Marketers, Get a Clue!

The Baby Boom generation (Boomers) consists of those born between 1946 and 1964 (some say 1962). As of this writing, we are between 44 and 62 years old. That means most of the oldest Boomers are not even retired yet. And, with the new math (40 is the
new 30), some of us are as young as 34 years old.

Corporate America and its marketers don’t quite get this. “Boomer” sites are all about retirement, aging health issues, investments and other important but somewhat, well, boring topics. Our generation is a great one with lots of creativity and innovation. We're known for peace marches, bra burning, The Rolling Stones, Saturday Night Fever, disco and bellbottoms. We about involvement and action and we’re not ready to hang it up yet.

We think that many Boomers are still living large, having fun and doing the things 40 and 50 somethings do, while still having some nostalgia for their past and the “good old days.” Let’s face it, besides all the great things we touched on above, our era was also responsible for great style and design whether it was clothing, hair styles, cars, publications or even housewares. We love style, and so do lots of the young people today.

We also had among us the first hippies, that segment of our culture that revolted against some of the innovations and gadgets, and wanted simpler things like Birkenstocks and yogurt makers. Those tree hugging antiwar boomers are still around too, and many are not thinking only of retirement and high blood pressure medications.

Boomerang is about all of that and it is NOT about retirement. There are plenty of good sites for that. We very may well be the generation least willing to grow up, but that’s not really such a bad thing. Get involved in our community and help preserve what is so great about our generation and help keep those things alive.

—Roxy