Generation Ageless (A Book Review)

Two weeks ago I signed up for a Tango class.  I am a grandmother, 58-years-old, and no longer sport the gaunt, model look I used to work so hard to maintain. I do attempt to capitalize on what I have left. (Full disclosure:  a great personality and you know what that means.:) There were a few people participating in the class of 40 who are my age, but the predominance of (quite thin) students are late twenties to mid-thirties with very solid middle-body 'cores'.  Generation Ageless would probably describe me as 'typical'.

Did I feel out of place?  Perhaps a little, but I am a very good dancer naturally. That was how I reassured myself that I too could pay my $45 and earn my place on the dance floor.  Did I feel unwelcome?  Not really.  Did I think I looked (or was) ridiculous?  My instinct is to say, absolutely not, but  even if I have managed to delude myself on this last point, after reading Generation Ageless?  It is time to admit I am a card-carrying member of the Boomer generation. 

Boomers generally think each one of us is a totally unique individual, but this book points out what will now seem forever obvious to me.  We have generational similarities that will bond us together for the rest of our long, long lives.  Of course, Boomers don't think the rules apply to us, whether it is going to rock concerts at 45 or learning to sky dive at 60.  We look for ways to stay forever youthfully engaged,  do not see ourselves as middle-aged or elderly and when we do cross over?  I expect there will be a few scratchmarks on our coffins in a less than graceful final exit. 

Generation Ageless takes aim at the largest generation of Americans in our history and hits a perfect high C with its comprehensive analysis.  With research to back up any and all conclusions, its authors examine us from head to toe in the nicest, possible way and then make predictions on what Boomers will influence long into the future.  (No Boomer-loathing here.)

If you have a professional interest in reading this book you will not be disappointed.  Whether  dealing with Boomers directly or Non-boomers,  any marketer or planner will find this information invaluable.   A generally intuitive saleswoman, to say I was intrigued would be an understatement, but this book provides more than great marketing ideas and direction.

Based on decades of research, the book soundly predicts not only what Boomers are likely to want and why, but outlines the special ways we like to be approached, coddled and our overly high expectations on final delivery of goods and services.  It also outlines in great detail why we are not going away, how we will continue to control huge pools of assets, set new trends and behaviors and in conclusion, continue to wield amazing economic and societal power.  We will also stress the medical delivery system, etc., but why focus on the downside of an entire generation?

Those of you who have felt insulted after realizing the 'prime' TV audience stopped at 49 can feel vindicated by this book.  The myths that people 50+ are too brand-loyal and/or don't buy anything are crushed with some intriguing data.  The bottom line is that the Boomer's consumer dollar will continue to mold future products as the Boomers will continue to be affluent.

Generation Ageless is a colorful road map to successful client relationships regardless of industry.  As the marketing and promotional arm of our mortgage company, I am always looking for new ways to present our services.  The preponderance of our clientele has always been the Boomers, of which I consider myself a pretty average member.   Although I have felt I excelled at perceiving and analyzing other peoples' needs, this book gave me many important insights I will utilize every day.

For instance, I found it interesting that Boomers don't like to be called middle-aged or reminded we are anything less than fit.  I must confess that whenever my sister (or husband) who are both a few years older than I am say, "Well, you know we are getting older," I feel enormously annoyed.   (As I said, they are older.  I'm Tango dancing, remember?)

Like my boomer friends,  I am extremely concerned about my current and future health, aka personal vitality.  Imply that I am a woman too old to do certain things and therefore should stock up on products like Preparation H or Depends (before my generation makes a run on these things)?  You will forever be Persona Non Grata.  Boomers are more interested in being viewed as age-less adults and being offered something that will enhance our life experience.  Give us a higher, wider automobile seat that accommodates our knees and grander posteriors and we will buy your car.  Just be careful not to point out how we need those things.  Make it fancy and try to appeal to the Generation Xers, and you'll sell more of those cars to Boomers than anyone else. 

Is your company management floating that old 'profits are down, so we will need to cut out the extras' refrain?  Generation Ageless points out that products that were previously considered 'upgrades' or 'luxury' enhancements, Boomers expect as part of any package.  The book points out another major difference from previous generations.  Boomers expect these deluxe items at Costco prices while receiving Nordstrom's service .

