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Boomers are buying—are advertisers selling?

11/02/2015 / Laura

According to the U.S. News & World Report, Americans over 50 control 77 percent of the total net worth. By 2013, half of the populations of Germany, Italy and Japan will be over 50.

We travel. Buy more than 65% of new cars. Dine out in restaurants several times a week. Own computers, cell phones and surf the web. We like convenience and appreciate quality. We value things that make our lives less complicated.

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Yet when we turn on the television or flip a page in a magazine, we rarely see any advertising aimed at us—except for messages that remind us we’re getting older. Or that poke fun at how out-of-touch we supposedly are.

Aging is fine. I’m more than okay with that. In fact, I have no desire to be 25 again. Because if I were, I would not have been around to see The Beatles arrive. Experienced the thrill of seeing John Glenn climb out of Friendship 7 after orbiting the earth. Or violated copyright laws by sitting on the floor with Silly Putty and copying comics from the Sunday funny papers.

Older, yes, but not old. Inside, most of us haven’t changed that much.

Bob Hoffman, author of 101 Contrarian Ideas About Advertising, has some sage observations about marketing to those of us over 50 in a recent issue of AARP Bulletin. He says, “Older people want to be youthful, but they do not want to be like young people. The way to influence older consumers is to take the time and trouble to understand them. But marketers are too lazy and too obsessed with youth to bother with this.”

Interesting. Especially when you consider that we boomers and our parents watch more live television than younger adults. We tend to read more as well, whether it’s an honest-to-goodness newspaper in your hands or a three-page letter imploring us to save the whales. And more than 27 million people over the age of 55 are engaged in some form of social networking.

So if we’re the ones willing to take the time to take in the information, why is no one talking to us?

A few are. Mostly, they are the ones that realize that once a person passes the 50+ mark, he or she doesn’t suddenly lose the ability to know what’s hot or cool. And more importantly, the boomer consumer continues to be interested in pursuing a life that’s rewarding, enjoyable and free of stress—and, with considerably more disposable income than the average millennial—is a target that marketers should acknowledge.

There are a few advertisers and advertisements that I think do a good job of reaching out to multiple age groups without making us feel like we aren’t invited to the party. For instance, GAP’s ad showing Angelica Huston. REI’s television spot featuring a multi-aged group of hikers caught in a rainstorm. Harley Davidson is a 100-year old brand that knows its market and successfully keeps them connected over the years through events, reunions and rallies.

What do you think? Do you feel forgotten by mainstream advertising? Have you remained loyal to specific brands? We have the numbers, the interest and the clout to shake things up a bit…or as I prefer to say, rock the wrinkle! Maybe it’s time we put our mouth where our money is.

“Any fool can know. The point is to understand.” Albert Einstein

How to survive.

10/19/2015 / Laura

I love to hike and be in the outdoors. I recognize the inherent dangers of the wilderness and always try to plan ahead and respect Nature. Like many boomers and beyond, I’ve learned firsthand how foolish it is to take unnecessary risks or be unprepared.

However, so many people have not; they don’t stop to consider they are not ready for higher altitudes, fast weather changes, and all the challenges that come with backcountry exploration, climbing, or any other potential perilous activity. And then there are those of us who think we are doing everything right and take every precaution, but still get lost, fall off a cliff, lose our footing, or find ourselves treading water.

It’s fascinating to me why some survive harrowing tales of wandering for days in the desert, or getting lost on a mountain trail, or floating on a raft at sea—while others don’t make it.

It could be a vacation mishap. Or a car that goes off the road and is upside down in a ditch for a week. Or being captured in a combat zone and held prisoner.

Why does one person panic when the boat springs a leak, while another calmly considers a solution?

Why does one person live to tell the tale, while another does not?

Obviously you could ask this question about almost any scary situation in life: getting fired, being served divorce papers, coming home to a burgled house, hearing very bad news from the doctor.

In his terrific book, “Deep Survival”, author Laurence Gonzales takes us on an absorbing journey into why some people endure disasters while others do not.

The premise is that there is an art and science to staying alive.

Gonzales talks about the idea of getting lost. “In daily life, people operate on the necessary illusion that they know where they are. Most of the time, they don’t. The only time most people are not lost to some degree is when they are at home. It’s quite possible to know the route from one place to another without knowing precisely where you are.”

