DEMOGRAPHIC REALITY

Boomers are changing the demographic landscape at a very fast pace. If designers and advertisers have not faced up to this new reality yet, they will no doubt be forced to do it because boomers are a tsunami which simply cannot be ignored.

In trying to reach the boomer demographic, I often wonder why the advertising industry feels the need to use non-boomers. A man I know who has been in the advertising game all his life is quick to explain: For the most part, people want to be younger than they really are. We simply give them what they expect.

I’m not sure I’m convinced.  They do it because that’s what they think people want.

Boomers should be proud of the wisdom acquired over the years rather than waste time on hoping to look like the models advertisers throw at us. We have to look beyond our imperfections, whether it’s a few wrinkles or a couple of extra pounds, and rejoice in who we are. We also need to talk to our grandchildren so they can accept themselves as they are. It’s vitally important when we know that girls as young as sixteen want plastic surgery and ten-year-olds are starving themselves to be as slim as the models they see.

I say let’s praise imperfection instead of youth for a change and be happy.  Do not regret growing older. It is a privilege denied to many.