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Saturday, August 20, 2016

A B&B Brief: The Boomers & Millennials Marketing Bridge

Here’s a follow-up to Tuesday's post—and with a slight twist. Instead of millennials (and others) marketing to boomers, some ad agencies are targeting both generations in the same ads.

Here’s one example described in the article, part of the “Made to Move” ad campaign for Osteo Bi-Flex, a joint health supplement:


But my favorite part of this piece,"Ads for Old and Young," by Braden Phillips, comes at the end, in this quote from Brian Nguyen, of the New York-based ad agency, Droga5:

“Here at Droga5, we’ve already begun to take a more age-agnostic approach,” he said, “by building campaigns on truths and insights rather than arbitrary assumptions based on generational stereotypes.”

Amen to that, brother, including the use of that nicely alliterative phrase.



Tuesday, August 16, 2016

Boomers and Millennials and the Longevity Market

If you google “boomers and millennials,” you’ll find an awful lot of people weighing in on how these two generations—each with close to 70 million members—are or are not alike; do or do not along; and especially do or do not get along in the workplace.

I suspect this conversation will be going on for a while, covering the many ways that each generation has, and will have, a demonstrable influence on our lives, from the cultural to the professional to the financial. And even to the political, it turns out. Here’s an excerpt from a May 16 article on the Pew Research Center’s website:

“As of April 2016, an estimated 69.2 million Millennials (adults ages 18-35 in 2016) were voting-age U.S. citizens – a number almost equal to the 69.7 million Baby Boomers (ages 52-70) in the nation’s electorate, according to a new Pew Research Center analysis of U.S. Census Bureau data. Both generations comprise roughly 31% of the voting-eligible population.”

And here’s yet another Boomer-Millennial connection, in an article about the “longevity market”—a Boomer Buzzword new to me—and how it’s attracting all kinds of innovative goods and services. The piece opens with a Millennial entrepreneur noticing something new about his Boomer parents:

Boris Mordkovich, a 30-year-old serial entrepreneur, had never considered developing products for the aging baby boomer market. One day, however, he saw that his parents had started using an electric bike that his brother Yevgeniy had modified for his wife and himself.

“Electric bikes are an equalizer,” said Mr. Mordkovich, who has also owned a software company and a small-business magazine. “They let the rider decide how much or how little they will pedal.”

This year, he said, Evelo, the electric bike company that he founded with his brother, will double its revenue to $4 million, and it is profitable. “There’s no shortage of potential customers,” he added.

Read on here:



Saturday, August 6, 2016

A B&B Brief: Geisel for Geezers: A Must-Read

I read about this book on the Washington Post website in late June, and saved the link so I could a) get the book and b) pass the info along to this blog’s readers:

You’re Only Old Once: A Book for Obsolete Children by Dr. Seuss, aka Theodor Geisel.

Here’s how the book came to pass:
“Dr. Seuss, creator of some of history’s most quirky and beloved children’s books, was a famously private man. But during one of his most vulnerable periods — while he was being treated for oral cancer in his early 80s — he wrote a book for adults, a memoir-esque saga of an old man in a bowtie being ushered through the medical industrial complex.”


And here’s the part that gave me a huge (writer’s) lift:
“He was in huge amounts of pain,” said Judith Morgan, a longtime friend and co-author of a biography called “Dr. Seuss and Mr. Geisel.” It wasn’t until 1985, when he was invited to accept an honorary degree from Princeton, that he revived. When he came forward to accept the degree, the graduating class stood up and chanted, “I am Sam! Sam I am!” and then recited the entire text of “Green Eggs and Ham.

“It gave him a huge lift, and when he got home he remembered, this was the way it feels to be on a writer’s high,” Morgan said. It was time to write a new book."


No matter what kind of lift you might be in need of, you'll find it here:





Saturday, July 30, 2016

Aging in Place: What Do You Think?

If you read enough books, articles, blogs, and studies on this new old age, you’ll eventually run across the phrase “aging in place.”

For some, it means the ability to remain in one’s home as they age; for others, myself included, the concept has a broader meaning, encompassing not only an actual home, but also a specific community. This idea of aging in place is basically how the U.S. Centers for Disease Control and Prevention defines it:

"the ability to live in one's own home and community safely, independently, and comfortably, regardless of age, income, or ability level." (Additionally of note, this definition doesn’t limit the “ability” to age.)

Now as I continue my travels through the boomer/beyonder years, I’ve come to be pretty darn interested in where I want to continue aging, enough so that I’m making “aging in place” the focus of my second book.

Part memoir, part guide, the book will describe my own experience and exploration of the topic, as well as make use of how my fellow agers are approaching it.

To that end, I’m forming a focus group of people willing to be interviewed about how aging in place applies to their own lives. If you’d like to be a part of this group, please email me at madmoon55@hotmail.com and I’ll send you a brief set of interview questions.

And for more information about this idea, here’s a link to an article that appeared in a 2012 issue of The Gerontologist. First, the study’s purpose:

“This study illuminates the concept of ‘aging in place’ in terms of functional, symbolic, and emotional attachments and meanings of homes, neighbourhoods, and communities. It investigates how older people understand the meaning of “aging in place,” a term widely used in aging policy and research but underexplored with older people them-selves.”

Continue reading at:


Tuesday, July 19, 2016

Writing Role Model: Lawrence Ferlinghetti

The 1950s Beat Generation of writers—including poets Allen Ginsburg and Lawrence Ferlinghetti—weren’t much on my reading/writing radar while growing up, though my young husband did introduce me in the late 1960s to “A Coney Island of the Mind.” A best seller, the book was published in 1958, and is among Ferlinghetti’s nearly 50 volumes of poetry written over his lifetime.

And if not the Beats in general, Ferlinghetti in particular is now definitely on my radar; at 97, he is embarking on his latest book, “To the Light House”; it “blends autobiography, fiction and surrealist riffs on mortality nature and consciousness. It’s the closest thing to a memoir that he’ll ever write,” Alexandra Alter reports in her recent New York Times article on Ferlinghetti and his 95 year-old publisher Sterling Lord.

I read the article almost a month ago, just as I was deciding to write my second book. I have no illusions about what a slog this will be, especially having been through the process in the mid-2000s. It will take over much of my life—not only writing it, but, as with the first, convincing someone other than myself to publish it.

But as I daily waver at the prospect, I consider Ferlinghetti—97 year-old Ferlinghetti—and know I have no choice but to proceed.

To read Alter’s article, click here: