Lately, I’ve been reading a lot about aging boomers. I think the topic is all over the news because Ringo Starr turned 70 a few weeks ago. (Can you believe it?)
Just yesterday I read an article about Nielsen research in the online newsletter of Advertising Age that says in the decade to come my fellow boomers and I will likely rule the world as the largest demographic population and may indeed help set the trends. (As my astrologer said during my astrology reading back in January, I am a trendsetter. Yes, yes, yes. I wasn’t surprised to learn that the wine-colored Steve Madden satchel handbag I just purchased at Nordstrom is now one of the top selling handbags of the pre-season sale. What a trendsetter I am and will continue to be.)
“According to Nielsen research, baby boomers in 2010 account for approximately 38.5% of all dollars spent on consumer package goods such as diapers, toothpaste and laundry detergent.” (That’s interesting. Wonder if boomers are buying diapers for their grandkids or perhaps they are buying adult diapers? And toothpaste, hmm, hmm, hmm. I do now brush my teeth twice a day and I also floss all the time too. And I just got my two front teeth fixed with shiny new veneers. As for the laundry detergent, I do seem to still do quite a bit of laundry now that my son is back in the nest. Not that I am doing his laundry anymore. No, no, no. However, he does seem to pile up so many dirty clothes each day.)
“Nielsen research says that boomers account for 40% of customers paying for wireless services and 41% of customers paying for Apple personal computers.”(Yep, I’m one of those boomers. My mobile phone bill costs more than my land line – likely because I am paying for some of my boomlet’s mobile phone bills. Ooh, ooh, I am so with the trends – I do have an Apple personal computer and one day I’m going to take classes at the Genius bar in the Apple store and become a Genius.)
Boomers are soon going to set the television trends as well. “Nielsen says that while TV advertising was founded on reaching the demographic of consumers between the ages of 18 and 49, the median age of viewers of prime-time broadcast TV is nearing 51.” (Oh, no, I just missed the median age by a year. I really don’t watch much prime-time TV anyway. I’m too busy blogging or surfing the worldwide web on my trendy Apple computer. Okay, okay, I do watch a few favorite shows like Gossip Girl, Entourage and Mad Men. Okay, okay, I will admit I do have one other favorite reality show that I watch. Okay, okay, I’ll admit it is a Jersey show. No, it’s not the Jersey Shore, it’s Jersey Couture. I just love to see all the dresses at Diane and Co. in Freehold, NJ.)
In addition, I liked the comments from Alan Wurtzel, president of research and media development at NBC Universal. Go Alan. Go Alan. Go Alan. Alan says that “while baby boomers are leaving the demographics that have been favored by advertisers for decades, their value is actually increasing in many ways and no one has noticed it. Thanks to their wealth and the rise of new product categories, the generation could maintain importance.” (Alan, you are ABSOLUTELY CORRECT. I couldn’t agree more.)
I also agree with the statement that “old dogs can learn new tricks.” When I was at the beach this weekend I so wanted a ‘boogie board.’ Yes, I wanted to ride the waves like the kids were riding the waves with their ‘boogie boards.’ It looked like so much fun. I wanted to ask one of the kids if I could borrow his ‘boogie board” but I thought he likely would think I had flipped my lid or that I was wanting to steal it. I never had a ‘boogie board’ when I was growing up. They weren’t allowed in the waters at the NY beaches where my family vacationed.
Can I learn to ride a ‘boogie board’ at 50+? Should I learn to ride a ‘boogie board’ at 50+? Will I look like a fool? Should I go buy a ‘boogie board’ this weekend? Yes, no, no, yes. Okay, maybe…why not have some fun!
On second thought, did I tell you that I saw dolphins in the water at the Jersey shore last weekend? It was so neat to see them out in the water popping up and down with the waves. Maybe I should forget the ‘boogie board’ and just go out and boogie with the dolphins!