away is now in sight in the distance. Ick.