According to the celebrated editorial columnist Thomas Friedman, The Greatest Generation saved prodigiously, consumed prudently, and elevated the nation into an international economic powerhouse following World War II. On the other hand, Boomers have been profligate spenders while failing to leave the nation in better condition than the nation they inherited from their parents.
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In a previous post, I argued in favor of Generational Marketing — an approach to brand development that connects products and services to generational nostalgia, merging past with present. This approach to building brand identity and product awareness has critics. Some believe nostalgia borrows too much attention away from a product: we get caught up in an ad’s nostalgic moments and then ignore or forget the product being promoted. Some insist that nostalgia is focused on the past, and Boomers…
Continue Reading NORMAL IS SEPTEMBER TEN by Brent Green Normal is September Ten, A clear and present day, Safe and sound America, Business without delay. A day when cathedral towers Diminish everything in sight, And three thousand citizens, Still plan on lasting light. Normal is homeland security, This continent at busy peace, A rich and winding tapestry, Freedom soaring puffs of fleece. Chaos is September Eleven, Twin towers tumbling down, The American family mourning, Mostly rubble to be found. A day damned…
Continue Reading The 2011 LOHAS Forum continued a 16-year tradition by gathering thought leaders and speakers from across the green, sustainability, natural, and organic sectors. LOHAS is an acronym for Lifestyles of Health & Sustainability, a market segment representing one in five U.S. consumers—those who are passionately focused on health and fitness, the environment, natural and organic products, personal development, sustainable living, and social justice. This powerhouse conference illuminates the LOHAS market and reveals insights not otherwise accessible. The Forum delivers an…
Continue Reading An Anthropologist, Ethnobotonist and Daring Adventurer Discovers the Ethnosphere, Realizing High Hopes of a Generation Wade Davis has been compared to Indiana Jones, the intrepid fictional archeologist brought to life in cinema by co-creators Steven Spielberg and George Lucas. Several linkages ring true. Jones and Davis are both explorers of antiquity; both are audacious globetrotters; both endure monumental physical pain and emotional discomfort in gritty pursuit of extraordinary treasures. But this is where comparisons fall apart. In Spielberg’s four movies…
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“After 40 years of catering to younger consumers, advertisers and media executives are coming to a different realization: older people aren’t so bad, after all.” So goes the lead to a recent New York Times article about a marketing transformation underway. Suddenly the venerable newspaper has produced an article that unambiguously acknowledges what the marketing industry has been way-too-slow to accept: “older people,” namely Baby Boomers, are too lucrative to ignore even though over 80% of the generation has aged…
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