Our Last Car At 65? Are You Serious?
By Karen and Erica
Boomers, as a group, are wealthy. We also buy lots of pretty expensive things that younger folks can’t yet afford. Yet advertisers ignore us. Especially we Boomer women.
Why is that? And why do we care?
Apparently there are two key answers to why that is.
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A representative of a car company explained the first one. They don’t want to sell us “the last car.”
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The other? If we are seen buying something, the vast Millennial market will refuse to buy the same thing. No matter what it is. Forever.
Why do we care? Because our power as a cohort will be enhanced if we are seen for who we are. If markets begin to care, authentic pictures of us will be everywhere.
So why are companies worried that a person who is 65 or 75 will only buy one more of whatever they are selling? We expect to live for three more decades. That’s a long time to keep using the same car, or the same sound system, or the same clothes, or the same furniture, or the same anything. Especially as we are now free to make our own decisions about how we spend our time. Everyone knows that we have a long runway, and money to spend. The data would also suggest we shop. A lot. So where is this counterfactual conclusion coming from?
We have been told that branding and marketing firms are populated with younger folks who don’t really know or understand what we older folks want, so they don’t even think about selling to us. Those younger folks are our children, so we suspect they are not entirely clueless. But having said that, we also think that having us around to speak for ourselves might make sense. Perhaps those branding and marketing firms should consider hiring people in our demographic as consultants. Perhaps they might portray us as sentient beings with a lot of life left in us. What do they have to lose but profits?
And about turning off Millennials? We have no doubt that will be true if marketers show our cohort as decrepit old geezers on the brink of death. Who wants to be buying stuff used by failing humans? But what if we are shown as we are–vibrant, energetic, engaged, stylish—very much like our children, only more experienced and richer? Would the same be true? We doubt it. Our kids borrow our clothes—and our cars. They wouldn’t reject a Porsche just because we had one.
This conversation, we know, has been going on forever, but it’s more urgent now that there are about eighty million of us. Images reflect the way society sees a person, and impact the way that person sees herself. That’s why we are talking about how people who create images think about us. Or do not think about us.
Marketers are letting prejudice get in the way of facts, and profits. That’s bad for them. Because of that, we are invisible. That’s bad for us. If people really think we are buying our last car at 65 it could be a self-fulfilling prophecy.
Let’s change things. Make some noise. Say something—with our voices and with our pocketbooks. Let’s make those marketers change their bad old ways. Everyone wins if they do.
Spot on! So tired of advertisers and marketers who just dont get it! Wake up and get yourselves some fresh data about our economic power, as well as a a stop in at Diversity Equality and Includion training. Ageism is a form of discrimination. It is real and uncalled for. If we can work, travel and spend well into our 80’s, marketers are missingviut on a lot of sales. Iris Apfel just turned 100 and is a fashion icon. I don’t see anyone criticising Warren Buffet….
Here, here! Speak loudly and proudly, my elegant older sisters. I DO pay attention to what you are buying, wearing, and even how you do your hair. I hope to one day be that older, beautiful, and more wealthy version of my current self and look to you to show me how to do it well.
The shadow board is interesting; noted as a trend from Wunderman Thompson, yet with Gen-Zers. A shadow board of retired Boomers is another good idea. Millenials and GenX still need guidance, even though they pretend they don’t.
Thanks to you both! Excellent ideas. And young Flor–you have much to look forward to!
Agree to all of this! I also find it interesting that my daughter, nieces and other young women around me always want know what I’m buying so they can go buy it too!!
Well stated and oh so true. We hold the key to the future for the younger generations and how it will look when they get here. I find that there are crossover markets and others that I do not want to be in nor should I. I figure the same is true for my millennial kids.
We are trailblazers that are crafting a new way of being as we age. Not the same old way of doing and being as we experienced as youth. If companies don’t get savvy, they will be sorry.
I have personally dealt with ageism & frankly, it is quite common! I visited my dentist,
a woman, about 2 yrs. ago, I was 69 at that time. I needed 2 fillings replaced – she said not to worry, it might not be worth the trouble or expense to replace! In other words, at my age it wasn’t necessary! Needless to say, I changed dentists! When
shopping, no one ever asks me if I need help & in restaurants, you’re always asked,
"Will there be 2"? And, being a widow, sometimes there is only me – I am seated either next to the bathroom area or the kitchen! It’s rare I stay, usually just get a
carry out. I’ve been widowed 18 yrs. & nothing has gotten easier as far as how you are treated in restaurants & some entertainment venues. Hate to be a downer, but it’s not easy socially after 55 – especially for women.
Retired and bought a Jeep Wrangler – I am 65, female and wanted a fun convertible – that fit the bill. Not marketed to my gender or age group, but loving it
I’m kinda glad that marketers are not pushing stuff on me because at 68 years old I’m trying really hard to pare down on all I’ve already accumulated in my lifetime. Trying to create a more simple life focused on experiences that matter. Not more stuff.
Thank youu for writing this