25 October 2009

The News of IMMN

image There’s a new news web page – for the public and IMMN members.

I had my greasy fingers in a few of these stories.  But some are new to me. The profile of Stephen Reily of Vibrant Nation is fascinating (and a bit intimidating):

image Stephen graduated from Yale College, summa cum laude, and from Stanford Law School, after which he clerked for Justice John Paul Stevens of the U.S. Supreme Court.

More intimidation:

image Richard (Adler) holds a BA from Harvard, an MA from the University of California at Berkeley, and an MBA from the McLaren School of Business at the University of San Francisco.

Not profiled in the newsletter, but just as intimidating:

image Dr. Harry "Rick" Moody, Director of Academic Affairs for AARP in Washington, DC, received the 2007 Outstanding Scholar award from the Creative Longevity and Wisdom program at Fielding Graduate University. Since 2005, an outstanding scholar has been chosen for this prestigious award given in recognition for the recipient's work with the aging population.

Okay … it’s not the intimidation.  It’s the quality and expertise of so many IMMN members that makes it all worth checking out.

22 October 2009

Me vs. We Redux Redux

I guess you should peek at the original Me vs. We:

image 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
imageBaby 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
imageThe 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.

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21 October 2009

Kindle Kewl: Advertising to Baby Boomers

image With no warning from them, my publishers just informed me that they’ve made me very, very, very kewl.  Kindle Kewl:image

Advertising to Baby Boomers (Kindle Edition)
by Chuck Nyren (Author)
Kindle Price: $15.95 & includes wireless delivery via
Amazon Whispernet
Text-to-Speech: Enabled 

I hope my wireless ego will stay in check as it whispers through the ether.

Japan: The World's Most Mature Market

A worthwhile webinar next week:

Japan: The World's Most Mature Market image
Tuesday, October 27 Japan is the most severely affected country by demographic change but also the most advanced in terms of product development and innovation. However, they have only touched the tip of the iceberg of the huge potential of this market.

Join IMMN and Florian Kohlbacher, Ph.D., for a webinar on the challenges and opportunities of the silver market in Japan. Dr. Kohlbacher, who is currently conducting research on the business implications of demographic change, will share case studies of leading edge mature marketing activities.

imageDr. Kohlbacher is a senior research fellow with the German Institute for Japanese Studies, an adjunct research fellow at the Institute for Technology and Innovation Management at the Hamburg University of Technology, a fellow of the World Demographic Association, and an honorary board member of IMMN.

imageI contributed to an international business book co-edited by Dr. Kohlbacher: The Silver Market Phenomenon.

So did Dick Stroud:




A chunk from my chapter

Today’s advertising industry needs a minor revolution. Talented men and women in their 40s, 50s, and 60s must to be brought into the fold if you want to target the Silver Market. This includes copywriters, graphic artists, producers, video directors, and creative directors. If you plan on implementing a marketing strategy that includes Baby Boomers as a primary, secondary, or tertiary market, and you turn it over to only people in their 20s and 30s, you will forfeit the natural sensibilities required to generate vital campaigns.


A free preview (PDF).

Read the Introduction to The Silver Market Phenomenon (PDF).

And don’t miss The Webinar.

18 October 2009

Jumpin’ Jack Flash: The Newsletter

image Boomer Project’s Jumpin’ Jack Flash is a Boomer marketing newsletter.  I’ve been reading it so long that they still send it to an old email address I dumped years ago – so I don’t always see the newest issues.  Through the grapevine I heard that it linked to one of my posts a couple of months ago.

image Matt Thornhill and John Martin are the principals of Boomer Project.  I’ve known Matt for years, and he regularly shows up on my blog.

A few posts ago I said some not-so-wonderful things about a Barron’s cover story.  Mr. Martin was quoted in the article, but I didn’t mention it. 

image Thanks to Dick Stroud, I’ve now read the latest Jumpin’ Jack Flash – and oddly enough, Matt, John (or both) agree with me about the Barron’s piece: not much new there.

They’re more honest than I am.  Whenever I’m quoted in the mainstream media, I make sure to toss up a post stating that whatever it is is one of the greatest articles ever written.