Boomers come in many shapes and sizes

In December 2004 I posted an item about a research report from Duke University that shows the dangers in attributing to boomers a common set of values as a result of their early life.

This idea is the focus for this article. Professor Hughes, the report’s co-author believes that thinking of the boomers in too-general terms could produce retirement policies that affect some boomers adversely:”stereotypes mask the reality of a group whose diversity reflects that of society”.

A senior research adviser from AARP agrees with this analysis:” I don't think that's a message that can be overemphasized". She is often put off by those who talk about the "tsunami" of boomers heading for retirement. "They made it sound like 77 million people are all going to retire in one day.... That's the clearest example of where the fallacy of thinking of the boomers as one unit comes in."

The Duke report, which is based on census data from 2000 and earlier, suggests that the picture of boomers is far more complex than most marketers appreciate and requires fine-tuning across cultural lines. In the US, significant numbers of immigrants have joined the boomers, the analysis shows immigrants now make up 12 percent of early boomers (those born between 1946 and 1955) and 15 percent of late boomers (1956 to 1964).

One of the defenders of the theory, which attributes a universal set of characteristics to this varied bunch, responded to these arguments by saying: "these are definitely little important points," and "but they don't achieve a level of prominence to qualify in my mind as 'Oh my goodness, we've been wrong about this generation.'”. This same person summarises the characteristics of a generation spanning 17 years as: “This generation is busy. Boomers are juggling kids, spouses, parents and jobs, so anything that makes their lives easier or more convenient will appeal to them. They don't have time to read lengthy marketing efforts. If you don't capture their attention within seconds, you're going to lose them.” A quote from their web site.

I am developing an equal aversion to the generalisation: “this generation is busy juggling kids, spouses, parents and jobs” as to the comment: “the 50+ don’t try new brands”.

They both try and attribute behaviours to an incredibly diverse range of people. Of course there will be some groups of people that match these stereotypes but it is dangerous to base any marketing decisions upon such simplistic stuff. Dick Stroud: www.20plus30.com