Boomers are finally a legitimate marketing target again, but most appeals focus on nostaliga and recapturing lost youth. As John Bradley pointed out in his recent column in Strategy, this is not what boomers are most worried about.
"For the first time in our lives, we boomers are worried about money. While we might have more than sufficient for now, we are suddenly confronted by the prospect that we may not have enough for later."
Bradley points out that the boomers are the first generation to face the prospect of being in retirement while still having children living at home, and still caring for older parents.
Having self-supporting children is actually a status-symbol. They don't have to be rich, they just have to be living on their own, on their own means.
Because boomers have a fear of falling. Falling socially. Falling financially. Having spent so much of their lives spending on the best toys, they are worried about being unable to sustain the pattern. And they are right to be worried, because few people have secure pensions anymore.
As Mr. Bradley so eloquently puts it,
"So if you want to profit from boomers the message is clear, forget about helping them cling onto their younger selves, and think how you can help their older selves stop worrying about ending up in the workhouse."