I was speaking with a good friend of mine who has established a strategic new marketing firm, Age of Majority, about how the world of advertising looks at populations as they age and how their interests and needs shift. As a Baby Boomer I am fascinated about how those of us over the age of 55 are tackling life and if there might be a paradigm shift as compared to previous generations.
As it turns out, the 55+ crowd is attacking life with a new energy. It isn’t based on a sense of urgency that life is running out. Rather, we don’t want to sit on the sidelines and wait for life to run its course without us. We want to participate. We are interested in experiential living, self-improvement, and re-igniting old passions. We are auditing courses at our local colleges and universities and becoming more politically and socially engaged. The money that we have saved can now be spent on ourselves and the travel sector is one area where we are spending handsomely.
Take a look at the research and statistics at ageofmajority.com that apply to our age group. You will be astounded and realize that we are a group of people that advertisers and marketers should be focusing on now. Age of Majority calls our slice of the populations Active Agers. An Active Ager may be going through a philosophical re-awakening or may just as easily be coming to the realization that there is a lot of life to live and it is worth living with gusto. Who wants to stay on the sidelines when you can play? So wake up all you Fortune 500 companies. There is a big investment out there for you and we are waiting for you to catch up with us.