The global population is aging at an unprecedented rate thanks to factors that include falling birthrates and longer lifespans.
Baby Boomers have been doing it their way since the social upheavals of the ‘60s. These re-inventors are challenging and changing stereotypes and conventional wisdom around aging.
Age is becoming less and less relevant as people of all generations rewrite the rules for what they can or should be doing when. Increasingly, brands need to rethink the rules of marketing and see consumers through a lens that’s less informed by age considerations.
Baby Boomers and even the generation beyond don’t consider themselves “old” and dislike marketing that implies this. Ultimately, marketers must go well beyond clichés old and new.
Universal design and high-tech that can help a range of ages will mean more products and services that consciously target a broad swath of consumers. Brands can serve as a link between generations providing products and services that integrate everyone.
With middle age extending significantly, Boomers will be embarking on second, third or fourth acts: new careers or entrepreneurial ventures, new (active and challenging) pastimes, acquiring new skills, and in some cases new families.