I guess you should peek at the original Me vs. We:
Last week I read a piece of marketing advice: "Baby boomers have always been considered the 'me-generation,' and that doesn't change with age."
It's this type of reckless gibberish that is useless to marketers, and ultimately harmful to their clients.
And Me vs. We Redux:
A colleague sent this email:
Good story today - This Boomer Isn't Going to Apologize
I did read something about a bunch of pundits apologizing for the recession/depression or whatever we’re going through. Apparently, they think it’s all their fault because they’re Baby Boomers. (Did any generation apologize for The Great Depression? I’ll have to check the history books. If not, it should. Some of those evil bastards must still be alive. Anybody over ninety-eight had better atone.)
Now there’s more:
Me Generation Baby Boomers Find Fulfillment Through Volunteerism, Family Ties
Baby boomers may be popularly portrayed as whiners, complainers and narcissists, but a new study by University of Massachusetts Amherst psychology Professor Susan Krauss Whitbourne says the 50-somethings are getting a bad rap.
“It’s wrong to say baby boomers are selfish and only care about staying young,” said Whitbourne. “They have a feeling of connection to younger generations and a social conscience.”
Sounds familiar. From my book:
Today, Baby Boomers are two or three times removed from being a “me” generation. What constitutes self-actualization when you are twenty-five is different than when you are fifty-five. In your twenties a person thinks they are the picture. As you get older, you see yourself more and more as a picture that is part of a bigger picture.
Talk to some folks in their twenties, thirties. They are now in that ‘me’ stage. It’s healthy, smart for them to be so. I was just like them thirty years ago, get a big bang out of them, admire their boundless creativity, energy – and self-obsession. These ‘me generation’ twentysomethings today will become a ‘we generation’ in thirty years.
(page 171, Advertising to Baby Boomers)
(c) 2004, 2007 by Paramount Market Publishing
One other pull:
Even more from Richard O. Jones:
The Rise, Fall, and Resurrection of the Baby-Boomers
The Baby-Boomer generation had its heyday and now begrudgingly passes the baton to the seemingly irresponsible Hip-hop generation – not that most Baby-Boomers were responsible in their youth because that’s not the case. However, Baby Boomers were the first generation to declare Women’s Liberation and experience the birth control pill. Baby-Boomers were first to experience breast implants, socially acceptable single motherhood, socially acceptable marijuana use, and to invite homosexuals out of the closet.