Monday, March 12, 2012

Marketing to Boomers

In one of the Blogs I read Boomers--A trip into the heart of the Boomers, the author Brent Green, talks about a speech he gave in Florida to a Boomer conference geared to business men and women who want to learn to market to us. I was struck by the following statements:

Individual men may feel powerless against external forces of unemployment, layoffs, downsizing and chronic diseases. But when a generation of men known to challenge authority confronts this evolving life-stage, transformative beliefs and actions can emerge. A generation of men that embraced feminism and racial inclusiveness can create new constructs for male aging, conceptions that are engaging, uplifting and liberating.

I agree with his assertion but I also suggest that this view should include the Boomer women; men accepted and embraced feminism, but the women were leaders because they lead the way for us men to follow. In these times of uncertainty that the writer above discuss, women as well as men feel powerless and women will live longer than us males, so they will need to construct new conceptions of aging, which we men will adapt to and embrace.

Brent Green, the author of the blog, goes on to say:  "Author Cogswell identifies Friedrich Nietzsche (1844 – 1900) as the “soul of existentialism,” a thinker who has influenced contemporary psychology, literature, spirituality, art and music. Nietzsche wrote that “society everywhere is a conspiracy against the manhood of every one of its members.” And it seems true today that millions of Boomer men, vital and engaged as many now are, must nevertheless consider how traditional habits in western society could conspire to strip them of their opportunities to thrive beyond 60 and into bonus years promised so many....As the great writers about existentialism would urge, Boomer men must not become standardized old men.

Society has advanced and women are engaged in every aspect of society, so the ideas that Nietzsche and others argued, need to be expanded to include women. Nietzsche is right, society forces are conspiring against the boomers, and I agree, but would argue that it will be both men and women boomers, that will not allow society to strip us of the opportunity to thrive beyond 60. (I suspect it will be the women who will lead this battle, not the men). We will find a way not be become seniors and to remain boomers!

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