50+

Over the past few weeks I've encountered several instances where age was front and center - in particular, people my age. Yes, I'm the 50+ group. I've moved up on the survey boxes (you know, the ones that break down age by groups) and my doctor is now insisting that I get that colon check.

It began with a project for a client that is creating a "back to school" collaboration of the various colleges in our area aimed at boomers and seniors. There is a difference in these two groups and the client was looking for a way to reach both audiences. As we did some research on the subject we found marked differences in how these groups read, learn, react and perceive themselves as consumers. (We ended up creating a brand name for the collaboration and when it's launched in May I'll let you know if it strikes a chord.)

An article in yesterday's New York Times titled "Six Decades at the Center of Attention, and Counting" clarified the boomer buyer even further for me. According to Blaine Branchik, an associate professor of marketing at Quinnipiac University who has studied the history of selling to the elderly - "Seniors, particularly baby boomers, each believe they belong to a market segment made up of exactly one person. Many believe the only thing they have in common is that they are all so unique that they have nothing in common."

Wow. There it is in a nutshell. We also still believe we are invincible and why not? We are becoming bionic men and women. Knee replacement, hip replacement, face lifts and viagra. We're good to go for twenty more years. Don't you dare call us old!

So why are there so many ads talking about ailments that come with age? Bladder problems and constipation lead the lists (and often the ads run back to back). Arthritis and osteoporosis? We're not listening! If we have issues with these ailments we're more likely to check them out on WebMD or talk with friends. We will make our own decisions thank you.

Retirement planning? Hah! We're going to be working for a long time because we can and we like it. Born in an age of self-exploration, we will continue to look for new avenues of adventure. Retirement homes will never be the same - trust me. We'll be living in grand old homes, sharing communal areas and taking turns making dinner. Sounds like a bunch of hippies on a commune doesn't it -well think about it! We may enjoy some of the finer things in life (a good Merlot rather than Boone's Farm Apple wine) in our new digs, but we will still view ourselves as unique, counter-culture beings .

A final note. When the college collaboration I mentioned earlier told us about their launch event in May I had a hard time keeping my thoughts in check. You see, they are holding a event on a Friday from 9 -3 with presentations on the types of courses that will be offered. And the day kicks off with a speaker sponsored by AARP. I am their target market - but I am not going to take a day off from work to attend an orientation session. And I really don't want to be associated with AARP. I'm hoping this group will create a website will all the information I need to attend a class and an easy way to sign up on-line.

Let me know your thoughts
Catherine