We got an email the other day from Mr. Bert Shlensky, a long-time veteran of marketing to Boomers. Bert had read the book and felt we underestimated the impact and importance of the leading edge Boomers, those born from 1946-54, who came of age during the creative and innovative era of the 1960's, embracing Sex, Drugs & Rock 'n Roll .
His sense was that those experiences shaped them into a unique and different segment of Boomers, which he wondered why we had not covered more in Boomer Consumer.
We responded to Bert that "You're right. In the book we do only give lip service into the impact of counterculture - protesting, drugs, social issues and their collective influence in shaping Boomer mindset – particularly the 50+."
We went on to tell him that "While you’re right that those are critical factors, we have struggled with how to quantitatively measure the real impact of them -- we know they helped shaped Boomers, but when we start to contemplate/measure their influence we find ourselves in a Purple Haze."
(Okay, so we think we're funny).
In truth, the book intentionally focuses more on understanding all 78 million of today's Boomer Consumers than trying to make sense of those Boomers who came of age in the early 1960's. We discuss the key cultural experiences that bind together all Boomers; but we also point out some of the differences between leading edge and trailing Boomers.
Bert responded that his hypotheis is that leading edge Boomers are very different. He thinks they:
- have less traditional lifestyles and job histories
- are more cynical and less trusting of everything including media
- are more innovative
Anyone want to weigh in on that?