How revealing is this: A recent Nielsen study determined that boomers account for 38.5 percent of purchases of consumer goods, but only 5 percent of advertising expenditures are currently aimed at ages 45 to 64. “Today’s middle-aged and older consumers are different than their predecessors. The conventional wisdom that they spend little, resist technology and are slow to adopt new products needs to be re-assessed. Boomers are an affluent group who adopt technology with enthusiasm,” Nielsen’s website says.
We didn’t need a fancy study to tell us about members of our own generation, but someone needs to tell the rest of the world what we’ve known for years.
Someone needs to tell beauty companies with big name brands, like Estee Lauder, that it’s okay to feature great-looking FOF women in their ads because women don’t stop using beauty products at 27.
Someone needs to tell fashion companies, like Ralph Lauren and Gucci, that it’s okay to feature great-looking FOF women in their ads because women don’t stop buying clothes at 24.
Someone needs to tell car companies, like Toyota, that it’s okay to feature great looking FOF women in their ads because women don’t stop buying cars at 32.
Someone needs to tell tech companies, like Apple, that it’s okay to feature great-looking FOF women in their ads because we love our tech toys as much, maybe even more, than our youngsters. And, like the study said, we adopt technology with verve.
I would also venture to say that we’ll be taking care of our looks, our minds and our bodies right up until the moment our minds and our bodies give up on us. Not a moment before that.
As a matter of fact, I think Apple ought to get together with a wheelchair company and figure out how to jazz up those contraptions with storage pockets for iPads and iPhones. Might as well keep up, even if we can’t stand up.