Their new campaign gives me the heebie-jeebies. It’s pod-people ostentatiously (or obliviously) carrying around large orange numbers signifying what they might need to retire.
First of all, are Baby Boomers retiring? Some are – but most will keep on working and contributing to society. So there really isn’t a Your Number.
The web site is truly yucky. Not only a pain to use (pure flash), it’s slickly condescending. Again – a couple of pod people walk in and start talking at me without my permission (I hate that). The guy stumbles around with his hands in his pockets waiting for me as I stumble around trying to figure out what the hell he wants me to do. It turns out to be not much, really. I’m supposed to type in a few meaningless numbers, answer a few questions. Pretty silly.
And if you click around – all that tiny, wishy-washy, white copy on orange background. (And it's all centered - a huge no-no.) Is it possible to make it any more difficult to read?
The New York Times has a take on it all:
Will baby boomers feel shackled to a bright orange number, dollar sign in front, that represents the often-stressful concept of how hard they must work to maintain their lifestyle in old age? When people watch an older couple tuck themselves into bed with the orange number between them, will they view it as a ball and chain between the sheets?
So does Zac Bissonnette:
I just wonder whether the old financial planning models for baby boomer retirement will work. I can comfortably say that none of the baby boomers I know are planning to retire in the conventional way that their parents did -- golf in Florida. My mother tells me frequently that she plans to work in some capacity for her entire life, and I think many of her contemporaries will do the same, by choice. This is the generation that brought us Woodstock, and I would expect that many will "retire" from their careers to pursue part-time work with a socially-conscious edge. If ballroom dancing and big bands were nostalgic for their parents, this generation may be more inclined toward activism and community service.