60 is Not the New 30: Advice for Marketers

By Dr. Carol Orsborn

Many marketers consciously or subtly embed this message in their communications: Young is good, old is bad. This message may have worked in the past. But the men and women of the Boomer generation are a moving target, and marketers who think that this appeal will work just as well tomorrow, should think twice. A growing segment of leading-edge Boomers are waking up to the realization that the adoption of anti-aging messages so pervasive in marketing and media messages are, in truth, destructive to their psyches. What has functioned unconsciously is rising to the surface.

The savvy marketer who wants to keep Boomers on their side will want to stay ahead of the curve Here are Five Flags against which marketers should test all marketing messages:

Dr. Carol Orsborn is editor-in-chief of Fierce with Age, the Digest of Boomer Wisdom, Inspiration & Spirituality. She is a veteran journalist and author having begun her career as a columnist writing about the Boomer generation for the Chicago Daily News and San Francisco Chronicle. She now blogs regularly for Huffington Post, NPR’s Next Avenue and others. Read Dr. Carol Orsborn's blogs and articles on aging at www.Fiercewithage.com!