Booming Boomers

Introduction: XPloring Baby Boomers

2007-04-10T14:02:00.001-07:00

The Inspiration:
Today there are roughly 78 million Baby Boomers in America. They are 1/3 of the population and their estimated spending power is around $1 Trillion. Businesses, marketers, and advertisers see these numbers and hear the echo of cash registers ring ‘ca-ching’. Boomers are incredibly unique, when others zig, you can bet they'll zag. And they are extremely discerning. In fact, 3 of 5 boomers rate current products and ads as poor to fair when it comes to understanding their true needs and motivations.

This is precisely the inspiration behind Xploring Baby Boomers.

What Is Xploring?
Well, it is based on a very simple insight... “If you want to understand how a lion hunts you don’t go to the zoo. You go to the jungle.”

Xploring is ‘living in reality’, not in research. It’s about getting involved with people by spending ‘one-on-one’ time with them, 'feeling' what they feel as they live their lives, make decisions or think about their future.
If we truly understand them and what they care about we have the opportunity to connect with them and take an active role in their lives.

Around The USA And Back Again
We have been traveling across the country ‘hanging out’ with Boomers in their environment, doing what they do. We’ve laughed with them. Worked out with them. Dined with them. Danced with them. Surfed with them. Made friends with them—It's been an incredibly enlightening and rewarding experience as we've learned about them and from them in a very true, authentic way.
So far we've been to:

New York
New Jersey
California
Baltimore
South Carolina
Texas
Illinois
Arizona
Minnesota

Take The Journey With Us
We encourage you to post any questions or comments you might have. We are constantly updating and adding to the blog and plan to meet more Boomers. We can address your thoughts and feedback as we continue Xploring in new states with other Boomers

Boomers are Booming...
Read on and you'll see why!

Ben Bonart: The Art of Living Well

2007-04-10T11:45:00.002-07:00

Since beginning our XPloring, we’ve done a lot of talking with Boomers who have completely changed the direction of their lives – many after leaving jobs they’ve had for decades. Ben Bonart, an advertising professional turned part-time artist, is taking a slightly different approach.

One Big Funfest

“I have a five-year plan,” he tells us. “To have a renovated barn slash studio with a pool, and the pool is half-in, half-out, so it closes up in the winter time. It’s all one big funfest.”

That pretty much sums up Ben’s outlook on his current pursuits: he loves his work in advertising, and he also loves painting on the side. He isn’t ready to give up either one. Three years ago, he decided to try his hand at painting as a special gift for his daughter – and he hasn’t stopped painting since. Now working with publishers and art dealers as far-flung as Atlanta, he still has a difficult time referring to himself as an artist. “I’m a person that has spent my career behind the scenes. Getting things done, coming up with ideas and executing them. [I’m] not really all that keen on being out on the front line accepting the credit for it or the money. So this is a complete 180 degree turn. this is something I create on my own, it’s my vision, my product, my personality, it’s me. So it’s hard, after a long period of time, to see yourself doing something completely different.”

Boomers may be reinventing themselves, but make no mistake: they are in no hurry to label themselves.

The Real Inspiration

It’s obvious that Ben does this work because he truly loves it – a common thread we see among Boomers. No one we’ve talked to has been in it – whether “it” is surfing, dancing or painting – for the money. Passion is the currency here.

Though the true pleasure of painting for Ben is a solitary one – the ability to lose himself in his work, to feel cleansed and focused when he is through – his work also serves as a connection to other people. He loves to give his paintings away to people he cares about and to see the joy his work can bring them. He so enjoys sharing with others that he says he has a difficult time asking for payment for his pieces, though clearly he has proven himself as a professional. Just as his experience as an artist began as a way to connect with his daughter, so it continues to provide connections with friends and family. As we talk about his work and visit some of the galleries where it’s exhibited, he pauses to say hello to fellow artists and gallery owners, and it becomes clear that his art has served as his introduction into the local community.

At the heart of even the most solitary pursuits is a Boomer's desire to contribute to the world in a beautiful and meaningful way - beginning with those relationships that have been cherished all along.

Keeping it Interesting

Like his contemporaries, Ben has no patience for boredom. His style is clearly recognizable and uniquely his, but he approaches each painting with fresh eyes: as if each one were another of his children, he says. “If I was rubber-stamping these things out,” he tells us, “it wouldn’t be so fulfilling or satisfying.”

Similarly, Ben seems to wring the most that he can out of life in general. He doesn’t think at all about retirement in the traditional sense, because it sounds “lazy” (sound familiar?), and he tells us that life just keeps getting better. He jogs every morning along the Hudson River and eats veggies instead of McDonald’s – not because he feels like he has to, but because he wants to. He just prefers to feel his best. Ben calls himself spiritual, but not incredibly religious – he relies on good instincts and perception to guide him through life. “It’s all a trip, isn’t it?” he says, “I’ve got a coach ticket and maybe we can work that up to first class, business class at least. We’re on our way. It just gets better and better, to be honest with you. When you’re young, you have things you want to achieve, or think you want to achieve. When you grow up, those sort of change. You become a little bit more content with what you have than what you want. That’s part of inner peace, I think. Not completely satisfied, but more satisfied.”

Ben is in no hurry to define himself or ‘arrive’ anywhere, but rather focuses on moving through life the best he possibly can. After a couple of hours talking with Ben, I ask him if he has any secrets or clues to share with those of us who are a few steps behind him in figuring things out. “Remember what I tell my kids,” he says. “Focus on the things you can do, and don’t worry so much about the things you can’t. Because – you can’t do them!”

For just a few examples of what Ben can do very well, take a look at his website: www.benbonart.com.

17. New York City: Religion and Spirituality

2007-01-17T09:53:00.000-08:00

Reverend J. Douglas Ousley has been a minister at the Church of Incarnation in New York City for 21 years. We wanted to meet with Father Ousley to get an expert opinion on the role of religion and spirituality in baby boomers’ lives. Father Ousley is surely an expert:

He has an undergraduate degree from Yale Divinity School and a MTh (Masters of Theology) from King’s College University of London. He has published articles in the Wall Street Journal and Christian Century, preached in St. Paul’s Church in London, and has been interviewed by the New York Times, Vatican Radio and Italian Radio.

As a baby boomer, Father Ousley finds himself grappling with aging, retirement, spirituality, religion and other issues facing so many boomers today. We were thankful to have the chance to speak with him and understand another side of boomers today.

Spiritual But Not Religious
Baby boomers were the first generation en masse to reject organized religion. “Everyone leaves church in their 20’s, that’s been happening for generations, but the baby boomers didn’t come back in their 30’s,” Father Ousley tell us. Instead, they explored different religions, from Eastern philosophy to materialism to careerism to sex, drugs and rock and roll. Certainly, all the press on the extreme right wing and church scandals arouse boomers' skepticism. However, Father Ousley feels that the absolute truths found in organized religion are particularly repellent for boomers. “They will not accept that there is only one answer, not only because of their education and intelligence” but also because of their strong sense of individualism and autonomy. Meanwhile, aging boomers still find the need to answer the difficult questions in life and reconcile personal conflicts. The result is that many boomers describe themselves as “very spiritual but not religious.”

Even when it comes to religion boomers rely on their individualism, autonomy and skepticism of authority to lead their path to finding a deeper meaning.

Aging and Spirituality
Aging is a difficult topic for anyone: psychologically, aging brings up your mortality, choices, regrets, etc… But for the generation who shouted, “never trust anyone over the age of 30,” the difficulties are even more profound. Their identity is wrapped up in their youth, their energy, and their power to affect, their desire to be listened to and affirmed. BUT in American culture, the older you are, the less you are valued by society: You are less useful. Less relevant. Less attractive. For so many boomers this conflict between self and society is incredibly difficult: For the woman whose self-worth is tied to her physical beauty; the man whose intelligence and experience is now seen as outdated. Many boomers turn to spirituality to help them find a new sense of themselves and appreciate who they are. They rely on it to confront society's ageism as well as their own.

For many Boomers spirituality helps them to face, appreciate and embrace their age and this time in their life. Perhaps brands can do the same—case in point Dove or Diane Keaton in the movie, Something's Gotta Give.

