{"id":36899,"date":"2013-08-03T15:12:26","date_gmt":"2013-08-03T14:12:26","guid":{"rendered":"http:\/\/alienbabeltech.com\/main\/?p=36899"},"modified":"2013-08-03T15:27:08","modified_gmt":"2013-08-03T14:27:08","slug":"been-there-done-that-want-to-do-morelots-more","status":"publish","type":"post","link":"https:\/\/alienbabeltech.com\/main\/been-there-done-that-want-to-do-morelots-more\/","title":{"rendered":"Been There, Done That, Want to Do More\u2026Lots More"},"content":{"rendered":"

Boomers Booming<\/span><\/h2>\n

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\"Untitled-1\"<\/a>A Certain Age \u2013 <\/span><\/i>Life for boomers wasn\u2019t always the Age of Aquarius, but it was a time of opportunity and potential when you could make a change, make a difference. O.K., so it didn\u2019t happen, but they\u2019ve lived to see if the Gen X, Gen Y and younger can do any better.<\/span><\/i><\/h1>\n<\/blockquote>\n

Not long ago, we were visiting Hanalei, Kauai and our son innocently asked, \u201cIs this what it was like growing up in the \u201870s?\u201d<\/i><\/span><\/h1>\n

It got us thinking as we approach \u201cthat age\u201d that boomers aren\u2019t all that bad.\u00a0 <\/span><\/span><\/h1>\n

They can\u2019t be. After all, the population born between 1946 and 1964 are 80 million strong.<\/span><\/h1>\n

From the potential employee and marketing target perspective, they\u2019ve been largely ignored, as decision-makers preferred the \u201csweet spot\u201d 18-49 age group.<\/p>\n

But according to the Conference Board and Nielsen\u2019s \u201cMost Valuable Generation\u201d reports, maybe we need to take a new look. Especially when Nielsen noted that in five years, 50 percent of the population will be 50-plus.\"Untitled-2\"<\/a><\/span><\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/span>Source – Nielsen<\/span><\/h1>\n

Even Split \u2013 <\/span><\/i>Sure marketers logically target the up-and-comers with their marketing efforts. Boomers may grab the newest technology, but when they do, they\u2019re a lot more loyal to the brand and product. In addition, they also have the biggest share of the disposable income.\u00a0 <\/span><\/span><\/i><\/i><\/h1>\n

Since the world economy hasn\u2019t been kind to any of us working folks, the Conference Board found that nearly two-thirds of people 45-60 said they were planning on \u201cdelaying\u201d retirement.\"Untitled-3\"<\/a><\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/span>Source \u2013 U.S. Labor Department<\/span><\/i><\/h1>\n
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Extending Careers \u2013 <\/span><\/i>The downswing of a few years ago affected everyone equally \u2013 young and old \u2013 to the point that a growing number of people have put off the idea of retirement. Of course, there are other reasons such as their experience\/expertise is in short supply and they are healthier and really want to work.\u00a0 <\/span><\/span><\/i><\/h1>\n<\/blockquote>\n

That probably doesn\u2019t come as any big revelation to you in light of the financial losses, layoffs and income stagnation we\u2019ve experienced in recent years.<\/p>\n

Millenials love the headlines that declare they\u2019re readily taking their technologies and their applications to work and using them \u2026 constantly.<\/p>\n

Not only are they not alone in the shift to the \u201calways-on\u201d era, but it bears repeating that it was the now-Baby Boomers who put the “e” in email, e-learning and e-commerce. All of these innovators were born from the mid-1940s through the 1950s.<\/p>\n

And many have chosen to continue their design, development, production work.\u00a0 <\/span><\/span><\/p>\n

But they are different because they are concerned about privacy and don\u2019t share every aspect of their lives, from breakfast to business proposals.<\/span><\/p>\n

True, the BYOD (Bring Your Own Device) movement creates security headaches for IT staff, but it might just help today\u2019s firms experience renewed growth.\u00a0 <\/span>\u00a0<\/span><\/span><\/p>\n

Boston College\u2019s Sloan Center on Aging and Work recently noted that Boomers\u2019 intention to continue working may be good news for a number of industries that could face disruptive skills shortages if boomer workers retired.<\/span><\/p>\n

Kevin Cahill, an economist at the Center, noted that the boomers have more financial security (everything is relative), employers have a larger labor pool to draw from and they are less likely to be looking for their next position on their first day of work.<\/span><\/p>\n

It\u2019s true that the younger generations are the first to adopt new technologies; but when they become mainstream, it is the Boomers\u2019 adoption that is driving the growth of technology.<\/p>\n

