I have to give it to Mr Ken Gronbach, author of Common Census, that line about boomers and inhaling caught my eye. It certainly made me read a bit further into the press release.
A few other notable lines:
"They are the most attractive spenders on the planet."
"This is a completely different consumer than we've ever had before - this is a generation of super-consumers"
"They changed the way products were marketed and developed for a generation, and they're going to continue that, especially as they move into their 60s and beyond."
“Their self-identity isn't tied up in their age that's the recalibration that marketers need to take"
"Don't say 'retirement' to a boomer. They're not going to retire."
"The baby boomer population is really networked"
The predicament for Mr Gronbach in publicising his book is whether you tell it as it really is or go for the sound bites that don’t necessarily represent reality. I have a special interest in this since I will soon be publicising my own book on the subject.
You see what the press release failed to mention is that the “boomer generation” is hugely diverse in outlook, income, education and any other factor you care to mention. This generation is entering the “don’t mention it word” of ‘retirement’ laden with debt (this might explain why they intend to keep working).
His quote about “Their self-identity isn't tied up in their age that's the recalibration that marketers need to take" is absolutely right that is why there are big dangers by categorising them by age as the boomer generation. Dick Stroud www.20plus30.com
No comments:
Post a Comment