Consciousness is at the Heart of the Boomer Mindset
A continual theme with boomers is the fear of losing their mental faculties. We asked Father Ousley if he could shed some light on why boomers value their mind above all other things. Father Ousley believes that it stems from the 1960’s, the boomers’ formative years. Alzheimer’s disease, which is about being out of control and unaware is particularly terrifying-- But for baby boomers, it threatens the very core of who they are and what they treasure about themselves.

“Consciousness was a great word of the 60’s, to be conscious of things, to be more aware than the person over 30," Father Ousley says.

Consciousness was at the heart of the political and social movements of the 1960’s and a value boomers treasure today-- old age certainly won't take that away from them. Nothing will. We can see it in the organizations they challenge, the charities they are involved in, the truths they seek, the jobs the keep, the trips they take. Being aware of themselves and their environment is what boomers are all about.

Brands and products that help boomers stay smart and sharp are certainly important to boomers… but helping them to be conscious? That has a true emotional impact-- it is at the heart of who they are.

The Individualism of Yoga vs. The Mass Affluence of Evangelists
Throughout our xploration of baby boomers we found two very opposite trends in the spiritual and religious realms. On the one hand there is Yoga, an individualistic practice that challenges both the mind and the body. On the other there is the Evangelical movement: mega churches are sprouting up across the country with amenities like parking lot attendants and day-care.. We asked Father Ousley how this trend and counter trend could both appeal to the Baby Boomer generation.

Father Ousley thinks it’s the challenge of Yoga that attracts so many boomers. It is physically and mentally difficult and takes time to master. Yoga requires breathing techniques, good posture, emptying the mind and a strong focus on the self. “Its not like going to the bar and having a beer, its hard. There is a real pay back for it spiritually. You focus on yourself and ultimately you focus beyond yourself. But it clears your mind, it does all of the things that Christian prayer and meditation does.” It’s incredibly arduous and demands discipline and dedication to focusing inward on the self.

Conversely, the Evangelical churches connect boomers to a religious organization and the joys of the outside world: When you practice religion, you don’t sit in hard pews, you sit in theatre seats; you don’t listen to a sermon, you watch a skit or a play. It may be a soft sell on religion but Father Ousley believes that validating and celebrating people for who they are (as opposed to reprimanding them) appeals to the boomers. “It’s the self-affirmation, that you are really good, that everything is fine, that God loves you, Jesus loves you… boomers have always wanted that, so they keep on getting it and that is why they like it.”

From mastering a difficult skill to enjoying the comforts of religion, boomers want to be self-affirmed and recognized for their accomplishments, strengths and value.

For many, the 2nd act is one that gives back
Father Ousley thinks that the most hopeful contribution coming out of boomers’ difficulty with aging is their desire to make a difference in the lives of others. As boomers approach or delay retirement, many are shifting careers to one that is more altruistic. Father Ousley tells us about a very successful engineer, who decided to become a NY high school math teacher at the age of 45. Similarly, Father Ousely created a pilot with the NY Medical Center, which allows people to sign up and visit hospital patients who don’t receive many visitors. Many of the people who participate are baby boomers in their 50’s and 60’s.

Giving Back

Making a difference in the lives of others makes a difference to a boomer.

Helping Boomers Confront Denial
And for his own 2nd act? Father Ousely doubts he’ll leave the church but admits he has been thinking about writing a book to help boomers cope with aging, retirement and get the best out of life. “I have seen so many people retire and be miserable that there has to be a plan, there has to be a better way.” Father Ousley has read many books on old age and retirement and believes they are all terrible: they tell people what they already know and don’t address any relevant or real problems. Father Ousley wants to help boomers overcome the denial of aging, which he believes will liberate them and help them find a new sense of happiness and fulfillment. In a way, to overcome denial is a return to the essential baby boomer message: the truth will set you free.

The essential baby boomer message...

15. Austin, Texas: Life Mirrors Art

2006-11-15T18:57:00.000-08:00

Sara, Art Conservator

Rebellion in the work place
Sara was born in Brooklyn, NY, but grew up in Louisville, Kentucky. She developed an appreciation for art at a very young age, drawing and going to museums with her parents. Sarah walked us through the Austin University Art Museum, pointing out all of the paintings she worked on. Sara no longer works for the museum and she smiles slyly as she reflects on her time there. “A conservative university is not the best place for a rebel to work, lets put it what way… I always believed if you wanted to change the system you had to be in the system. But the system is a pretty tough nut to crack.” Sarah admits that she’s always had a little attitude and realized working at the museum that she’s more entrepreneurial. Basically, Sarah likes to do things her way. Sarah, sings the song of the Baby Boomer generation, linking her rebellious nature to her distrust of authority.

I have the attitude of a suspicion of authority

Baby Boomers distrust authority and see themselves as eternal rebels. Heretical brands that also ‘do their own thing’ can help Boomers express their rebellious spirit.

From Cynicism to Optimism
Sara admits that she might be even more cynical now than she was in her 20’s. She no longer thinks she can change the world like she did in her youth. Sarah also worries about the future of the country, "the lifestyle that Americans are living is not sustainable for the next 400 years-- environmentally, economically, politically.” But Sara does have a little idealism left in her. She wants to teach children about art conservation and get them excited about the field. Sara talks about a dream to develop an Introduction to Conservation class for third and fourth graders. “Art conservators only talk to themselves… I want to make it fun for kids without making it totally chaotic… there is nothing out there for kids, this would be the first one.”

Boomers are cynical of most things, except themselves. Many Boomers believe they can make a difference by sharing their skills and passions with others. Give them the forum and the means to do so.

A Lifetime of Learning
Sara’s spent the past 20 years living in Austin, Texas and absolutely loves it. She says Austin is great for people who are ‘perpetual students’ because of its urban, cultural and educational opportunities. Sara very much thinks of herself as the perpetual student, always eager to learn and discover new things.

Austin is a city for perpetual students

Sara, like the other Boomers we’ve met, emphasizes her analytical and problem solving skills. Perhaps this stems from the ego that all Boomers share: Boomers see themselves as autonomous, strong individuals, able to perceive a situation in their own way, and yet still be open-minded and flexible, separating themselves from their rigid, elders who are set in their ways.

All Boomers are perpetual students. Learning and growing not only keeps them connected and relevant, but it further separates them from the stigma of what it means to be old.

A Life Crisis
Sara tells us right away that she is in the midst of a life crisis. As a conservator her possibilities for the future are to have her own studio or work in a museum— and she doesn’t want to do either. Sara is considering her options, but she is very concerned about her finances. Sara laughs as she admits she forgot to collect the husband or the trust fund somewhere along the way, thus money is definitely a concern. "It’s a little embarrassing to be this age and asking your family for a little more money," Sara says. With so many options out there for her she is happy to still be living in Austin. It is so comfortable and familiar to her, that it gives her some reassurance at time in her life when there are so many possibilities and unanswered questions.

The world of possibilities can be daunting and many Boomers crave familiarity as they sort through their options. Brands that Boomers have grown up with can connect with their need to be comforted.

Be Real
Even though Sarah is 55, she certainly doesn’t feel it. She admits that if money were no object she would get plastic surgery—on her teeth! Sarah believes that her teeth age her, so she would love to have some work done on them. Sara would also get a breast reduction and lift, blaming menopause for her recent physical changes. “Menopause was a whole new thing. It’s like going through adolescence all over again. Your hormones go crazy. You get acne. Everything, your body changes.” However, even though Sara has been told to dye her hair for professional reasons, Sarah keeps her hair naturally grey.

I think I'll leave my hair the way it is

Boomers want to look their best, but they also want to look their age. Brands that are true and don’t ‘fix themselves up’ to be something they are not can win Boomers’ respect.

14. Austin, Texas: Learning From A Teacher

2006-11-14T21:30:00.000-08:00

Starting Over
Jerry is a bi-lingual 2nd grade teacher. We meet with him in his classroom, colorfully decorated with children’s projects, books and signs. Jerry’s love of teaching is apparent and its hard to imagine him as anything but a teacher. However, Jerry’s first career was working for a telephone company, which he began right after high school. He worked there for 23 years. Eight years ago, Jerry was laid off due to company downsizing.
He was forced to start over. Look for a new job. Look for a new way. Jerry decided to go to college 25 years after high school with kids half his age. He graduated and eventually received a bi-lingual certification from Texas. Now Jerry loves what he does. But getting here was not easy. Jerry had to forget everything he ‘knew’ and s tart again.

