EP91: Boomers 3.0: Marketing to Baby Boomers in Their Third Act of Life with Larry Samuel

<p><span style="font-weight: 400;">Seventy million baby boomers are still out there and will be around for another two or three decades</span><span style="font-weight: 400;">, and happily,</span> <span style="font-weight: 400;">in this third act of life. Thought leader and American cultural historian Larry Samuel invites us to rethink our mindset about ageism and how we must work on ways to serve older 50s to mid-70s as they enter a new era in their lives, needing to be heard and supported.</span></p> <p><span style="font-weight: 400;">Key points covered in this episode: </span></p> <p><strong>✔️ Most marketers are ignoring older customers.</strong> <span style="font-weight: 400;">It's like the Wild West when it comes to aging, where everybody's doing it differently. Larry enumerates his recommendations to effectively communicate with this generation based on the ten values.</span></p> <p><strong>✔️ Value 1: Youthfulness.</strong> <span style= "font-weight: 400;">Boomers are considered to be a permanently youthful generation. This has significant implications for marketers who speak to them as old when they are young inside (well, in fact, it's just their bodies that get older.) Larry points out, "Approaching that target market through a lens of youthfulness can be a very compelling proposition, rather than the typical way we are treated of being old and in physical or cognitive decline. That's not a good way to approach us.</span><em><span style="font-weight: 400;">"</span></em></p> <p><strong>✔️ Value 2: Knowledge.</strong> <span style= "font-weight: 400;">BOOMERS were the most educated generation until millennials came along. Research shows that we generate new brain cells until we're dead, basically. Hence, the older generation is perfectly capable of learning new things, and that's an essential value for boomers -- whether it is taking classes at a community college, traveling, learning about a different culture or a new language, or taking music lessons.</span></p> <p><strong>✔️</strong> <strong>Value 3: Re