\"Untitled-4\"<\/a>Source – Nielsen<\/span><\/p>\n

Not Too Old \u2013 <\/span><\/i>Marketers often don\u2019t target the boomer generation because they believe the men\/women don\u2019t want to learn new technology. The truth is most boomers focus on getting the latest technology and learning how to use it as effectively as possible.\u00a0 <\/span><\/span><\/i><\/i><\/h1>\n

After all, technology lets people stay connected, socialize, shop and entertain themselves. As the saying goes, \u201con the Internet no one knows if you\u2019re a dog \u2026 even an old dog.\u201d<\/p>\n

While Eric Holtzclaw, head of Laddering Works, has a number of years to work before he can be classified a Boomer, he recently made some observations in Inc. Magazine<\/i> as to why firms are rethinking their hiring policies.\u00a0 <\/span><\/p>\n

He noted that the adage of \u201cnever trust anyone over 40\u201d has changed because they are probably just hitting their stride and reaching the pinnacle of their professional skill set.\u00a0 <\/span><\/span><\/h1>\n

It\u2019s pretty easy to do a background and employment history check to see if they can talk the talk, walk the walk, and if they have a good track record as a loyal, dedicated employee.<\/span><\/h1>\n

That\u2019s certainly important if you have to invest in their training and know they aren\u2019t looking for that next interesting job.\u00a0 <\/span><\/p>\n

A common reason given for not preferring a Boomer for a position is that their benefits will cost more; but remember, mature employees have few or no dependents that need insurance coverage.<\/p>\n

Some may already have their own insurance and don\u2019t want to participate in the company\u2019s plan.<\/p>\n

They probably don\u2019t have to take off time to take the kids to soccer practice twice a week and they often have no problem working beyond the typical 9-5.<\/p>\n

Mature employees draw experience from people they\u2019ve met and things they\u2019ve learned over the years because the more business changes, the more it stays the same.<\/span><\/p>\n

They have less to prove to the new kid in the office so they can also be valuable mentors to younger employees.\"Untitled-5\"<\/a><\/span><\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/span>Source – Nielsen<\/span><\/h1>\n
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Ready to Go \u2013 <\/span><\/i>Boomers are not merely online; a very strong percentage are heavy social media users, view their content online and are heavy notebook, tablet and smartphone users.\u00a0 <\/span><\/span><\/i><\/h1>\n<\/blockquote>\n

A person\u2019s age doesn\u2019t determine their ability to understand, use new skills and technology, that\u2019s just part of person\u2019s DNA; and the desire to learn new things, gain new skills is just part of actively contributing and growing.<\/span><\/p>\n

Of course, there\u2019s another even more important reason for companies to pay more attention to boomers \u2026 they\u2019ve got the money!<\/span><\/h1>\n

Nielsen points out that the 50-plus consumers spend close to 50 percent of all CPG (Consumer Package Goods) dollars \u2026 now they have my attention!\"Untitled-6\"<\/a><\/span><\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/span>Source – Nielsen<\/span><\/h1>\n

Money Talks \u2013 <\/span><\/i>While younger generations may be the primary focus of advertising dollars, they clearly have less to spend on advanced technology, travel, entertainment and just about anything that interests them.\u00a0 <\/span><\/span><\/i><\/h1>\n

And, according to their projections, in the next five years will control 70 percent of the disposable income.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

What\u2019s more, they are projected to inherit $15 trillion over the next 20 years.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Regardless of whether they\u2019re still on the job or have decided to spend more time on outside interests and hobbies, they have two key ingredients marketers constantly want to tap \u2026 money to spend and the time to spend it.<\/span><\/p>\n

One of the neat things that Nielsen Neurofocus found when studying how people\u2019s brains respond to advertising, packaging, products and shopping experiences is that they tend to block or filter out negative messages and experiences.<\/p>\n

Nielsen says that the experiences are overlooked unless they are immediately relevant.<\/p>\n

Of course, if it\u2019s a positive image\/experience, things are cool.<\/p>\n

Boomers may account for only 25-35 percent of the population, but they account for 70 percent of the net worth.<\/p>\n

They\u2019ve been around for a while, so they not only have more money but also more sense.<\/p>\n

All that experience has given them more emotional resilience; and even though they\u2019re persistent, they tend to \u201cnot sweat the small stuff.\u201d<\/p>\n

You know, like kids who think we grew up in \u201cthose\u201d days.\"Untitled-7\"<\/a><\/p>\n

But boomers today will settle for a little love from companies, products.<\/p>\n

# # #<\/p>\n

G.A. \u201cAndy\u201d Marken<\/h1>\n

President<\/strong><\/p>\n

Marken Communications, Inc.<\/strong><\/p>\n

Andy@markencom.com<\/a><\/strong><\/p>\n

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