18 March 2020

Advertising to Yolds

That’s what many of us are now. Young-Olds – or Yolds.  Hey, it could’ve been even sillier: Old-Youngs – or Oyoungs.

The decade of the "young old" begins
People turning 65 will not retire quietly into the background, predicts John Parker
THE YEAR 2020 will mark the beginning of the decade of the yold…

Mr. Parker is a tad behind the curve with his prediction. Yours Truly (and scores of others) ‘predicted’ this years and years ago. Culled from my book Advertising to Baby Boomers © 2005:

Contrary to popular myth, Baby Boomers do not believe that they are still teenagers or young adults. (Some probably do, but they need therapy.) Boomers are slyly redefining what it means to be the ages they are. Included in this new definition are some youthful attitudes - but the real change is that instead of winding down, many are winding up. We're not 'looking forward to retirement,' we're looking forward to new lives, new challenges. Only a small percentage will opt for pure retirement. (I predict that in twenty years the word 'retirement' will still be in dictionaries, but followed by the modifier archaic.)

17 AUGUST 2007
Time to Retire the 'R' Word
… Many baby boomers, now turning 60, are healthier and want to work forever. Many shift to different kinds of careers … So "retirement" is kind of an inoperative word.

In a related non-development:

Managers: 3 Compelling Reasons Why You Should Hire More Baby Boomers
Hiring in this demographic may be the best strategy to build a thriving work culture.
By Marcel Schwantes

Good article. It would’ve likewise been good way back in 2003 when I wrote this:

Back into the Fold
The Giant Leap: there had better be a minor revolution in the creative end of the advertising industry. Talented men and women in their late forties and fifties need to be brought back into the fold if you want to reach us. This includes copywriters, graphic artists, producers, directors, and creative directors.

Since then … take a look at a collection of moldy yold posts:

Human Resources/Brain Power

I’ll end with one moldy yold post from 2009 that covers both yolds & hiring yolds:

Late Bloomer Boomers
The Late Bloomer Boomer Movement is going full blast, and there’s no stopping it. The magic equation: Thirty-odd years of experience plus not feeling old and being relatively healthy plus knowing you have another 25 years of productivity in you equals …

Off-Topic & Just For Fun:

The Chuck is Very Cool and Cutting-Edge and a Very Important Person Post
Ashton Applewhite, a leading activist and shaker-upper in the You’re-An-Asshole-If-You’re-Ageist world, quoted me in her book This Chair Rocks: A Manifesto Against Ageism.