Boomers

On Boomers, AARP and Philanthropy

For several decades, Baby Boomers have largely ignored GI Generation social and fraternal organizations — from Elks and Moose to Kiwanis and Rotary. Some pundits have denounced Boomers for lacking the same level of civic commitment as their parents' generation. Now even AARP, the august advocacy and benefits organization for adults 50+, has been grappling with a dwindling number of local chapters: down from 4,000 to 2,535 nationwide.

Leading-edge Baby Boomers, the first wave born between 1946 and 1955, are changing the face of AARP.

Although Boomers have helped swell AARP’s national membership to over 36 million, the central attraction appears to be materialistic. New recruits pay $12.50 annually for discounts on everything from health insurance to hotel accommodations. Boomers have largely ignored the networking and social benefits of membership.

Another troublesome and ironic issue confronting AARP is negative perceptions of Boomers expressed by facets of the organization. For example, at the AARP National Convention in Las Vegas, organizers distributed a study entitled "A Changing Political Landscape: As One Generation Replaces Another." Limited by a small survey sample size of 603, the study nevertheless promotes sweeping, off-putting conclusions:

"Our findings indicate that Boomers have a greater belief in government entitlements and a lesser belief in personal obligations than the GI Generation. Boomers are more likely to feel the government owes them something and less likely to believe they owe the country certain obligations, such as military service and paying taxes."

Aspects of this study appeared in the September / October 2004 issue of AARP: The Magazine, also peppered with unflattering conclusions such as:

"The potential downside of a maturing Baby Boom is clear: as Boomers replace GIs as the dominant electoral demographic, the politics of selfishness could triumph."

What these naysayers lack is some perspective.

According to Leonard Steinhorn, author of The Greater Generation,"during the 1950s and early ‘60s there were about 5,000 IRS-approved nonprofits. But from the 1970s through the 1990s, when Boomers came into their own, that number soared to nearly 45,000." Granted, Boomers have not been known for closely following the traditions of the GI Generation, but Boomers have been creative in developing their own ways of giving back.

Then there is the concept of "checkbook philanthropy." In a recent study of charitable giving, Boomers out-donated "Post-Boomers" as a percentage of the respective cohort population in every category. For organizations "that help needy Americans," 73% of Boomers contributed versus 57% of Post-Boomers. For organizations "that fight diseases," 69% of Boomers contributed versus 43% of Post-Boomers. For "church or faith-based causes," 53% of Boomers contributed versus 45% of Post-Boomers.

Legacy organizations such as AARP must challenge Boomer stereotypes while adapting marketing and message strategies to appeal to this iconoclastic cohort. Boomers give back and participate philanthropically in so many ways their critics underestimate or deny. This generation chooses paths less traveled, and the next path may lead them away from AARP. That would be a huge mistake for all concerned. Boomers need a thriving and politically aggressive AARP looking after the interests of the nation's swelling 50+ population.

Boomer Files Come with Smudges

Reporting about Boomers-turning-60 has become a veritable cascade of watershed events. Just two weeks following a cover story by BusinessWeek, now Newsweek magazine brandishes "The Boomer Files" on its cover. (I hear the collective grown of Boomer naysayers across the land: "Not more navel gazing!")

Much is being written about this article, mostly noting that finally the generation is receiving overdue business attention and maybe a note of optimism: big generation; big bucks.

The article is well researched and professionally written by Senior Editor Jerry Adler.

Some of its value comes from historical references and context, such as William Osler's 1905 speech at Johns Hopkins about "the uselessness of men above sixty years of age."

But let's peek behind the curtains and see what lurks.

In making the reference to Osler, writer Adler notes: "Most Baby Boomers are willing to believe their own contributions to society are at least as valuable as Osler's."

Oh, really? Osler has been identified as "the father of modern medicine." Do "most Baby Boomers" truly see themselves as that vaunted and accomplished?

If you're a Boomer, do you?

The slimy undercurrent in this article is one of aversion: distaste for Boomers’ alleged sense of moral superiority, omnipotence, and unsubstantiated triumph over the exigencies of human existence (e.g. normal statistical longevity).

Subtle undercurrents of distaste in showcase Boomer-themed magazine articles aren't just typical; this approach is the pro forma and has been for about 40 years.

Jerry Adler couldn’t resist his own plunge into "coining-a-Boomer-word-for-lasting-fame" by suggesting that Boomers could now be called "abbies," for "aging Baby Boomers." (Note to Jerry: Please let me know which generation isn’t aging.)

Again, since I approach communications from the perspective of a creative director, I spent a little time dwelling on the soon-to-be-60-year-olds who grace the cover of the magazine. Most are celebrities, such as Donald Trump and Goldie Hawn. You’ll find a couple of notoriously self-absorbed presidents. What you won’t find depicted in abundance is Boomers who, without controversy or contest, have helped make the world a better place: scientists, social revolutionaries, or spiritual leaders.

What you won’t find in Adler’s narrative is acknowledgement of Boomers for their gifts of thought and action in medicine, art, literature, science, education, politics, and technology. What you won’t find is, simply, a modicum of appreciation for what they’ve accomplished in reaching this 60th birthday milestone.

And, finally, what you won’t find in an article about aging is a narrative devoid of ageism. But who could resist? They’re Boomers.

Footnote: Thanks to Chuck for nudging me.

Boomers Revolutionizing Fitness

On January 1, 2006, the oldest Baby Boomer will turn 60. Then, for the next nineteen years, one Boomer will turn 60 about every 7.5 seconds. This demographic tidal wave will affect the health & fitness industry with greater impact than the aging of any previous generation. Mature values and trends will dominate marketplace realities.

Over the last three decades, Boomers have made substantial monetary contributions to health and fitness companies. However, many of the leading fitness brands have forgotten their legacies, recently ignoring the generation that propelled early growth.

Health & fitness companies are learning that the motivations driving Boomers today are very different than those that were once the foundation of industry marketing. Instead of marketing to externally-directed values, such as appearance and romantic conquest, Boomer-focused innovators address internally-directed values such as age acceptance, gains in stamina and energy, and forestalling age-related illnesses.

Curves has created a culture where members perceive that they're helping each other. The burgeoning fitness franchise has discovered the power of "dialogue over monologue." Curves further addresses its clientele of middle-aged women by facilitating formation of support communities. The company plays classic rock music to create an uplifting user experience.

In his book, Marketing to Leading-Edge Baby Boomers, Brent Green further identifies the rising importance of a new consumer segment entitled Lifestyles of Health and Sustainability, or LOHAS. The group is an economic powerhouse, purchasing over $350 billion in goods and services annually. Over 26 million members of the LOHAS segment are also Boomers, born between 1946 and 1959, or members of the Silent Generation, born between 1940 and 1945.

LOHAS consumers differentiate themselves by preferring brands that meet value-driven expectations for wellness, self-development and healthy living.

They gravitate to fitness programs integrating "body, mind and spirit," such as PIYO, a blend of Pilates and yoga.

Other intrinsic fitness drivers include the need to remain mentally and physically active for the purpose of being productive and useful. Boomers' most preferred exercise methods include walking, bicycling and weight lifting. Yet, this technology loving cohort resonates with the work-out advantages of high-tech machinery.

Boomers will increasingly pursue fitness as a way to obviate the cosmetic impact of aging. Less obvious will be emerging fitness motivations such as staying vigorous for grandchildren, undertaking intense physical preparation for adventure vacations and learning expeditions, and to improve cognitive health and memory.