Forgotten Generation

Forgotten Generation? They're very much remembered!

"Everyone jumps from the Seniors to the Boomers without transitioning through the Forgotten Generation. That doesn't work!" says Phil Goodman, a Boomer expert, but actually a member of the Forgotten Generation.

The Forgotten Generation ushered in the Boomers and taught them everything they knew or wanted to try!

Says Phil, "the biggest mistake that businesses continue to make is addressing those who are 50 Plus as if they are a single target market. Those who are 50 and over are 3 distinct target markets. The early Boomers, born 1946-1955, are 55-64 years old. The Forgotten Generation (65-74) is the 'middle child' who straddles the (75+) and the youthful individualistic attitudes of the Boomers. Many on the 65-70 portion of this generation are just as youthful in attitudes and lifestyles as Boomers and many are still working.

This is particularly important for businesses. If you sell products and services to the current senior generations, who are 75+, not only is your market dying off but there is a sea-change in attitudes. Businesses everywhere are scratching their heads trying to figure out why the Forgottens and Boomers aren't interested in what the "seniors" bought before at the same age.

We're telling audiences all over the US that both the Boomers and the Forgotten Generation consider themselves to be decades younger in mindset and lifestyle then the current "real" senior citizens ever felt or thought at the same age. Certain industries, like life insurance, retirement communities and health care are particularly vulnerable. Predicts Phil, "Brand loyalty will continue to be difficult to gain and keep for 2 reasons: skepticism (been there done that) and a glut of choices brought on by the global distribution of products. Boomers and their older siblings in the Forgotten Generation have choices in everything that the older generations never had available at the same age. Both Boomers and Forgotten generations have strong independent attitudes and opinions from their rich life experiences.

Research proves continuously that these generations just don't believe advertising. They believe what they experience and what their peers recommend based on their experiences.

Who are the Forgotten Generation?

*  28 million people born 1936-1945 Average age is 70.
*  Adult teenagers of the 1950's.
*  Brought in rock and roll, started the hippie generation, the earliest protesters of the Vietnam war, first leaders of women's revolution.
*  The Beatles (George, Paul, John and Ringo), Mick Jagger, Eric Clapton, Bill Haley and the Comets, Bob Dylan, Jerry Garcia and others.
*  Barbra Streisand, Dustin Hoffman, Jane Fonda, Bill Cosby, Colin Powell, Michael Landon, and many more with household names at the epitomes of their careers;
*  Too young for World War II, and many too old for the draft in the 60's
*  They are the COOL generation who are the missing link between the "Seniors" and the Boomer generation.

What's in it for businesses?

*  They're working and have money to spend: 35% are still in the work force, earning at career maximums, many now with retirement savings evaporating in the stock market gyrations;
*  Women are key to the pursestrings: 25% of women 65-74 with retired husbands are still in the work force;
*  Like the boomers, this generation is close to their families, motivated to spend money on creature comforts and travel, is active in sports and physical activity, and even starts new careers and businesses as no other generation did at this age;
*  They are the only generation who have Boomers and Gen-Xer's for kids;
*  Only somewhat like the seniors, they appreciate nostalgia, and are willing to take advantage of "senior citizens" discounts, but they think younger then the older generations did at the same age and they use computers actively, especially e-mail with their families.

What should business do to attract them?

* Speak young, look good, think active, remember to include family settings and environments in advertising, promotions and product/service packaging;
* Use a variety of communications from regular mail, to radio (drive time), Internet.

Remember: this generation, like the Boomers, has many interests, and a wide variety of lifestyles. They look younger, act younger and think younger then ever!