Starting Over:
Change is never easy—especially when its forced change. Recognize the bravery, resilience and drive of Boomers as they make transitions to the next ‘thing’—whether it’s a new career, a new move or even a new adventure.

History Repeats Itself
Jerry was born and raised in Texas and has a fascinating heritage: his family is part Argentinean, Mexican, Apache Indian, and French. Although Jerry is third generation American, he talks about feeling like an immigrant at the telephone company and at college. Jerry refers to school busing when he was growing up and feeling harassed by police. Jerry has felt discriminated against professionally and socially throughout his life and his heart goes out to the immigrants in Texas.

"To me, this scapegoating the immigrants and stuff that they are doing now, to me it is like going to the past. There is some group out there that is looking for somebody to do their thing on… It is like the past coming around again. Yeah. It is hard as an educator, some of these people that are not citizens here leave early, before the end of the year, and it can be frustrating cause you are not finished with what you need to do with them. But I don’t have any answers, and there are a lot of problems."

Baby Boomers see a piece of themselves in the causes they align with-- and while they might not have the answers, they are doing what they can to help. Brands have the opportunity to join them in the fight.

A Man in a Woman’s World
Jerry talks about all of the different ways his teaching job has changed him. Not only has Jerry become more educated and well-read, but working in a traditionally female profession has greatly influenced him. “I’ve learned a lot of things, that my wife tells me that I have gotten better at, because of having worked with women... working with women I am able to express myself emotionally. I am able to get past ‘hey what is the score of the game?" But at times Jerry has felt ostracized at his work place: some women don’t accept him, aren’t very friendly and wont speak with him. Jerry witnessed discrimination when women started to work at the phone company where he used to be employed. But now, Jerry is feeling the sexism first hand.

Its a hard nut to crack:

Boomers have done a lot to break down barriers and gender norms. But it goes both ways. Men, just as women, have to fight their battles as they chase down their dreams.

Age is just a number
Jerry--like all of the other boomer’s we have spoken with-- does NOT feel his age. Jerry is 54 and feels like he is at least 10 years younger. Recently, Jerry was diagnosed with diabetes and he thought it was the end of the world. Jerry started to watch what he was eating and exercise regularly. He regained control of his body, which made him feel really good, and seemingly more youthful.

Boomers don’t want to rely on doctors. They want to take control of their own bodies. Give them the tools to do so.

Most of Jerry’s friends are 30 year olds—which helps him to feel younger. He feels that his interests are more closely related to those of younger people. Jerry echoes what many other Boomers have told us. Relating to and connecting with younger people helps Boomers to feel relevant, connected, and of course—young.

Age can be tied to the company you keep. Make your brand feel young but attainable to Boomers so that its something they too want to spend time with.

Fail is a four letter word
The best part of Jerry’s life is his sons. Having struggled early on, Jerry is so proud of what they have accomplished—each of them with a college education and a bright future. Jerry hasn’t really thought about his future and retirement but his wife tells him that he would go crazy out of boredom if he retired. Jerry laughs as he says that she is right. “There is an artistic side of me, maybe I would do something with that. Maybe do some volunteer work. I don’t know… I’d probably travel too, ” Jerry says as he thinks about the future. Then seemingly out of nowhere Jerry tells us he has written a book and wants to get it published.

I feel that I can contribute to someone who can use what I do

The word failure is not in the boomer vocabulary. Recognize the Boomer power and self-reliance. It’s truly incredible.

Boomer-isms
The conversation about dreams, reminds Jerry of an email forward he received and filled out just the other day. Its one of those ‘getting to know you’ forwards, in which people answer several questions about themselves, their interests, their values, etc… and then send on to another. He smiles as opens the email up, eager to share it with us. “Ah! Here it is. Four things that I would like to do before I pass away: Go to Italy and live for a while, write and get a children’s book published, sit and visit with my close friends together all at one time. See all my friends have success at whatever they want most."

A few Boomer-isms revealed: the desire to travel and experience the world, accomplishing a personal dream, bonding with those who matter most and pure altruism

13. Austin, Texas: Real Boomer Estate

2006-11-14T20:12:00.000-08:00

Debbie, Real Estate Agent
We meet Debbie at her office, a small real estate agency situated right on the lake LBJ and next to the Hula Hut—“THE place to go for Happy Hour,” Debbie tells us. Debbie is 51, slim, youthful, and very put together, wearing a colorful pink blazer that matches her bright personality. She seems as though she loves to laugh, as she does several times throughout our conversation.

Wanting it all
Debbie has had many careers throughout her life. She has taught several high school subjects, been a high school librarian and worked as a stewardess, where she met her husband, “the cute straight guy working in first class” she says laughing. However, her favorite job is her current one. Debbie loves real estate and the process of helping people to realize what they actually want in a home versus what they ‘thought’ they wanted. But, it was the flexibility of real estate that drew her to the job initially.

“I wanted something flexible… I was very involved with my kids, I was taking care of my mother… I wanted to do volunteer work and have a career as well…I wanted it all actually.”

Flexibility has been very important throughout Debbie’s life and it seems to be the common thread in all her professional choices. She talks about how her undergraduate degree prepared her to teach many different subjects and her librarian position allowed her to go back to school to get her masters. She wants to be involved in many things. She wants it all.

The only choice Boomers will make is one that lets them say ‘yes’ to having or doing it all. Consequently, a brand must ‘offer it all’ to win their hearts.

Living in the moment has its downsides
The uncertainty of real estate is the worst part of Debbie’s job. She’s never sure how much money she’ll make in a given year, and admits she worries about retirement. The expense of her daughter’s college tuition is on her mind and she feels that in the past she didn’t focus as much on retirement as much as she should have.

At some point, we lost the big picture:

Boomers have ‘lived in the moment’ their entire lives-- only now the moment has come when they have to confront the many things they have put off. Brands that speak to Boomers about ‘today’ will be listened to and heard.

Staying relevant, active and involved
Debbie loves working. “I love having a reason to get up and get going and look nice and meet people,” she says smiling. The one thing that would convince her to stop working is to spend more time with her volunteer work. She talks about volunteering through her church and other organizations and being active in the community. The charity that’s closest to her heart is The Helping Hand for Children, which helps severely abused children. She is on the board of directors and hopes to raise $700,000 for a gala event she’s organizing with other 83 other women. Listening to her speak about her volunteer-work, we can see that this charity has truly touched her heart. But there is another reason Debbie wants to continue volunteering in the future...
She believes that being active and involved keeps her young and smart. Its almost as if Debbie believes that if you keep moving, your age can’t catch up with you. Debbie’s words echo many other conversations we’ve had boomers.

I will never be still

ALWAYS REMEMBER: Boomers want to be DYNAMOS, not dinosaurs. Staying active, involved and relevant is like the fountain of youth to Boomers-- it helps them to stay young. A brand that aids them in their quest can be their anti-aging secret.

Age-Beauty Conflict
How Debbie looks affects how she feels. She mentions wanting to look nice and feel pretty several times. Debbie loves buying anti-aging products and does microdermabrasions and facials to keep her skin looking good. She pauses at the thought of plastic surgery and explains the delicate balance between going overboard and doing just enough.We can see Debbie reevaluating her standards even as she speaks to us. She admits that in the past she would never have considered plastic surgery and mocked those who did, but now she’s contemplating doing something small. Debbile believes a woman can age naturally and still be beautiful but there are a lot of beautiful younger women out there… a little botox wouldn’t be so bad—“just for this one line here” she says, pointing to her face and laughing.

I used to think Botox was goofy

Boomer women helped to coin youth culture, the sexual revolution and what is considered beautiful. Now that they are no longer a part of the very definitions they have created, they will certainly celebrate any brand that recognizes and affirms THEIR beauty.

A Personal Evolution
When thinking back over her life, Debbie realizes that she’s become a lot more assertive as she aged, which she attributes to the business world. “You have to learn how to step up,” she says. When she was younger she thought she would teach for only few years and then raise her children and volunteer—but she’s always worked. She’s also become savvier with money, which Debbie attributes to her father’s death and seeing her mother unprepared to hand the financial matters. It was a huge wakeup call to Debbie. “At that point, I think all of us, all of my sisters were like we are not going to be there. We are going to know where everything is, and who to call to talk to. I think that helps open your eyes a little bit, when you realize that you have to know what is going on.”

