Green GrandBoomers in Toyland

A few months ago I blogged a MetLife Study:

New Report From MetLife Mature Market Institute
… It is estimated that at least two-thirds of Early Boomers are grandparents and a rising number are responsible for their grandchildren…

… This weekend while at Costco, I caught a grandmother (she shall remain anonymous) sending pictures of dresses to her granddaughter so the child could pick the one she wanted.  Instant virtual shopping... 

Grandparents spend an average of $500 a year on each grandchild, collectively $30 billion per year, according to an AARP study…

The other day I read this:

Germany sells vision for 'green toys' to world
By MELISSA EDDY
The Associated Press
"I think that the success of our company, shows that there is clearly a wide segment of the population that will pay a little more for environmentally friendly toys," said von Goeben, whose toys cost roughly a third more than comparable playthings made from conventional materials.

But …

Wild Toys, makers of animal figures and exploration sets, said their experience had shown otherwise … "We are still in that phase on toys that consumers say, 'Yes, we want to be green, but no, we don't want to pay for it."

A few of these Green toy companies might get the smarts – and market their products directly to Baby Boomer grandparents. 

Or will they get the smarts?

Super Bowl Ads 2011

No, I won’t be boring everybody with another play-by-play.  Just a few thoughts and reactions.

Sure, the Passat spot was a good one. Everybody’s hyping social media because the spot has gone viral – but why did it?

Not much targeting of Baby Boomers.  Of course, old folks won in the obligatory Butt of Jokes category.  There were a few others with the same tired theme. I’ll spare you.

The Snickers ad was an embarrassment. Tim Hutton starred in the worst spot. 

I howled once in four hours.  Actually about five times, through the whole spot.  The best part was that you’d have to be over fifty to get it:

House Promo Fox

For those not Chronologically Gifted: 

Super Bowl Ad 1979

Foretellings Redux

From NostraChuckus, May 1, 2010:

Foretellings
With the exception of the workplace, smartphones (along with iPads and Kindles or something like them) might just make desktops and laptops and the web as we know it obsolete…  

And the more people use smartphones, the less they’ll tolerate silly graphical doodads mucking up their small  screens…

From eMarketer, January 31st:

Consumers Expect Mobile Ads to Inform
With mobile advertising on the upswing, marketers must remember that many consumers are still less than thrilled about ads on this very personal device…respondents cared relatively little about the graphical and multimedia elements of the ads.

More NostraChuckus from May, 2010:

Advertising on smartphones will be considered an annoyance, invasive, and rather dinky – while marketing (coupons on steroids, and more) will flourish and dominate.

More eMarketer from February 1, 2011:

Consumers Eager for Mobile Shopping Adoption
US mobile internet users expect shopping-related activities in some categories to be more popular on mobile than they currently are on PCs…

Already, mobile internet users conducting dining research and shopping activities most often use mobile location-based services when doing so…

The clear trend is for information in every category to become more mobile in the near future…

Remember when that prototype iPhone was left in a bar?  Imagine what would happen if NostraChuckus accidentally left his Crystal Ball of Common Sense somewhere…

NostraChuckus Predicts The Future of AARP

Famed Soothsayer and advertising gadfly NostraChuckus has been startling the world for years with his mundane prognostications:

NostraChuckus Scratches His Head

Another déjà vu …

Memed again.

NostraChuckus Scoops New York Times

NostraChuckus Conjures The Specter Of NostraChuckus

What Next From The Crystal Ball of Common Sense?

AARP has been swirling around in his magickal, vaporous orb for nigh onto half a decade. It began as a chapter in his book:

… The advertising campaign has one ad with ashen-faced Baby Boomers in body bags ("These days, doctors don't pronounce you dead. Marketers do."). Another shows Baby Boomers acting like testosteroned teenagers ("Outta the way, punks: older racers are the hot-rod kings!").Yet another has one of a middle-aged lady dead in a powder room (probably from overdoing it on the dance floor) with police chalk outlining her body. I don't know what the copy is because I haven't seen it. It's probably something like, "Give me wrinkle cream, or give me death!"
© 2005 by Paramount Market Publishing

Along with many, many posts:

Music for Grownups?

AARP & Microsoft:Technology & Baby Boomers

AARP Global Network

AARP Targets Media Planners

AARP’s 2008 Best Employers For Workers Over 50

Goodbye, Jukebox. Hello, Jennie Chin Hansen.

Food fights, Balloons and Dancing Gorillas

And …

AARP's Chicken Coop Coup? (2008)
I've picked on AARP's advertising and marketing through the years. I think they can handle it. They're big boys and girls…

So the other day I'm leafing through the new National Geographic and I see this (click here)  I get sucked in. Great story. It's something real - not a lot of aspirational vapor…

I hope they develop this ad into a high-profile campaign with more stories and history…

No surprise: Three years later, NostraChuckus’ prediction comes true….

Never underestimate the prognosticative powers of  The Crystal Ball of Common Sense.

The Creative Art Of Growing Old

A new book, profiled on NPR:

'Lastingness': The Creative Art Of Growing Old
Delbanco examines artists who either maintained or advanced their work past the age of 70 — from Claude Monet, to Giuseppe Verdi, to Georgia O'Keeffe…

'Lastingness': The Creative Art Of Growing Old

I’ve talked about this for years, as have others:

What Kind of Genius Are You? (2006)
What he (David Galenson, University of Chicago) has found is that genius - whether in art or architecture or even business - is not the sole province of 17-year-old Picassos and 22-year-old Andreessens.

From the New York Times (along with a grab from my book):

NostraChuckus Scoops NYT II
When does creativity peak? The second-act aces make a case for middle to late age. Take a look at some of the people who have not simply performed well but done their best work in their later years.

Advertising creative?  Young or old?  Or both?

HR/Brain Roll
Truth is, you can analyze marketing fodder all day and night, read countless books about marketing to Baby Boomers, attend advertising and marketing conventions around the world, and soak up everything all the experts have to say. Much of what is out there is valuable and useful, some practically required reading, others instructive and illuminating. But if you plan on implementing a creative strategy, and turn it over to a different generation of advertising professionals—you'll forfeit the natural sensibilities required to generate vital campaigns.

Mix this all in with the wise words of Rosser Reeves:

"No, I don't think a 68-year-old copywriter can write with the kids. That he's as creative. That he's as fresh. But he may be a better surgeon. His ad may not be quite as fresh and glowing as the Madison Ave. fraternity would like to see it be, and yet he might write an ad that will produce five times the sales. And that's the name of the game, isn't it?"

And you get this: Hire Baby Boomer Creatives

Download the first chapter of my book.