If You’re A Baby Boomer, Does Anyone Still Want to Hear Your Opinion?

Back in the 1980s, I attended a seminar at the University of Michigan. It was an insightful week. We learned about market research, market analysis, and how to create a marketing plan. But the most powerful message wasn’t about the tools. It was about the Baby Boomers. The people who had the purchasing power. And the message was clear. Young people spend money. Lots of money. Which is why advertisers create messages skewered to a younger audience.

Baby Boomers

That once youthful market of Baby Boomers (26% of the United States population), is now well beyond middle-age. Each day, 10,000 Boomers turn 65. 65!  Now, it’s true that you can still be a youthful 60-something. You can exercise regularly, be sharp-witted, and read voraciously. And you can look fabulous. But there is no way you can really consider yourself young. Well, you can, but you might be the only one.

Silence is Golden

Now, I like being older. Maybe because when I was younger, things didn’t always go so well. There were lots of personal challenges to work through. Troubling times that inspired insecurity and doubt. Oh, I still have those moments. I’m sure we all do. But at least now, I understand such feelings are momentary. If age offers wisdom—we learn that not every misstep in life is a calamity. Age helps put that lesson into perspective.

But I Really Want to Tell You How Much I Love Olive Garden

There is a local market research firm that periodically seeks volunteers for research studies. They pay good money for you to share your opinions. Now, when was the last time anyone offered to pay to hear your opinion? To me, it’s like a dream come true. But lately, I’ve noticed fewer opportunities to participate in those studies.  The age category of “60+” is missing. No one is interested in my opinion on colas, laundry detergents, or restaurants. The only surveys that I seem to qualify for? Adult diapers. Home care services. Medicare options.

But I’m Feeling Fine

Is there a cultural bias that once you hit a certain age, your opinion is no longer relevant? Or is it merely the expectation that with age, we experience a serious health decline? Where can we find the images of vital, vibrant seniors, enjoying the outdoors? Water skiing. Hiking. Running 10Ks. Hurdling through life with effervescence and vitality?  Oh yes. The AARP Magazine. Everyone is refreshingly perky, smiling, and happy. Gee, I wonder if that magazine sponsors focus group research. Hmm. I’ll have to Google that!