Interesting. We head out on adventures and because we have a map in our pocket, we’re sure we know where we are. But quite often, we just have an idea of where we are going.

Should we veer of the path and then get turned out, we are very much lost.

Again, Gonzales applies the stages of getting lost to areas other than a dayhike in the woods. He cites examples of corporations who have veered off their right path and tried something that almost took them to the edge of disaster.

Bad decisions can leave us in the woods. But it’s what we do once we’re there that counts.

As Gonzales found in his research, there are people who, stranded with absolutely nothing, find a way to make it alive…while others have everything they need for survival, but they perish.

Some people just give up.

Survivors do not.

I really enjoyed this book because I have a deep interest in what it takes to be safe and oriented in the great outdoors. But I honestly think the principles can help us in so many other situations.

Gonzales lists 12 points for staying out of trouble, saying “here is what survivors do”:

Perceive and believe. Recognize and accept the reality of your situation. You have broken your leg. You are in trouble. It’s okay to go through denial, anger, depression, or more, but now it’s time to “go inside” and accept what is happening.

Stay calm. Whether it’s fear or humor, use it to stay calm. Don’t let your emotions get the best of you

Think, analyze, plan. Get organized. If you’re in a group, establish a leader. Come up with steps.

Take decisive action. Be bold while also cautious. Decide on yours tasks and do them well. Handle what you can right now, and leave the rest.

Take joy in your successes. You’re very stressed. You are trying to hold your fear at bay. But you just made a fire. Celebrate it! It helps you stay motivated.

Sing a song. Recite a poem. Do calculus. Keep your mild stimulated and calm. Have a very long way to walk alone? Count each step, and dedicate it to someone you know.

Count your blessings. Be glad you are alive! Think about the people you care about and be successful for them.

Enjoy the beauty around you. Be where you are and take it all in.

Believe you will succeed. Be careful. Make no more mistakes. And believe you will prevail

Let go of your fears. You might think you’re going to die. Try to surrender to it, and thus get around it. Get off that mountain anyway.

Have the will and the skill. You know your skills. Now believe anything is doable. Be coldly rational. Do what is necessary.

Don’t give up. Survivors are not easily frustrated. They know there will be setbacks. They learn from them and keep going.

Whether you just ran out of water in the desert.

Or your retirement savings have vanished.

Keep your head. Trust your instincts. Believe in yourself.

Be a survivor.

“Knowledge is the key to survival, the real beauty of that is that it doesn’t’ weigh anything.”

Ray Mears

For the love of baseball.

10/12/2015 / Laura

In honor of MLB playoffs and the World Series, it just seems right to bring back some Abbott and Costello fun that first appeared around 1945….so whether you are a boomer or beyond, chances are you’ve heard this. If not, you’re in for a treat. Either way, how about a laugh?

Who’s on First?

Abbott: Well Costello, I’m going to New York with you. You know, Bucky Harris, the Yankee’s manager, gave me a job as coach for as long as you’re on the team.

Costello: Look Abbott, if you’re the coach, you must know all the players.

Abbott: I certainly do.

Costello: Well you know I’ve never met the guys. So you’ll have to tell me their names, and then I’ll know who’s playing on the team.

Abbott: Oh, I’ll tell you their names, but you know it seems to me they give these ball players now-a-days very peculiar names.

Costello: You mean funny names?

Abbott: Strange names, pet names…like Dizzy Dean….

Costello: His brother Daffy.

Abbott: Daffy Dean…

Costello: And their French cousin.

Abbott: French?

Costello: Goofè.

Abbott: Goofè Dean. Well, let’s see, we have on the bags, Who’s on first, What’s on second, I Don’t Know is on third…

Costello: That’s what I want to find out.

Abbott: I say Who’s on first, What’s on second, I Don’t Know’s on third.

Costello: Are you the manager?

Abbott: Yes.

Costello: You gonna be the coach too?

Abbott: Yes.

Costello: And you don’t know the fellows’ names?

Abbott: Well I should.

Costello: Well then who’s on first?

Abbott: Yes.

Costello: I mean the fellow’s name.

Abbott: Who.

Costello: The guy on first.

Abbott: Who.

Costello: The first baseman.

Abbott: Who.

Costello: The guy playing…

Abbott: Who is on first!

Costello: I’m asking YOU who’s on first.

Abbott: That’s the man’s name.

Costello: That’s who’s name?

Abbott: Yes.

Costello: Well go ahead and tell me.

