Kevin Corke of NBC News has put together a short piece about Baby Boomers wanting the second acts of their lives to be more meaningful by finding jobs that are socially responsible. It was prompted by a Princeton Survey Research Associates International study.
A few of the findings:
· 78 percent wanted to help the poor and elderly.I guess I've just hung out with too many friends who've always had altruistic goals, altruistic lives, and didn't pile up the dough: teachers, social workers, government employees, artists. The 'me generation' tag I always thought was lots of B.S.
· 56 percent wanted to work in health care.
· 55 percent wanted to work in education.
If you are interested in finding a more meaningful vocation, check out Civic Ventures.
All this, of course, has and will have an extreme impact on advertising and marketing to Baby Boomers. David Wolfe, Brent Green and others (including Yours Truly) talk about this in our books, blogs, and when we do business consulting. We all have different takes on how to advertise and market to Baby Boomers, but there is a common through-line: Baby Boomers are not a bunch of age-deluded, self-obsessed hedonists.