With some disappointment I confess that after reading Generation Ageless, I learned that I am neither unique nor particularly daring.  My parents' generation would have described me as someone who refused to act her age (hence my six mile hikes with friends 11 and 16 years younger than I am), but according to this fascinating book, this quality may be the enduring hallmark of my entire generation.

So who exactly is a Boomer?  Someone born between 1946 and l964.  What may surprise you, however, is the research by the Yankelovich corporation that backs up their conclusions and predictions about Boomers.  Many of their survey results are included in the book.  I found it interesting when I took the surveys myself and compared my answers.

The authors have also enlightened me about some of the things that I viewed as backsliding by my generation.   We were non-materialistic, communal, Woodstock-attending, earth-day, anti-war protesters.  We were also the generation that grew up with more affluence than any previous generation, and then soundly rejected this materialism.  Generation Ageless now informs me Boomers have ended up owning over a trillion dollars in combined assets and America consumes more of the world's resources than any other country. 

Que paso, my friends?  For the answers and explanations  read the book.  It will resonate as truth and perhaps lets Boomers off the hook a little too.

Generation Ageless states that our self-expression seeks ways to experience itself as luxury.  We see this in everything from huge McMansions to the SUVs that are equipped to give us everything but carnal pleasure.  The dichotomy here is that if given the opportunity to fight for some moral 'cause', we still try to jump onto the bandwagon.  We remain eager protesters at heart and continue to root for the underdog. 

The book's best example of successful businesses that have capitalized on the Boomers love of luxury and our moralistic tendencies would be the whole foods grocery business.  The Boomers' desire to pamper ourselves with exotic foodstuffs and the highest quality has been indulged in this way.  The whole foods grocers buy organic, fair trade products and promise to donate 1% of their net profit to 'good causes'. 

Of course, the genius behind this practice is that the Boomers can still squander big bucks on themselves without feeling guilty about still-starving children in Africa.  I would prefer personally to see consumption reduced for green reasons, as I find our behavior on the piggish side, but in this way I may differ from the majority of my generation.  Or maybe that is just my 'cause' and I fall into the category of luxury-loving, moralistic splurger in other ways.

Anybody looking at the aging Boomers (sorry, but we are) can predict the need for home health care givers, more oncologists and Boomer hip replacements, but there are all kinds of secret handshakes, buzz words and real accommodations the Generation Ageless authors predict will lure Boomers to your business. 

As mentioned above, Boomers not only want but expect great service.  The younger generations are more likely to value cost.  Boomers don't want to be regarded as old or irrelevant, so pitches for any product that  emphasizes youthfulness but perhaps doesn't require young knees, would be very appealing.  This book also provides some very interesting facts like the number of gym memberships purchased by Boomers.  We are the largest growth group at health clubs, salons, spas and other fitness and adventure businesses. 

My fellow Boomers have many qualities that I share with one exception.  Boomers have become decidedly more conservative politically over the years, but not with regard to the rules of Boomer behavior.  At times while reading this book I admit I was disgusted with my generation, but at other times I relished how wonderful we are.  The truth is we make an impression on society with whatever we do.

The main point this book solidified for me was that Boomers are going to continue to rock our world.  We may be getting older but we aren't stepping into the background or giving up the steering wheel.  We are not interested in those tiny mother-in-law units in which previous generations housed their parents, and perhaps it is this unwillingness to pass the baton, a sort of arrogance, that I find the most repugnant in my generation.  Then again, I'm not stepping down or out either.  We don't know when to let go, and yet at the same time, why should we?  We are the rule-breakers and the innovators and a big pain to the younger generation with our ever-present and continually increasing power.

In summary, if you would like to understand your Boomer parents, clients, or yourself, this is  a fascinating non-fiction read.  My only criticism is that at times it gets a bit dull with the themes of the authors repeating unnecessarily.  Yes, I have the nerve to say this, after a much-too-long book review on my part, yet I didn't even tell you how much Boomers like to have fun!  So just read the book yourself.  I'd love to see your comments after you do.