BABY BOOMERS: Redefining What It Means to Grow Old

Too often hospitality industry professionals forget or ignore the fact that the basicscount when trying to win or maintain the loyalty of customers. In an effort to capturemarket share, managers and executives demand innovation, expansion, or upgrades,while dismissing the details in a grail-like search for products and service that “wow”orcan be marketed as new and unique. Too often a marketing campaign features“improved” programs and promises when the original elements were never delivered.Moreover, such efforts usually ignore the service commandment, “know your customer.”

With a nod to the great retailer Marshall Field, I think it is time to reconsider a phi-losophy that embraces fundamental business principles first and then seeks to inno-vate. For whatever reason, many sales and marketing professionals believe it is too sim-ple to adhere to the old saying “give the customer what she (or he) wants.” To succeedin such an effort requires a basic understanding of the loyal customer for whom pro-grams that meet their needs and expectations are designed, and for whom campaignsand products are developed.

In support of this endeavor my column will examine consumer issues of a demo-graphic (generational, multi-cultural, gender) or economic (affluent) nature and striveto provide useful, timely and relevant information to assist hospitality sales and mar-keting executives in maintaining focus on business fundamentals and delivering anexperience that supports loyalty.

Business Simple

B usiness Simple Rule #1:consumers refuse to fol-low tradition. Case inpoint—the Baby BoomerGeneration has grownup but has not accepted

the fact that they are growing old. OnJanuary 1, 2006 at 12:01 a.m., the first of77 million Baby Boomers turns 60. Thisrepresents another milestone for thegroundbreaking generation that has beenthe focus of every industry for the past fourdecades. And just as they have rewrittenevery life stage and decade they havefaced, so they will redefine what it meansto be in the seventh decade of life.

Need proof? Consider that 20 years agoas boomers entered their 40’s, their eyesstarted to weaken and subsequently readingbecame a challenging activity for millions.For generations since Ben Franklin, thismeant wearing bifocal glasses with a tell-tale

line. But for boomers, lines in glassesscreamed that the person wearing them isgetting old. And no self-respecting boomerwas about to allow the realities of life todefine them, so business responded byaccommodating the demand to see but notto tell with the invention of progressive orno-line bifocals. The lesson? Boomers under-stand that nature cannot be stopped but itcan be fooled. No one need know or see theoutward signs of aging. In the same mannerboomers have embraced dietary and nutri-tional supplements that prevent certainaspects of aging. Among the most popularare glucosamine for weekend sports buffswho want to keep their joints limber andginkgo biloba for mental clarity.

Today no boomer is under the age of 40and nearly 33 million are 50-plus! TheCensus Bureau reports that more than fourout of every ten U.S. households are boomerhouseholds. They spend more than $2 tril-

lion dollars per year according to the 2002Bureau of Labor Statistics. Thirty percenthave at least a bachelor’s degree, nearly 70percent work full-time and more than 70percent of boomer households report twoincomes. A recent study by AARP indicated80 percent do not intend to retire. Thisshould come as no surprise as boomers havealways lived to work and would not suddenlychange their structural make-up. Many can-not afford to retire as they have too muchdebt, too little savings, and limited access tohealthcare. Many will work shorter hours ora job that offers flex hours and days. Somewill start anew at a job that gives them intrin-sic and monetary rewards. So rather thanretire, boomers are likely to “workless.” Toretire means to withdraw, to live a life that ismore secluded and private. Does thatdescribe your boomer customer? Most likelynot. This is a generation that has beenfawned over, lusted after, and pampered like

16 HSMAI MARKETING REVIEW • WINTER 2005/2006

By Leila Rach, Ed. D.

no other before it. A multitude of productswere invented just for them, to fit theirdesire for independence and mobility—FordMustang and transistor radios—to expresstheir individuality—bell-bottoms andVirginia Slims. This is not a generation thatwill accept being defined by tradition, thelimitations of age, nor a slower, less involvedrhythm of life.

