Look out, here comes the “me” generation.














My son and daughter are both off to college. I wake up every morning to a clean house. The only laundry to do is my own. There are no toilet seats left up to fall in to. I don’t have to cook if I don’t feel like it. There is no one to steal my clothes or my make up. And unlike children, the dog is always happy to see me. This is amazing.

My grocery bill is one third of what it has been. And I suddenly have so much more time on my hands. And I deserve this freedom. After all I served my 20-year sentence, not that it’s over by any means. They are still making demands from a far. “Mail me this, send me that!” And they’re threatening to come home. Oh, no, please don’t come home just yet as I’m just starting to enjoy reading books again and taking afternoon naps without interruptions. It’s time for me now.

Quick, it’s time to target us empty nesters–the boomer moms.

Just think, according to Nielsen’s recent Most Valuable Generation report over the next five years 50% of the country will be boomers and will control over 70% of America’s disposable income. And unlike past older generations, we are the optimistic generation. And boomers represent one third of all social media and online users. We’re definitely not what is thought of the stereotypical older person. Though Nielsen doesn’t break things down by gender we are the “me” generation. And as a focus group of one, I’m so ready for my “me” time.

I found Nielsen’s recent boomer report very interesting. So I sent them an email to see if they had anything broken down by gender. They hadn’t looked at it by male/female–kind of shocking considering the marketing focus on women/moms. Any way I think the following insights are pertinent even if they aren’t gender specific. We can assume a high female percentage, can’t we? Women do live longer than men. LOL!

Here’s what Nielsen reported:

• “The Boomers are the “me” generation. No group of Americans before it grew up with such a pronounced self-consciousness. They celebrated their individuality – the “me” that gave meaning to their lives.”

• “Boomers are marketing weary and seeking more personalization and customization, and technology has created new media that is more addressable to discrete audiences. Marketers need to – and now can – put the “me” back into their messaging and media thinking.”

• “Communicating to a boomer specifically is an authenticity challenge. Authentic communications always begin with a genuine understanding of the consumer, but this bar is higher for boomers.”

• “As heavy users of media across a full life-time, they expect better from the brands that they admire.”

• “The ultimate goal of “better” is to say or do something that prompts a Boomer to react in a way that says “that’s a brand that I can identify with!” Get personal and prove that a brand that understands is a brand that will enjoy enduring loyalty. It is the proverbial two way-street named “respect”.”

• “The last piece of advice for communicating effectively with Boomers it is to avoid generalizations. After all, they are the “Me Generation” and they can’t help but wonder “What’s in it for me”?”

And what will boomers do with all this “me” time? We’ll travel, shop, refurnish homes, go back to school and more. We’re not retiring by any means.

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