This sediment is shared by millions of young baby boomers everywhere. While official boomers (over 76 million of us) were born between 1946-1964, I’m so not ready to hear that term, if fact it really freaks me out.
I know I’m not alone. And smart marketers understand that there is a brand new generation of boomers, just like me.
Don’t call me a senior, and don’t even remind me that I’m aging, even if I am like a nice bottle of Merlot.
I prefer something more like a middle-aged person or how about no reference to age at all, that’s even better. That’s not a lie, 51 is the middle of 100. A lot of people live that long.
So why a blog about this?
My birthday is next week. On Feb. 12th I will be 51. Yes I’m crossing the mark of the other side of the game. Ole Abe and I share the day, although he is a real senior at 201.
I don’t feel 51 and I live a young lifestyle, I play tennis 4 times a week, I watch music videos, love Linken Park, Train and Katy Perry, shop at Forever 21 and occasionally drink really cheap wine.
Today, the Wall Street Journal did a story on retooling boomer marketing and it caught my attention. The story covers everything from how small type faces can hurt sales to colors that won’t help you market either. But the big point is, don’t tell any of that to the young boomers.
Seniors like my mom, are cool with that Senior marketing stuff. I suppose when you hit 75, it’s like a merit badge and senior discounts are a bonus. But for people like me, marketers better be very sensitive with how they speak to me, or I’m not buying their products.
As a young boomer, I’m famously demanding, independent and rebellious. I’m health-conscious, I text daily, tweet sometimes hourly, don’t have gray hair (thank you Clairol®) and my eyes were bad when I was 30.
So marketers, please don’t use models that look like my parents to get my attention, don’t assume I won’t try new things and do know that I’m fit, not fat and child proof containers always pissed me off.
And AARP, I have enough magazines, so why not save a tree and your postage and just chill for a few years.
For more on aging, check out: Who said interns have to be young?