The present reality for boomers in their5 0 ’s is that they are leading a fast-pacedlifestyle with an expectation for choices thatwill feed their thirst for experiences, knowl-edge, and personal revitalization.

They will redefine what it means to be 60plus, so my advice is to get ready now. Don’twait because it will be too late! Reconsideryour approach!• Ban the use of the term “Ma’am.” As aboomer woman said to me “Ma’am” is mymother! And a boomer man informed methat “Sir” was his father. Train employees touse different non-ageist language whengreeting or assisting boomers. Words shouldreflect their concept, not yours. You maythink those words are a form of courtesy. Ye tyour customers hear terms that conflict withtheir sense of self. • Never portray boomers as old. Marketingshould depict individuals in their 40’s, 50’sand 60’s in active, vital situations, as real peo-ple enjoying your products and serv i c e s .Marketing should include boomers havingfun, being romantic (they’re not dead!), inthe game, not spectators watching from thesidelines but part of the experience. • D o n ’t ignore boomers. Since the seventiesor eighties, the coveted marketing demo-graphic has been adults aged 18-49. Well, ifyour company buys into this, say good-bye tomany boomers, as they will not be relegatedto the has-been segment. Boomers expect tobe catered to, to be asked for their opinion,and to be listened to. • Discounts should have nothing to do withage. Do you offer a senior discount?Wo n d e rful, but the era of the senior dis-count has limited shelf life. Simply becausethis worked with other generations does notmean it will work with boomers. Do theywant discounts? Of course, but not based ontheir age. They would far prefer discountsbased on loyalty or recognition or as a state-ment that the company wants to thank them

or reward them. • Love is all around. Turning 60 is like turn-ing 40 two generations ago. Like falling inlove, boomers believe that life still holdsendless possibilities whether they are 40 or60. An AARP/Roper study in 2004 askedboomers who were 47 how old they felt and63 percent of respondents indicted they feltseven years younger. Nearly 20 percent of allboomers are members of health clubs,choosing exercise to feel better according toa 2003 IHRSA/American Sports Data HealthClub Trend Report.

Universal design is an approach to thedesign of products, services, and environ-ments to be as usable as possible by as manypeople as possible regardless of age, ability,or situation (http://en.wikipedia.org/wiki/Universal_Design). Think of it as a way tokeep boomers in the mainstream fordecades to come. The hospitality industryshould consider using universal design to improve the usability of maps, menus,and kiosks by simplifying the designthrough the use of larger fonts, more icons,less text, and clearer instructions. Thesports industry recognized the need toredesign equipment before boomers wereno longer in the game and in doing soimproved the functionality and style of golfclubs (Big Bertha), tennis rackets (PrinceOversized), and ski boots (soft design). Afont designed in the 1990’s called Clearv i e whas been adopted by the U.S. government

for use on road signs. It has proven to beeasier to read from greater distances.

Choice, choice, choice is the mantra ofthe boomer. Let them choose, give themoptions, not packages. Create experiences,not tours.

Adopt a new mantra—change beforethey do. This means asking which of yourcurrent products and services will be obso-lete as a result of the changing life stage ofyour loyal guests. They will not be ignoredor forced into the slow lane of life. And tomaintain their position as key consumers,they will redefine the concept of roughing itby demanding experiences that allow themto come into contact with nature or testtheir skill while still having the finer thingsin life available. Boomers will not be definedor categorized by accepting activities that aretraditionally offered to older people. Thinkabout bingo, a sedentary, narrow entertain-ment, or early-bird specials, or any offer thatindicates that after a certain evening hour,only the young qualify. Offering boomerswhat resonated with their parents is an auto-matic turn-off. They expect active, enticingengagement that reflects their image of vital-i t y. They expect that your marketing andsales promotions will relate to their realityand demonstrate an authentic, energetic,and involved persona. The bottom line isboomers expect. The question is—are youand your company ready to deliver? ■

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