Boomers Picky Travellers

I’ve said this for years, and blogged it recently:

Cookie-Cutter Cavalcades
Sounds a bit like my book, first published in early 2005.  An excerpt:

 

Canadian Boomers aren’t much different:

Aging boomers picky travellers
New seniors bored by 'package holidays'
Over the next two decades, the ranks of seniors will swell with a vast generation that's healthier, more active and more discerning about travel than any before them, experts say.
"They want new experiences; they don't want the beaten track," says David Cravit, vice-president of ZoomerMedia, which handles communications for CARP, Canada' association for the 45-plus.

Boomer Bookends

The MetLife Mature Market Institute has released a follow-up study. The press release (PDF):

A SECOND LOOK AT THE FIRST WAVE OF BABY BOOMERS AND A NEW LOOK AT THE YOUNGEST BOOMERS
The MetLife study entitled Boomer Bookends: Insights Into the Oldest and Youngest Boomers, shows that in the group born in 1946, some 2.7 million Americans, about one in five have delayed collecting Social Security, and few have fully retired (19%).

Boomer Bookends: Insights Into the Oldest and Youngest Boomers
In this study, to compare and contrast the
Oldest and Youngest members of the Boomer
generation, the MMI also conducted a
comparable nationally representative survey of
the trailing edge Boomers, those turning age
45 in 2009.

Fascinating, required reading - but I slice and dice it a bit differently (certainly when fashioning advertising and marketing), giving society/culture more weight than booms in birth.  From 2006:

So What's A Baby Boomer?
… People born in the years 1939-1957 have more in common than people born in the years 1946-1964.

Just one snooty pundit's opinion.

Reg Starkey blogs…

Creative problem-solver Reg Starkey is now blogging for CreativeBrief.com:

Reg's practical experience of working with many of the world's most acknowledged advertising agencies has now been combined with an in-depth knowledge of the important and neglected mature market. His knowledge and consultancy in this sector is sought by discerning clients in a broad range of sectors.

Reg’s premiere post talks about the history of Saatchi & Saatchi – and cautions us not to be too cautious during this recession. That’s sage advice:

Learning lessons from success in past recessions
In the teeth of a fierce Recession, the chrysalis that was Cramer Saatchi, the Creative Consultancy, became the steel butterfly that is Saatchi & Saatchi to this day …

The New Old Redux

It was blogged last week – and now I’ve read The New Old: How the Boomers Are Changing Everything ... Again:

The book is … backed up with solid statistical support, but it is not primarily about numbers – it’s about people. It’s about new ground being broken, new ways of thinking, new kinds of social and work relationships, new products that can reduce or even eliminate the effects of aging. It (offers) a sneak preview of an entirely new society that is coming…

The book (lays out) specific strategies organizations must follow to take advantage of the opportunities – and avoid being rendered irrelevant and uncompetitive in the new order.

The author:

David Cravit has over 30 years’ experience in advertising, marketing, and consulting in both Canada and the USA. He has participated at the most senior levels in the creation and placement of over $5 billion worth of media advertising.  Mr. Cravit is Senior Vice President of ZoomerMedia.

And he’s a good writer and I’m a sucker for good writing.

Immersing myself in The New Old was like hanging out with business friends. While the glue for gab is usually marketing and advertising, we often chat about everything else: politics, psychology, art, creativity, family, sex, money, religion - and why we feel so weird being the ages we are. We’re sort of old but don’t feel old. And we don’t feel young, really. What is all this? We’re supposed to be winding down, yet we’re winding up. Aches and pains and lately the economy might give us pause – but they’re not stopping us. We’re frazzled, not fizzled. That’s what The New Old is all about.

David tells some funny stories. One has to do with Zoomers trading experiences with Expedia, Travelocity, etc. It’s a down-to-earth anecdote that mirrors a section in my book about a lame commercial:

In the final chapter Mr. Cravit has fashioned Ten Commandments for advertising/marketing to Boomers/Zoomers. I could list them here – but his savvy elucidations of each commandment are what makes them sizzle.

Read Brent Green’s review of The New Old.

The New Old on Amazon.com (United States)

The New Old on Amazon.ca (Canada)

Upcoming Webinar & Workshop

A few IMMN projects coming up:

 

Supermarket Guru (and IMMN Honorary Board Member) Phil Lempert will offer his take on The 2009 Product of the Year USA Awards with a webinar:

Newly Named Winners of the 2009 New Products of the Year and the Boomer Impact (February 18, 11:00 am EST)
IMMN is honored to have "Supermarket Guru" Phil Lempert, one of the country's leading consumer trend watchers and analysts, share his insight on these products' impact on boomers.

Mr. Lempert shows up regularly on The Today Show. Check out his blog Before You Bite.

On May 15th in Washington, DC (co-sponsored by The Market Research Global Alliance): Boomers & Beyond, a workshop.  I spoke at the first one in 2006:

Boomers and Beyond Conference: Big Success and Lots of Fun