Marketing to baby boomers

Yeah, we’re invisible. Unless we want funeral insurance, final expenses insurance, incontinence products or retirement village homes.

Do the people who make these ads have any clue? Over 50 is not the same as 90, or even 75. We’re talking half the human life span here, people, and all you can think of to try and sell us is 4 products?

Sorry, forgot the cruise ships. Sure, that’s my idea of a holiday, being incarcerated with a whole lot of other people exactly the same age as myself. Perhaps we could pass the time comparing hair dyes or hypertension medications?

This is an absolute failure of imagination by marketers. Older people have exactly the same huge range of interests as younger ones do. Try advertising for diversity in age as well as all the other demographics. I’m pretty sure your efforts to pigeonhole people aren’t going to work. Lazy stereotyping and wishful thinking won’t get it done.

And while you’re at it, stop assuming baby boomers aren’t using technology. Who do you think invented most of it? (And no, that isn’t an invitation to fill our email boxes with spam.)

Interesting article on this topic here

Hogging big houses

I saw a recent flurry of age bashing in newspapers. Selfish baby boomers are refusing to leave their own houses, houses that they are “rattling around in”, houses with back yards. We are supposed to pack ourselves away into little closets somewhere out of sight so that “families” can have our houses instead. Think of the children!

Not happening. I love my backyard. I can make a mess there, watch birds, play with plants. Not giving it up until I have to.

The Australian love of big suburban houses is honestly come by. Here’s a quote from Town life in Australia by Richard Ernest Nowell Twopeny, published in 1883:

“The colonist is very fond of living in his own house and on his own bit of ground.

Terraces and attached houses are universally disliked, and almost every class of suburban house is detached and stands in its own garden.”

One hundred and thirty years on, our cultural preferences haven’t changed. We still love our backyards. And our cars. You want people to change how they live, make the case, don’t use manipulative shaming techniques.

Introducing Sue

Hi all, welcome.

Australian countryside
A typical bit of Australia

I’m a baby boomer, class of ’54, and I’ve been lucky enough to live my life in Australia. I’ll be using this blog to express my many opinions and discuss topics that interest me. This will not include coffee, baristas, shoes, babies, overseas travel, clothes, makeup or any aspects of fashion whatsoever. It might include bellyaching about politics or economics or the environment. In other words, the same things baby boomers have always cared about.