Baby Boomers see a huge gap between themselves and their parents’ generation. Never project them in the same light.

Finding Meaning
Looking for deeper connections and recognizing ‘what truly matters’ is something many boomers talk about. Debbie is no exception. We can see it as she talks about her volunteering and her relationships with family and friends. Debbie admits that as she’s gotten older she sought out quieter places so she can truly connect with the people she meets. This is drastically different from when she was younger. “It is more about the one on one connections. I think when you are younger it is about the fun, and maybe the noise of it all. You are not trying to make connections, you are just flitting around, but as you get older, its like that bonding that you are looking for." Debbie has also started to think about what she has accomplished and the kind of person she is.

“What will people remember me for? I want my children to remember me as the right kind of person. Did I set the right example. I want to think, I made an impact. Even in just in a little itty bitty way. In my obituary I just want it to read that she tried really hard, and she really screwed up sometimes but she loved her kids if nothing else.”

Relationships are becoming more important to boomers than ever before. Give them a forum and a reason to connect. Your brand can be the bond brings them together.

Filling the Empty Nest
Debbie tells us that younger women remind her of fun times in her past, specifically raising her daughter and the various life-stages they’ve been through. Now that her daughter is in her 20’s and living on her own, Debbie thinks this is the best time! “We have so much fun together. We love to talk and shop. I talk to her 3 to 4 times a day.” Debbie explains that she couldn’t have sent her daughter to college without a cell phone and that she visits her daughter often. She hopes her daughter will come back to Texas soon. She finds herself looking at her 15-year-old son and wanting to tell him not to graduate high school and leave her. “Don’t leave me!” She says laughing.The once far off reality of an empty nest is becoming more and more close for Debbie. She, like so many other boomers, is struggling.
The upside, Debbie says is that the energy she used to spend on her children she can now put towards professional opportunities, doing things for the greater good or even having a night out with her girlfriends.

The best part of this stage

As children leave the home and start their own lives many boomer moms are feeling no longer needed or involved. Brands have the opportunity to remind Boomer women that now is the time to give to themselves--whether that means spending time with friends, volunteering, or enjoying a little more wine.

12. South Carolina - Hot, Hot, Hot!

2006-11-09T08:28:00.000-08:00

For the next phase of our XPloring, we visited with Boomers in the Carolinas. The Carolinas are a popular destination right now for people of all ages, and Boomers are no exception. North Carolina is rapidly outpacing Florida and Arizona as the retirement destination of choice: it is projected to be ranked #1 within the next ten years. This trend jives with everything we’ve been learning about Boomers, as the Carolinas offer a more rugged and natural landscape, more active forms of entertainment, and an approach to living that is much more individualized than the uniformity of, say, a Florida retirement complex.

Wanda R. and the Cliffs -

Branching Out in Act 2

We spent most of our time at The Cliffs, an upscale gated community in the Blue Ridge Mountains, straddling the border of North and South Carolina. Though not specifically designated as a retirement community, the area nonetheless attracts a lot of retired and semi-retired Boomers. The community offers state-of-the-art fitness facilities (dubbed ‘wellness centers’ – a reflection of the lifestyle many Boomers are embracing), weekly community hikes on several nature trails, cooking classes, boating facilities, and a variety of other outlets for Boomers’ newfound energy and interests. The scenery there is beautiful, and each home is custom built. Wanda Reed, a real estate agent who is independently contracted by the Cliffs and a Boomer herself, feels that Boomers deserve this kind of lavish lifestyle after working hard all their lives. She refers to this stage of life as ‘Act 2,’ confirming what we have already learned thus far: Boomers hate the word ‘retirement.’

After years of long hours and hard work, Boomers feel that they deserve to live well. Whatever adventure they choose to take on, they want to do it in style.

Wanda also cites the careful and respectful planning of the community as a major draw for Boomers. The neighborhoods have been laid out with consideration for the area’s natural resources: rather than clearing out plots of land in order to ‘start over’ and build, houses are nestled in among the trees as inconspicuously as possible. Architectural guidelines have been set to ensure that the buildings blend in with the area’s natural surroundings, and residents are encouraged to take advantage of local lakes, mountains and hiking trails. This approach to living is attractive to environmentally aware Boomers. (Almost everyone we meet brings this up in conversation. I suspect that despite the Cliffs’ environmentally friendly approach, these residents might be feeling just a bit of guilt about developing this land. No surprise really, considering the values many Boomers touted in their youth. This method of ‘earth-friendly’ development seems to be a kind of compromise.)

The Cliffs also has its own organic farm and vineyard, in response not only to Boomers’ concerns about wellness but also their interest in sustainability. In supporting local industry and preserving the community’s natural beauty, the Cliffs offers Boomers the whole package, presenting a consistent and holistic image of health – not just for the individual but for the earth and the community - that acknowledges and embraces what’s important to Boomers.

Boomers have always been adept at reconciling seemingly opposing sets of values, and today they continue to craft cohesive identities from their varying life experiences.

Pam L. - The Alpha Woman

Pam was in finance with GE for 25 years. Now she runs her own spa out of her home in The Cliffs. Originally she’d opened the spa a few miles away, but she’s found it’s just easier for her clients to come to her home – since most of them are from the Cliffs anyway. So she’s making up the rules as she goes along.
Pam is cherishing this opportunity to do something that makes other people feel good. Looking back at her time with GE, she remembers making a lot of hard decisions in her day to day, delivering news that wasn’t always good. Though she enjoys this job much more, she also recognizes what corporate America HAS done for her. GE afforded her a generous early retirement package and opportunities to pursue other interests while still earning income. Her time there also gave her a drive and determination she feels she might not have had otherwise.

Though many Boomers are making changes in their careers, they still value their previous experiences, because they’ve made them who they are. Let’s be mindful of all the stages that have contributed to their lives.

Pam is a bundle of energy. On the day we met with her, she’d had major dental surgery and was clearly still uncomfortable – but when we offered to reschedule, she wouldn’t hear of it. Pam gives her all to everything she does, and she honors her commitments. When she’s not working in her spa, she’s channeling her drive and determination into sports – pretty much every sport imaginable, actually. Her friend Kathy, who talks with us later, calls Pam “the Alpha Dog” of the neighborhood. If this seems like a strange moniker for a woman in her 60s, you haven’t met Pam. Not only is her skin glowing (the perks of owning a spa!) but she is thin and muscular, alive with an undercurrent of energy that shows most clearly when she talks to us about marathons, tennis, boating, biking, golfing. . .you get it. This seems to be an extension of hobbies she and her husband developed when they worked for GE – and now that they have time, they are fine-tuning their skills.

Pam's garage, stocked with the tools for adventure.

Boomers have a can-do attitude: if they can do it, they will! And there’s no time like the present to dive into new hobbies or keep developing old ones that they didn’t have time for before.

Pam values her newfound time with friends and the relationships she develops – but it’s clear that she prefers to interact on a one-to-one, more intimate level. Pam, like many Boomers, is enjoying the freedom to pick and choose when they will participate in group activities. Pam laughingly discusses her aversion to structure, her need for freedom and authenticity in her relationships. The Garden Club here, she tells us, starts every meeting by reading Robert’s Rules of Order. This is just not for her. In fact it seems fairly intuitive – it makes total sense that someone who spent her entire life thus far adhering to rules and procedures would embrace a bit of freeform individuality. This is refreshing to see – so often we hear that the adjustment to so much free time can be daunting, even depressing, but the Boomers we speak to seem to have no end of solo and unstructured activities to pursue. Maybe it’s not so scary after all.

Boomers are enjoying spending time together, now more than ever. How can we enrich that time?

Ken and Jean J. - Continuing to Explore

Ken has always loved musicals. Jean has always enjoyed tennis. And they have very different opinions about long car trips. Now that they’re retired. . .none of that has changed. Throughout their marriage, Ken and Jean have valued their individuality and pursued independent interests. What has changed, says Ken, is the amount of pressure on both of them.