Abbott: That’s it.

Costello: That’s who?

Abbott: Yes.

PAUSE

Costello: Look, you gotta first baseman?

Abbott: Certainly.

Costello: Who’s playing first?

Abbott: That’s right.

Costello: When you pay off the first baseman every month, who gets the money?

Abbott: Every dollar of it.

Costello: All I’m trying to find out is the fellow’s name on first base.

Abbott: Who.

Costello: The guy that gets…

Abbott: That’s it.

Costello: Who gets the money…

Abbott: He does, every dollar. Sometimes his wife comes down and collects it.

Costello: Who’s wife?

Abbott: Yes.

PAUSE

Abbott: What’s wrong with that?

Costello: Look, all I wanna know is when you sign up the first baseman, how does he sign his name?

Abbott: Who.

Costello: The guy.

Abbott: Who.

Costello: How does he sign…

Abbott: That’s how he signs it.

Costello: Who?

Abbott: Yes.

PAUSE

Costello: All I’m trying to find out is what’s the guy’s name on first base.

Abbott: No. What is on second base.

Costello: I’m not asking you who’s on second.

Abbott: Who’s on first.

Costello: One base at a time!

Abbott: Well, don’t change the players around.

Costello: I’m not changing nobody!

Abbott: Take it easy, buddy.

Costello: I’m only asking you, who’s the guy on first base?

Abbott: That’s right.

Costello: Ok.

Abbott: All right.

PAUSE

Costello: What’s the guy’s name on first base?

Abbott: No. What is on second.

Costello: I’m not asking you who’s on second.

Abbott: Who’s on first.

Costello: I don’t know.

Abbott: He’s on third, we’re not talking about him.

Costello: Now how did I get on third base?

Abbott: Why you mentioned his name.

Costello: If I mentioned the third baseman’s name, who did I say is playing third?

Abbott: No. Who’s playing first.

Costello: What’s on first?

Abbott: What’s on second.

Costello: I don’t know.

Abbott: He’s on third.

Costello: There I go, back on third again!

PAUSE

Costello: Would you just stay on third base and don’t go off it.

Abbott: All right, what do you want to know?

Costello: Now who’s playing third base?

Abbott: Why do you insist on putting Who on third base?

Costello: What am I putting on third.

Abbott: No. What is on second.

Costello: You don’t want who on second?

Abbott: Who is on first.

Costello: I don’t know.

Abbott & Costello Together:Third base!

PAUSE

Costello: Look, you gotta outfield?

Abbott: Sure.

Costello: The left fielder’s name?

Abbott: Why.

Costello: I just thought I’d ask you.

Abbott: Well, I just thought I’d tell ya.

Costello: Then tell me who’s playing left field.

Abbott: Who’s playing first.

Costello: I’m not… stay out of the infield! I want to know what’s the guy’s name in left field?

Abbott: No, What is on second.

Costello: I’m not asking you who’s on second.

Abbott: Who’s on first!

Costello: I don’t know.

Abbott & Costello Together: Third base!

PAUSE

Costello: The left fielder’s name?

Abbott: Why.

Costello: Because!

Abbott: Oh, he’s centerfield.

PAUSE

Costello: Look, You gotta pitcher on this team?

Abbott: Sure.

Costello: The pitcher’s name?

Abbott: Tomorrow.

Costello: You don’t want to tell me today?

Abbott: I’m telling you now.

Costello: Then go ahead.

Abbott: Tomorrow!

Costello: What time?

Abbott: What time what?

Costello: What time tomorrow are you gonna tell me who’s pitching?

Abbott: Now listen. Who is not pitching.

Costello: I’ll break your arm, you say who’s on first! I want to know what’s the pitcher’s name?

Abbott: What’s on second.

Costello: I don’t know.

Abbott & Costello Together: Third base!

PAUSE

Costello: Gotta a catcher?

Abbott: Certainly.

Costello: The catcher’s name?

Abbott: Today.

Costello: Today, and tomorrow’s pitching.

Abbott: Now you’ve got it.

Costello: All we got is a couple of days on the team.

PAUSE

Costello: You know I’m a catcher too.

Abbott: So they tell me.

Costello: I get behind the plate to do some fancy catching, Tomorrow’s pitching on my team and a heavy hitter gets up. Now the heavy hitter bunts the ball. When he bunts the ball, me, being a good catcher, I’m gonna throw the guy out at first base. So I pick up the ball and throw it to who?

