Some Boomers are more equal than others
Let’s face it, we Boomers are ageists.
At the Apple Store, we make straight for the geekiest kid we can find. Electronics? Geeky kids? No brainer.
But at Home Depot we track down the most grizzled veteran in the place. A beard, some heft and a name like Earl are bonus credentials. Because when we spend big bucks on things that aren’t updated from the cloud every second week – serious stuff, like chain saws, water heaters and barbecues – we trust the old-timers.
A new Nielsen survey suggests this behavior is something all generations can relate to, Millennials included.
It reports the two most likable and influential spokespeople on television are Boomers – actually, five of the top ten. Nielsen notes “younger generations are most likely to be influenced by celebrity endorsements.”
Nielsen’s analysis of endorser awareness, likeability and influence generates an N-Score, figured on a scale from 1 to 100.
Liam Neeson and Pierce Brosnan, both 62, are tied at the top of the list with an N-Score of 94.
It’s pretty clear, like most Boomers, Neeson and Brosnan have earned their wrinkles. And, like Jeff Bridges, Dennis Haysbert and J. K. Simmons, they look like guys who know more about grown-up life than your average wassup bro? 30-something stereotypes who populate so much TV advertising these days.
Madison Avenue obviously recognizes their enormous endorsement value – so why doesn’t adland also recognize the enormous purchasing power of Boomer consumers. Regular folk over age 50 are off the radar.
After we leave – we prefer graduate from – the 18-49 demographic, few brands consider us worth targeting. Unlike cool Pierce and brooding Liam, we are no longer seen as adaptable.
It’s cognitive dissonance on steroids.
Meanwhile, back at the hardware store…
Recent data from the Harvard’s Joint Center For Housing Studies (JCHS) estimates 2015 remodeling / home improvement sales will exceed $300 billion. Americans in the 50+ space – a group which includes older Gen Xers this year – will account for around two-thirds, some $195 billion.
Whether it’s sales of automobiles, travel, CPG, data tablets or smartphones, Boomers either dominate or represent the fastest growing segment. Despite this, many mainstream brands simply ignore us.
Hmm. We certainly wouldn’t want Liam “I will find you and I will kill you” Neeson think he is being dissed in his off-screen life.
Engaging Boomers requires a dialog coach
Snap poll: after the U.S. and China, which is the world’s #3 economy?
Well. it’s not Japan, India or Germany or any other EU nation. It’s the American 50-plus demographic.
Dominated by the 93 million members of the Boomer-Plus Generation™ (Baby Boomers plus sisters/brothers born 1940-1945) it controls over 70% of U.S. household net worth and is responsible for half of all U.S. household expenditures.
One reason these alpha-consumers are under-represented in advertising is that younger marketers are not fluent in Boomer-speak. It’s understandable. This special dialect, acquired over a lifetime of socio-cultural adaptation, is rich in code-words, symbolism and hidden context.
Learning Boomer-speak requires expert dialog coaches who speak it as their native language – in other words, Boomers themselves. Just page us and we’ll be there to help: “Earl, Earl, come in Earl – Millennial copywriter needs assistance on aisle 50”