The freedom to have separate hobbies

Ken has used some of the extra time afforded by retirement to delve more deeply into his own spirituality. Ken and Jean both grew up in religious homes, and they have gone to church together for the majority of their married lives. Now that he’s doing some investigating of his own, Ken says he’s leaning a little ‘more left’ than he used to.

Defining personal spirituality

In more ways than one, Boomers are now taking time to figure out what life means for them. They are throwing off the status quo in order to achieve the greater good of understanding their beliefs and the world as it pertains to them.

Kathy and Jack A. - Old Starts at 70

Here it is again. . .Boomers don’t feel like they’re aging. That’s still way down the road.

When Boomers feel healthy and active, it's hard for them to think about "aging." These self-perceptions just don't mix.

After retiring fairly young from lucrative jobs, Jack and Kathy recently bought a multi-million dollar house on a beautiful lot with a gorgeous view – but since the house is on top of a mountain, there’s not much space for ‘play.’ Two months after moving in, they decided to sell the house and develop a lot on a nearby lake so they could boat, swim, and enjoy the outdoors. To them, starting all over is worth it so they can do more than just enjoy the view.

It’s all about doing. As we all know, Boomers want to do more than sit on the porch and take in the view – no matter how pretty it is.

Jack and Kathy are using their resources to ‘spoil’ their family members – not just themselves. They are rarely without houseguests on the weekends, and to them, their home is just another way to connect with the people they love. Their door is always open.

There’s more than one way to share your retirement savings with the people you love. Boomers take pleasure and pride in using their resources to entertain loved ones and make them more comfortable.

11. Los Angeles, California: The Coach of Your Life

2006-10-30T22:48:00.000-08:00

An Age of Self-Acceptance
Cait is a single mom of two grown boys living in Southern California. She works in Human Resources, a job she loves. She’s also working on the side to become a life coach and fulfill her dream of helping battered women get back on their feet. In other words, she’s getting ready for her Second Act.

It’s interesting, and maybe not coincidental, that she, like Deb the founder of the school mentor program wants to do the kind of work in which you help “get someone to the next level of where they want to be.” It may be an L.A. thing, but it is also a Boomer thing: the belief in self-actualization is so strong that they want to achieve their full potential by helping others achieve theirs.

I’m comfortable with who I am.

Boomers are way beyond the insecurities of youth. Brands need to approach them with the same authenticity and powerful personalities that they themselves project.

10. Santa Monica, California: The New Face Of Inspiration

2006-10-30T19:35:00.001-08:00

Finding Meaning by Inspiring Others
Unlike their parents’ generation, Baby Boomers have been highly involved in their children’s school lives. Few parents are more involved than Deb S. who founded a mentoring program at her children’s elementary school that brings adults, especially parents, into the school to provide enrichment. It started when Deb approached the school about leading a poetry-writing workshop and has grown to include parents reading to kids, teaching gym class, gardening and more. It’s a very Baby Boomer-ish idea: identify your passions, whatever they may be, and then share them with others.

Like so many in L.A., Deb started out in the entertainment business. But after having her first child, her priorities changed. The movie business seemed “frivolous” in comparison to the important project of educating children. It’s not just that Deb wanted to do good in the world; she wanted to FEEL good about what SHE was doing. That’s a very Baby Boomer motivation. Deb stayed with the mentoring program and grew it because she finds satisfaction in that role of inspiring others.

Boomers want to share their own passions while doing good. Cause marketing will work better if it gives Boomers a way to share their passion with others (case in point: Livestrong bracelets)

Idealism Is Not Dead: It’s Just Smaller
Deb was an idealist in her youth -- she campaigned for Robert Kennedy. Today, she feels more serious, and less idealistic politically. She explains how her idealism has shifted from a national to local purview.

Idealism on a local level.

You’ve heard a million times that Boomers distrust authority, especially the government. That means that they’ve had to place their trust in themselves and those they know personally. Brands could benefit by making their presence felt on a more local level.

Build credibility with Boomers by making your brand a familiar face in their local communities… think about supporting local events and causes.

9. West Hollywood, California: Wine & Spirit

2006-10-28T00:37:00.000-07:00

The Ultimate Baby Boomer!
There was a commonality to the people we spoke to in L.A.: all are “do-ers,” people who don’t just dream but actually make the great leap and do something different. No one better epitomizes that quality than Stacie H. Stacie has been a hair stylist, dancer, reporter, radio personality, documentary filmmaker, production company owner, and is now a wine steward who kayaks and boogie boards in her free time.

Envisioning the Goal
So many Boomers dream of being entrepreneurs or starting new endeavors like Stacie has. But look how much she has actually done! We wanted to understand what makes Stacie a “do-er?” It starts with her belief system. Stacie believes in the power of visualization: if you envision what you want it, you will be drawn to it. She says that now she is getting more positive feedback and support than ever before in her life.

Confronting Your Fears
In addition, Stacie says she “did a lot out of fear. I was afraid so I tried it. And I thought that if I tried it, then I wouldn’t be afraid anymore.” Wow. Most of us avoid the things we fear. Stacie actually dives right into the things she fears!

Doing What You Love
Like many Boomers, Stacie was forced to reevaluate her life as a result of a crisis. In her case, her 15-year marriage ended in a painful divorce. Devastated and embarrassed by the divorce, Stacie looked for something to give her life new direction. She found the answer thumbing through a UCLA catalogue. She signed up for a demanding certification course and gradually built a new life for herself as a wine steward, going from intern to part owner of a West Hollywood wine shop, judging wine competitions, and producing events at a cultural center in Napa.

One part is identifying what you really enjoy. Another part is trying it out. Stacie is a huge advocate of education for Boomers to get a taste of what is really involved in following a passion.

Education is the key to following your dreams

Empower Boomers to try out new things through education, whether formal or informal.

Boomer Activism Will Rise Again
We’ve interviewed about a dozen Boomers now and we’ve asked all of them about the activism they demonstrated in their youths. Many have said they miss the activist spirit of their generation. Stacie thinks there is more to come. The Boomers have changed everything they’ve touched and the nation has been forced to respond since there are so damn many of them. Stacie makes a strong case for the possibility that Boomers will change the way the elderly are viewed in this country and at the same time live up to the promise of their youth to make the world a better place.

Crushing the Stereotypes

Legacy to Boomers is about more than taking care of their own; it’s about making the world a better place in some way. Companies can earn their respect by doing the same.

Stacie was our final interview after a fast-paced, incredibly diverse three days in L.A. She articulated so many thoughts perfectly, shedding light on not just her own life but the lives of others we had met. She offered us the perfect closing thought for our visit:

Boomers are only getting started. The future is a long way off for them. When they were 20, they couldn’t imagine 50. Now at 50, they can’t imagine 70. We’ll all just have to wait and see.

“We are just getting going, with new careers, with new ideas, with new passions, with new life. I couldn’t talk about ten years from now at all. I have no idea. No more than I could when I was 20. I don’t know if that is good or bad, but that is the definition of the people that you met."

8. Hollywood, California: 15 minutes of Fame

2006-10-27T22:47:00.000-07:00

The Substance of Boomer Life
Janet D. is the embodiment of Baby Boomer passion. She’s passionate about her work, her husband, her kids, her community. She exudes that passion when she talks to us. A 45 year old casting agent in L.A., Janet works mainly on the kind of primetime dramas that have rated highly among Baby Boomers (e.g., The Practice, Law and Order, Boston Public, Alias). Janet gave us some perspective on the appeal of these shows, especially versus some of the reality shows so popular with younger people today. The unifying characteristic of the dramas she has worked on is that they are all focused on issues. They’re not just entertainment; they provoke thought. And Boomers like that.

Issue-Driven Entertainment

Boomers have always rallied around issues and poured themselves into making meaning of their own lives; they want to be provoked in their entertainment...

A Mid-Life Look at the Meaning of Life
Janet brings up the idea of the midlife crisis again. Both she and her husband have pretty intense careers. She references “the treadmill” they must stay on to maintain their lifestyle. But now she is now looking to “slow life down” and “get back to basics.” She revisits the choice so many upper-middle class women make: whether to stay home with the kids or work. She loves her work. At the same time, the years are flying by. Given that she has chosen to keep working, she feels that her work must be that much more significant. She wants to work on shows she can feel proud of, that make a positive contribution to American culture.
She’s definitely taking inventory now, looking back on the past two decades and looking ahead to the next. She says she has no regrets. She’s lived her life in stages evolving from aspiring actor to a carefree wife traveling the world with her husband to business-owner to working mother. It’s her role as mother that is most rewarding.