Abbott: Now that’s the first thing you’ve said right.

Costello: I don’t even know what I’m talking about!

PAUSE

Abbott: That’s all you have to do.

Costello: Is to throw the ball to first base.

Abbott: Yes!

Costello: Now who’s got it?

Abbott: Naturally.

PAUSE

Costello: Look, if I throw the ball to first base, somebody’s gotta get it. Now who has it?

Abbott: Naturally.

Costello: Who?

Abbott: Naturally.

Costello: Naturally?

Abbott: Naturally.

Costello: So I pick up the ball and I throw it to Naturally.

Abbott: No you don’t, you throw the ball to Who.

Costello: Naturally.

Abbott: That’s different.

Costello: That’s what I said.

Abbott: You’re not saying it…

Costello: I throw the ball to Naturally.

Abbott: You throw it to Who.

Costello: Naturally.

Abbott: That’s it.

Costello: That’s what I said!

Abbott: You ask me.

Costello: I throw the ball to who?

Abbott: Naturally.

Costello: Now you ask me.

Abbott: You throw the ball to Who?

Costello: Naturally.

Abbott: That’s it.

Costello: Same as you! Same as YOU! I throw the ball to who. Whoever it is drops the ball and the guy runs to second. Who picks up the ball and throws it to What. What throws it to I Don’t Know. I Don’t Know throws it back to Tomorrow, Triple play. Another guy gets up and hits a long fly ball to Because. Why? I don’t know! He’s on third and I don’t give a darn!

Abbott: What?

Costello: I said I don’t give a darn!

Abbott: Oh, that’s our shortstop.

Play ball!

“Baseball is 90% mental and the other half is physical.”

Yogi Berra

Is anybody listening?

10/05/2015 / Laura

When did listening become a rare….very rare….talent?

Probably about the same time selfies became the only way to experience anything.

Can we truly not sit still for 5 minutes, letting another person bare their soul, without already coming up with what we want to say, that so often is about us, and not them?

I confess it really bothers me. I so treasure the people in my life who actually want to hear what is happening in my life, listen to me when I’m in need of another person’s understanding, and not immediately make it relate to them. And if I’m honest, I only know a few who will do that. Research says humans generally listen at a 25% comprehension rate. I have a feeling political candidates in a debate listen about 5% of the time, if that much.
Being a good friend (which to me, means listening) is something I work hard at. Because like anyone, I know there are those days when you just need to vent. You need to express your frustration over work or relationships. You want, just for a moment, to get a little empathy for your chronic pain or your work struggles or whatever is vexing you.

Why is it so important? When you really listen to someone, you are taking them seriously. You are showing them respect. You are saying you care without saying a word. That’s something we all want—to be heard, to be acknowledged.

So if you need to tell me about something that matters to you, I listen. I look at you, I don’t look around the restaurant at other people. (55% of the meaning of our words is derived from facial expressions.)

I do not look at my phone. (Studies suggest we are distracted and/or preoccupied 85% of the time while we are supposedly listening.)

I do not prepare a dialogue about how all this happened to me only yesterday. (Studies also say we listen at 125-250 words per minute, but we think at 1,000 to 3,000 words per minute. Uh-oh.)

I’m not a saint, and sometimes I do better than others. But I really try to hear you, whether you are a friend, a client, or a stranger who needs directions. And so very often, I don’t get that back. Not even a smidgen. It’s sad.

I think most people are innocent in that they don’t realize what they are doing. We live in such an immediate, reactive, self-absorbed world. We have to take our picture every 5 minutes. We have to let everyone know what we’re doing every 5 minutes via Facebook and Twitter. Our phones are attached to our hands, yet we don’t really communicate with anyone. Instead, we text 4 words and expect an immediate response. We don’t write letters anymore pouring our hearts out and thus we never receive any either.

For most people, finding 10 minutes of quiet in a day—sans a device— is not only impossible, it’s not something they want anyway.

I think we are losing each other. It’s a bit frightening. Maybe the much younger generation is good with all this.

But I’m not.

And I would hope boomers and beyond are not either. Because after we’ve retired, or our spouse or friends have passed away, and our lives have grown much smaller, I think we’ll so desperately want someone to talk to—someone who will just listen to us and let us listen to them.

Who will see us and hear us.

I just pray we remember how.