Boomers in Candyland

Here's a comprehensive piece by Renee M. Covino in the June, 2006 issue of Confectioner Magazine:

The problem is that prior to the Boomers, "many advertisers felt that the over-50 market is not worth pursuing. They focused on the 18- to 49-year-old marketplace; now, many are beginning to realize the spending power of Boomers," explains Peter Koeppel, founder and president of Koeppel Direct…

And you'll find a few quotes by guess who. Here's one:

"In England, they've done a lot of studies about 'wrap rage,' and it goes much deeper than not being able to open a bottle of medicine, for instance. It's anything, any consumer goods packaging that people have trouble opening, and as Baby Boomers are starting to age, they are very sensitive to this," says Chuck Nyren, who just happens to be another Baby Boomer and also creative strategist and consultant, as well as author of "Advertising to Baby Boomers." According to him, "bad packaging can make Baby Boomers feel incompetent; as marketers, you don't want to remind this group of people that they don't have the physical skills they had when they were younger."

Of course, the above has nothing to do with me. I can rip open any dumb, stupid candy wrapper with my bare hands .... as long as one of my bare hands is holding a pair of pliers.

Selling Universal Design to Baby Boomers

I have a new article on The Mature Market web site:

Universal Design is a great blueprint (as a metaphor and in reality) for planned communities, individual units, and any combination thereof. However, a delicate touch is needed when marketing UD to a healthy, vital demographic.

Already the piece is receiving positive feedback. Here's one from The Rolling Rains Report, a fun and informative blog "Precipitating Dialogue on Travel, Disability, and Universal Design."

Wander around Mr. Rains' blog. The caricature on the right says it all. Not much is holding back Scott from having a rousing time when he travels (and I bet not much holds him back from doing anything). Read more about Scott.

Selling Universal Design to Baby Boomers is part one of a two part series. In the next article I'll talk about my presentation at The National Association of Homebuilders 50+ Housing Symposium last April in Phoenix. What was one of their major concerns? The concept of "aging in place."

Jack La Lanne & Chuck

I was a guest on Geezer Radio this week. It's a rollicking podcast with gifted media veterans Dudley Carpenter and Marty Davis.

I'd been listening to the show for a few weeks - and knew I'd have to ramp it up. These guys were quick, sharp, funny.

What I wasn't prepared for was Jack La Lanne. At ninety-two years old he was quicker, sharper, and funnier than us snot-nosed kids (and we were pretty good).

Dudley and Marty and Geezer Radio. They'll all be on the air soon and no doubt syndicated.

Streaming Audio

Download the podcast

Judge Judy: "You're still relevant!"

Judge Judy is on a rampage (as if she ever isn't):

During a recent appearance on "Larry King Live," outspoken television court Judge Judy Sheindlin sounded the coming battle cry of her Baby Boomer generation: "I am still relevant!" … The judge scolded Madison Avenue marketers for ignoring legions of aging Boomers like her.

I think I'll submit a case. We need a class action suit: Baby Boomers vs. Media/Advertising Agencies/Advertisers. Which is the guilty party? They all pass the buck. Or is it collusion?

And Judy's the Judge: "DO YOU THINK I HAVE 'STUPID' TATTOOED ON MY FOREHEAD??? TELL ME THE TRUTH!!!"

She'll get to the bottom of it - and find out who's really responsible for ignoring Baby Boomers.

My Warm Milk and Nap

My thanks to the staff of Axcess News for this inspiring piece about Baby Boomers:

Baby boomers are a generation like no other. Socially conscious, revolutionary and taboo-shattering, these Americans continue to challenge the status quo, even as the first wave enters their "golden years." The Boomer legacy will leave behind a distinct set of values, but most notably inspiring, inviting, informing and spirited lives. For them and generations to follow, a new life begins at 50. Boomers are showing America how to live without restraints, armed with the confidence to look into the future and to continue building fulfilling lives.

NBC4.com (District of Columbia) has a revealing piece about what Baby Boomers plan on doing with the rest of their lives:

"Our studies show that one in four boomers indicated that they want to do something completely different," she (Emily Allen, AARP) said. "We're certainly seeing trends, particularly as we begin to look at different industries. We are seeing people are taking a look at kind of nontraditional industries, such as the transportation industry, changing from the corporate world in to a nonprofit world, going from corporate world in to education."

Another survey reveals Baby Boomers are planning to live, not retire:

"Money is not the sole motivating factor behind Baby Boomers working into retirement. They instead see work as a way to stay challenged and mentally active and sustain a link to the community they have been a part of for most of their lives…"

Leading the way are Boomer women - this according to recent research by AARP:

Many of those interviewed for this study say growing older is not only better than expected, but can be a positive time of life with new rewards. They report being happier now, experiencing freedom to be themselves, pursue dreams and do things they have always wanted to do.

As far as doing fun things, here are a couple of Baby Boomers having blasts with their podcasts:

Geezer Radio is a one-hour weekly show featuring news, banter, interviews, and bits with a humorous bite.

I'm getting tired just reading about all this stuff. So media and advertisers, please go away. Don't bother me. Time for my warm milk and nap.