Midlife is a time to reevaluate.

Growing Older With the Kids

The challenge will be getting off the treadmill and still giving her kids all she wants to. It will take ingenuity to figure it out, something Janet has no shortage of. Just before we leave, she tells us she’s been putting together a demo-tape: she wants to start a “secret career on the side” doing voice-overs.

Starting over is second nature for Boomers.

7. Newport Beach, California: Competitive Surfer-Dudette

2006-10-27T08:17:00.000-07:00

Kim AKA Danger Woman: Competitive Surfer-Dudette

Kim's Belief System: Through Sheer Determination, All Things Are Possible
Kim (46) embodies her belief in every inch of her body. She is a feisty dynamo! And she had to be as she grew up with three brothers who teased her unmercifully and then she entered the very male, very competitive world of surfing at the age of 30.

Living A Dream
Kim grew up in Lahabra Heights which is about 20 miles inland from the ocean. When she was 6 years old she saw surfing on TV and that was it; “I was going to do that no mater what.” And boy, did she! Since her family lived inland she couldn’t start surfing until the age of 16. Then she decided to compete and began winning; she is an 11-time USA Champion, a 6-time West Coast Champion, the 2002 Women’s World Longboard Champion and last year she was inducted into the Surfing Walk of Fame prominently featured on Huntington Beach. She now owns and operates her own surfing school; Surf City Suring Lessons which she began in 1995. “I will surf all my life until the day I die … or die surfing whichever comes first.”
Kim feels surfing teaches you how to give up control. Interesting, since Boomers are all about control that many are pursuing a sport that makes them have to give it up.

Maybe after a lifetime of controlling things, all Boomers really want is to be able to trust something enough that they no longer have a need to control it.

Check out Kim surfing!

Getting Left Behind
One of the most notable ways that Boomers begin to feel that they are aging is when the younger generation begins to surpass them. This is true in the business as well as in the surfing arena. Kim is much more generous about this issue than most Boomers because of her perspecitve on life and time. Her eyes sparkle as she embraces where she is in her life compared to younger surfers. She may not be able to compete like she used to, but what she and younger female surfers have in common is living the dream. Kim helps to inspire, motivate and teach younger women to so precisely that. Plus, Kim can still ride the ultimate waves.

Live the dream

Starting Over At 46
Kim got married at the age of 19 and immediately had 3 kids who are all grown. Like most married Boomers, Kim revaluated her relationship with her husband and felt they had grown too much apart. So, after 25 years of marriage she and her husband separated last July. Although it is one of her biggest disappointments, she has no regrets.

“There was no right and no wrong. I don’t regret a single time we had together, a beautiful, beautiful life. Just our paths were changing and going in different ways, but you have to live from your own heart. I am not going to fake it, never faked it in my life and I’m not going to start now.”

Boomers feel strongly about being authentic. Make sure your brand feels true.

Kim is alone for the first time since she was 19 and now suddenly she has to make a living on her own. She wanted to live her philosophy and so she asked herself; “If I could do anything in the world, what would it be?” And she decided that what she enjoyed most was painting and writing. She’s had two art shows that were very successful and is also trying to get some of her short stories published.

One of Kim's paintings:
Big Dreams
We asked Kim what she was looking forward to most and she answered; “Having my own island. My own beach. My own break. I am going to buy my own island. That is my ultimate goal. Always has been, always will be. And I always get what I want.”

Reinforcing the fact that for Boomers NOTHING IS IMPOSSIBLE.

6. Beverly Hills, California: Pole Dancing Queen

2006-10-27T06:46:00.000-07:00

The first thing you notice about Kip is her boundless energy. Kip is 59 years old and clearly fighting off every year of it. She keeps herself in incredible shape (she weighed 115 when she was 18 and has allowed herself a 10 pound margin her entire life) and has had plastic surgery to her face, probably several times. The thing she hates the most about this stage of her life is her sagging skin, particularly on her body since she can’t control it.

Being single gets harder
Kip was married twice but is currently single. She is dating a few men who she has met on Match.com and J-date. Even though she looks amazing for her age it isn’t easy.“It’s brutal at my age. I tell them I am 50 or they wouldn’t even look at me. The field is slim and men have a larger range of dating on the dating chain. For a woman there is a respectable age that she can date down. So there is just a small range of qualified people.” Although the feelings of love don’t change with age, the needs change; “I have been married a couple of times. I’ve raised my kids. I’m not looking to fulfill any needs, I am just looking for an attractive, worthwhile, fit male partner. A playmate.”

As Boomers age they begin to feel invisible. Women in particular feel this more acutely since society is less forgiving of the female aging process. Making Boomer women feel ‘noticed’ and beautiful will help brands connect with her.

Pole Dancing at 59!
Three years ago Kip took up a new sport.. pole dancing. A physically demanding sport at any age but at the age of 59 is simply amazing, and certainly defying the aging process. The reason Kip likes pole dancing provides more insight; “It makes you feel like a sex goddess, you feel potent in terms of your femininity and your power as a woman. And there is a physical sexual equation where you leave classes and walk around the street with a different step. It has shown me how fabulous we are as female creatures.”

This reflects the need for Boomer women to not only feel beautiful but to feel sexually attractive as well.

Take a look at Kip Pole dancing

Kip also likes the fact that pole dancing has kept her current with the music of today;

“Well, there aren’t too many women my age that are exposed to music from Freak-a-leak and Dr. Dre and Bjork. It gives me additional color and gives me insight into the street. It puts me more in step with the current generation and that is one more way to remain young and a part of things and involved and I’m loving it!”

Don’t assume Boomers are only interested in The Beatles and The Stones... they want to stay with the times so they can feel young and relevant.

Redefining Retirement
Kip began her career as a cosmetic spokesperson traveling with the likes of Jean Shrimpton and Twiggy. She came to LA to become a dancer and an actress. She got sidelined with marriage and kids at the age of 17 and then went into PR specializing in beauty and fashion. She has owned her own PR agency for the last 30 years and is incredibly successful.

“I have a fabulous little staff and a beautiful game that I call my own. I live on Robertson Blvd which is very much the ‘it’ street right now. Everyday the paparazzi are there, or Lindsay Lohan is crashing her car.” And retirement isn’t exactly retirement; “I see myself selling my business to my employees and getting a big check. After I do that I’ll sort of show up, looking over their shoulders, checking on morale, being the Wizard of Oz, the little old women with the harlequin glasses that listens in on their conversations.”

The need for control even effects the way Boomers plan on retiring. They just can’t give it up. They need to have their hands in it, pulling the strings like the Wizard of Oz.

Being Interested and Interesting
Kip spoke to us about growing up in the 60’s and how Boomers felt that they had to be responsible for writing their own memoirs; “You needed to live your life as if you were going to be responsible for having a colorful life and shaping your memoirs.” Which provides some clue as to why Boomers have to do everything differently. Whatever they do they have to put their own spin on it and it can’t be ‘normal’ because that would just be way too boring.
I asked Kip what she saw herself doing in the next 30 years and she said; “I plan to get really eccentric. Maybe when I’m 65 my hair will be all white and spiky and I’ll have red harlequin glasses or something. I want to be interested and interesting.”

Boomers HAVE to be different. Make sure your brand communications reflects their unique, quirkiness and DON’T make them look ordinary.

Boomers have ATTITUDE!
Check out the video, but caution… some strong language.

5. Malibu, California: Multi-Millionaire Extraordinaire

2006-10-26T19:34:00.000-07:00

When you meet John H. (58) you would assume he’s a regular guy with a regular job… not a multi-millionaire with three homes in Malibu, two on the bluffs next to Julia Robert’s and John Carson’s houses.

Needless to say John was the most successful Boomer we’ve met so far. And as typical for most Boomers, John has had many career iterations before landing on what makes him happy. He studied math in college but decided it was too lonely. He met the Dean of Stanford’s law program and was really impressed with him “and I just switched, you know? I don’t have any further explanation than that.” He practiced law in Washington for 12 years and then got into the cellular telephone business. He gave his practice to his partners and started a telecommunications company which was a successful venture for him. He began buying broadcast companies, radio and TV, and eventually built a media company. He still has wireless properties and has also bought a composite material company for the automobile industry as well as a few others.

Whew! I’m exhausted just thinking about it!

Surfing - the key to his success
When you ask John what he’s most passionate about he doesn’t miss a beat.. “the ocean and surfing”. He bought the homes on the bluffs so he could surf EVERY DAY. Unfortunately, he can’t surf the way he used to because “your reaction time slows down as you get older”. But he plans on surfing until the very end. It was surfing that taught John a life lesson that he believes is the reason for his success in business.

Surfing life lesson

Surfing is a huge attraction for Boomers, many are just starting to take it up at this point of their lives. I asked John why he thought surfing had such a strong Boomer following; “Well, there’s a current of rebellion in surfing. An undercurrent of being an individual, being individualistic, swimming against the grain. Even if you’re not.”

Boomers like to be seen as ‘swimming against the grain’, the counter-culture. Reflecting this rebellious nature back to them will help them feel like you’re the brand for them.

Control of the mind
Echoing most of the other Boomers, John believes the top health concern of Boomers is retaining their mental acuity; “You wanna talk about the thing that probably freaks out baby boomers the most? It’s losing your mental capacity. Which is the key thing, the scariest thing in my generation I think because you lose control.. you lose control of your life.”

Make sure you give Boomers as much control as possible in every aspect of your product and communications.

Giving back more than they think
Like many of the Boomers we spoke to, John feels let down by his generation.

“I just think the baby boomer generation has so totally blown it. Our parents generation was an unbelievably creative and productive generation, and I think that we, by large, have been incredibly selfish. We had the opportunity to make the world a better place and we made it worse. I think we had a generation with huge potential and we just didn’t achieve it. We got very selfish along the way. We were all very career oriented, maybe at times beyond what we should have been. I mean this was a generation that was supposed to change the world, right? I think we got tremendously side-tracked.”

When we started our Boomer XPloring journey, I think we would have agreed with John. But upon closer examination, you begin to notice that each one of the Boomers we met IS doing something. Maybe not in a global way but in a smaller, local, more community-based way. John for example started the foundation ‘Surf-Rider’ in Malibu many years ago, a non-profit environmental organization dedicated to protecting oceans and beaches. He also bought a failing company that was developing biodegradable, natural fibers because he believed in it. He charted a jet, put a couple of people that worked for him on it and nursed the company back to health. As with everything John does, the company was a success and he is now building the next one. But somehow John (and the other Boomers we met) doesn’t think this is enough.

Transform their feelings of ‘not living up to their potential’ by highlighting the things they ARE doing that are making or have made a difference.

Retirement? Are you kidding me!
When you ask John about retirement you feel like you just said a four letter word. It’s the farthest thing from his mind and he’d like to keep it that way. John has no interest in retiring for two reasons; he’s having way too much fun doing what he’s doing and he believes that working is what keeps you young.

John’s view of retirement

The majority of Boomers are not planning on retiring. Although there are a variety of reasons, one particular motivation seems to be consistent; the need to stay young and relevant.

4. Irvine, California: Reinvention Goes A Long Way

2006-10-26T17:09:00.000-07:00

Bill, 46 years old, is quiet and thought provoking. He grew up in Indiana and then moved to Portland to work with Intel for 15 years. He and his partner moved to Los Angeles, bought a house and then shortly after that split up. He has been in a new, solid relationship for the last 8 years with his partner, Bruce.

Aligning career with authenticity
When Bill moved to LA, he got a job in the same industry he had been in for the last 15 years. That career had been very good to him and he was making a six figure salary. But after 3 years he realized he ‘hated it’ and decided to do something different, something that was more closely aligned with who he was. Given that Bill is a care-taker by nature he decided he wanted to be a nurse.

Making a difficult choice:

Boomers spent their youth chasing the golden ring. But now, given a choice between money and happiness, happiness most likely will win. Offering financial success for the sake of money alone will not be motivating to them.

Retirement – NO WAY!
Almost every Boomer we’ve spoken to does not plan on retiring, at least not in the traditional sense of the word. Bill is no exception. But what’s interesting is that for each person, the reason they don’t plan on retiring is different. For Bill it has a lot to do with his sense of identity, getting ‘stroked’ and giving back.

Not retiring, in Bill’s words:

Changing the world … goes local and more meaningful
Making a difference was always the rallying cry of Boomers in their youth. And many of the Boomers we spoke to felt that their generation was not living up to their ideals and goals. But on closer examination, each one of them is doing something in a smaller way to make a difference. I think Bill put it succinctly; “I went down to Mexico to do the Health Development work, it was very eye opening to me because I always felt I had to go somewhere, do some grand gesture and feel like I had to change the world somehow and it was a very good lesson for me to realize that really it is a tight circle around you and it is what you do with that that makes a difference.” Bill is now making a difference by nursing people back to health.

‘Doing good’ is something Bill also looks for when selecting brands. One of his favorite brands is Starbucks. Is it one of his favorites brands because they have the best coffee? NO. Because; “I just like what they’re about. They are people oriented. They are good to their people. And, they are fair to the people they buy from.”

Brands that hope to succeed with Boomers need to be mindful of ‘doing good’ in all aspects of their business and let Boomers know about it so they can feel good about their choice.

Fear of losing mental control
One of the concerns we hear over and over again is Boomers fear of losing their mental capabilities. It could be because they’re beginning to see their parents' forgetfulness or from all the news on Alzheimer’s or simply because Boomers fear anything that takes them out of the drivers seat, or a combination of all of these.

“My biggest fear about aging is losing control, more mentally than physically. If you are a very active participant in your life, you tend to take control over situations and you are really out here and being in your life and the thought of not being able to do that is scary and sad and not the way that you want to be.”

Anything that promises Boomers a way to retain their mental capabilities is a guaranteed gigantic success.

Appreciating the benefits of aging
Although youthfulness offers firm skin and tight bodies, aging has something that is often perceived as more valuable to Boomers… confidence, wisdom, experience and a sense of knowing who you are.

“I think that the best part about this stage of my life is what I know and understanding how I’ve learned it. I know it because I’ve lived it and went through it so you don’t make the same bad mistakes the second time around. The bad thing is that we have a very youth-obsessed culture. I think I have gained a lot of wisdom or done a lot of things and that is more valuable than having a 20 year old body.”

There’s a huge opportunity for advertising to change our ‘youth-obsessed’ culture by focusing on the more valuable benefits of aging, thereby, connecting with Boomers as the Brand that understands them.

3. Baltimore MD: Yoga Savant

2006-10-23T11:53:00.000-07:00

Yoga and the Mid-Life Crisis
When you meet Patty Q, you can’t believe this is what 50 looks like. She is strikingly attractive, incredibly fit, and full of energy. Patty knows how good she looks – she must hear it all the time -- and credits it to a healthy lifestyle.

Patty lives in Baltimore, MD, works part-time in a boutique, is mother of three – the youngest is still in high school, has been married for 26 years, and is a yoga instructor. I’m intrigued to understand the appeal of yoga since so many of the Boomer women we’ve spoken to have taken it up. Patty says,

“Yoga is not just about poses on a mat and getting fit. It’s a lifestyle. It’s how you eat and how you conduct yourself on the planet… Yoga is a great mid-life thing.”

It’s that mid-life thing again! If Boomers like to play the game of, “I’ve still got half my life ahead of me and I think I’ll live to 100,” then 50 is mid-life. Time for a crisis. For Patty, the mid-life crisis was averted. However, the beginnings were there:

The Signs of A Mid-Life Crisis

As Boomers reach mid-life, they are taking stock of everything: relationships, work, their own identities. As they redefine, it’s likely they will be receptive to incorporating new brands into their lives and swapping out old ones.

The thing about yoga is that it is a philosophy, as much about the mind as it is the body. Like so many of the Boomers we’ve spoken to, Patty says she is not into organized religion although she considers herself very spiritual. I think this is part of the appeal of yoga. It is a healthy means for seeking self-enlightenment. That’s what Patty and a lot of the Boomers seem to be focused on now: making their lives the best they can be. Patty’s parents are still living, but her father has Alzheimer’s disease, the fate all Boomers dread. Patty is living for today and tomorrow.

The Golden Years Are Now

Spirituality for Boomers is about making the most of what they’ve got. While few like to admit it, they won’t always be this physically or mentally able.

2. Carmel, NY: Boomer Psychology 101

2006-09-03T14:12:00.000-07:00

Dr. Jeffrey Simon is a psychologist. Since most people go into therapy to resolve issues, we felt Dr. Simon could provide some insight into some of the most common challenges facing Boomers. He is also a Boomer himself.

We met Dr. Simon at his office in Carmel, NY. He is a very fit 54 year old with a shaved head and piercing blue eyes. His demeanor is confident, like many of the Boomers we met, and he is extremely articulate.

Embracing the Possibilities
Echoing what Dorothy (the career coach) told us. Dr. Simon said that one of the key issues facing Boomers today was corporate downsizing. Boomers are the ‘low hanging fruit’ since they tend to be earning the highest salaries in most organizations. He said some go through this life change gracefully while others do not. Those that do not tend to feel angry, betrayed and experience low self esteem. He felt this was largely due to their perception that the situation has left them without any choices. What ultimately makes them ‘feel better’ is when they realize they DO have choices and they are in control.

For the first time in their lives Boomers’ are feeling ‘dispensable’ which affects their self-esteem ... it’s important to make them feel like they matter.

The Numbers Game
The concern about aging came up very quickly, as it does in each of our interviews. An amusing thing we noticed is that many Boomers play a numbers game with their age... they double it to make sure they aren’t over the ‘half way’ mark yet. So if they are 50 years old they can tell themselves they still have half of their life ahead of them (they assume they’ll live to be at least 100!). Dr. Simon does this as well. “In my 40s and the first half of my 50s I certainly led my life in the denial that it was going to end. Yeah, I’ll do that tomorrow. I don’t need to deal with the gym because I have plenty of time to go to the gym. I’ll stop eating Hostess cookies next year. But now I’m aware there is a number I can’t add to my current age and get away with it. I’m going to live to 116? I don’t think so.”

Boomers’ ability to commit to healthy food and a healthy lifestyle is likely to increase as they get to an age (52-ish) where they can no longer ‘’feasibly’ double it.

Mirror Mirror on the Wall
Dr. Simon told us the worst part of aging for him was the aches and pains he feels when he out of bed. We asked him if he would ever consider getting plastic surgery; “I wanted to but at some point you go past the fail safe point and there’s no longer a reason to do it … and besides I kind of like the way I look now.”

Although most Boomers would like to look younger, many are actually beginning to like their new ‘older’ self … an opportunity to make ‘graceful aging’ the new icon of beauty.

Rebel With A Cause
US politics is something Dr. Simon feels very strongly about. He believes the Boomer generation was very anti-establishment in behavior and attitude, unlike the later generations, because they grew up in times of much turmoil. He regrets he does not see more of it now in his peers. “We were going to change the world.. well I don’t see the world as any different. I wonder what happened to the other people in line with me. But I’m not out their demonstrating either.”

He is also very upset with the direction the country is currently taking and has even considered moving to Europe. “At this point I feel jaded. I wonder how much influence I have. Why are we burning the level of fossil fuels that we are if there was an electric car designed 20 years ago? Somebody didn’t want it to happen because it was bad for their pocket. There are a lot of things about this country that I didn’t like when I was out in the streets in the 60s and 70s that I keep coming back to.”

Boomers may no longer be demonstrating, but they still don’t trust the government or any kind of authority, suggesting it is better not to appear ‘authoritative’.

Change Leads to Growth
Dr. Simon began his career in hotel administration which he didn’t enjoy and went on to get a PHD in psychology. He did patient work and then went into the management end.

“There was a time earlier in my career when clinical work used to put gas in my tank. Then it became ho-hum. Then I went into management and that became ho-hum. Increasingly, I feel a longing to do something else. Maybe I will open a restaurant. I have the time and the intellectual curiosity – why not scale the mountain?”

Boomers never stop challenging themselves. Make sure your brand evolves as well so it’s not seen as ‘ho-hum’.

1. New York City: Career Coaching and Learning

2006-09-01T15:08:00.000-07:00

Baby Boomer Xploring begins!

We started with an expert interview. Dorothy is a 59-year old career coach in New York City. Many of Dorothy’s clients are Boomers -- more often women than men, as we learned. One of the first Baby Boomers, Dorothy is a real child of the 1960’s. She left college to do humanitarian work and said her values have guided all of her career choices from professional dancer to recruiter to career coach.

“All along in my career, somehow, even though I figured out how to make money, I have figured out, how can I make an impact on people’s lives? How can I still make it okay for me that I’m not just in business for pure financial gain? I could never do that.”

Baby Boomers want to feel like they are doing good. Give them opportunities or just connect the dots for them.

It’s Hard to Leave the Comfort Zone of the Corporate World.
The biggest challenge Boomers face when making a change is overcoming their fears of setting their own vision. No matter how experienced, competent, and high up the ladder one is, working in a corporate environment means following someone Else's vision. When you go out on your own, you have to believe in yourself enough to follow your OWN vision. That’s scary!

Marybeth is Dorothy’s client. One of the first women to take on corporate America, she spent her career trying to make it to the top. “I’ve achieved career satisfaction. I don’t feel the need to strive upwards anymore,” she tells us. Now, Marybeth is trying to figure out what she does want to do. She’s been considering jobs like yoga instructor, image consultant, and facilitator – a wide range of options. She’s a confident woman. Her problem isn’t a lack of ideas; it’s a matter of choosing the best one to pursue… and then having the guts to do it.

“[We] are not going to retire in the traditional sense,” Marybeth says.

Help Boomers with transitions by reminding them of their strength and resilience.

No Labels
Boomers like to see themselves as unique individuals. They don’t like labels: not “aging,” not “divorced,” not “Baby Boomer.” Both of these women describe themselves as anachronistic.

Marybeth says, “I’ve never taken the traditional path...I don’t like to be labeled.”

We’re learning as we go. One thing we learned is to never utter the words, “aging Baby Boomer” in the presence of a…uh… Baby Boomer. Similarly, never ask, “How does it feel now that you’re older?” They don’t see themselves as older.

“I never feel young or old. I just feel like me.” Marybeth, NYC

Dorothy doesn’t like to use the words “aging” or “older.” In fact, she cringes when she says the word “age.” (22.22) The words are loaded with negative associations – frailty, slowing down, infirmity – yet the experience is anything but for Dorothy. Her latest goal is to study with a voice coach so she can sing at her own 60th birthday party this year.

"I am almost 60. It’s a mind blower.”
Talk to Boomers like they are as powerful as they feel.

Reinvention is about doing what you want to do today.
Baby Boomers don’t like to look too far into the future. When you think of the tumultuous, politically precarious times they’ve lived in (Vietnam, the Cold War, Terrorism), it makes sense. They are much more comfortable dealing with the here and now versus trying to prepare for the future. Mary Beth is in the process of reinventing herself for today. In ten or twenty years, she might do it all over again.

“[The future’s] gonna be what it’s gonna be, like anything else. You know I didn’t think about it a heck of a lot when I was younger either, I just I sort of, I am not completely oblivious to it – we certainly plan financially, but do I think about it? No. I think whatever happens happens. I am going to have one hell of a time when I get there.”

Boomers have always lived for today. Support their spontanaeity.

Idealism has waned over the years.
We all know this generation was shaped by the events of the 1960’s and 1970’s – Vietnam, protests, the civil rights movement. One of the things we want to get a real handle on during this Xploring is how the generation that set out to change the world has evolved. Do they still believe they can change the world? Where is their focus today?

Dorothy says that idealism wanes over time. Partly it’s due to the fact that the issues seems “almost insurmountable” today. “How can you cure AIDS? Or cancer? Or world peace? Or any of that?” she says. At the same time that the issues have evolved, so have Baby Boomers. She points to Boomers becoming focused on marriage and raising families as a turning point in their activism. “How do you still take care of your family, have a career, and still give back in some way? And so, that overt idealism was overcome by a level of responsibility for family,” she tells us.

“As you age, that idealism does wane," Dorothy tells us.

As Boomers begin new chapters in their lives, without the responsibility of raising children, they will respond to opportunities to make a difference in the world again.