Friday, November 16, 2007

The New Language of Boomers and Retirement

We'll make a bet with you. You aren't going to retire at age 65.

We're not the only ones who know it. Here's what the government predicts:

Reflecting the rising age of the boomers, the Bureau of Labor Statistics reports that by the year 2014 the number of people in the labor force ages 55 to 64 will increase by seven million. The number of people in the labor force age 65 and older will increase seven times as fast as the total labor force due, in part, to workers postponing retirement.
Given that stat, why then do companies try to scare Boomers into retirement planning use language like this in their marketing materials:
For today's boomers who are fast approaching retirement...
Boomers may be approaching retirement age, but they aren't approaching retirement. And they aren't doing it quickly -- the median aged Boomer is only 51. Heck, this sentence makes it sound like "retirement" isn't an optional step in life.

The question to the room is this: how can the government know it and businesses not?

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Valuable Insights into the Hearts, Minds and Wallets of Today's Baby Boomers

This blog is by the authors of Boomer Consumer: Ten New Rules for Marketing to America's Largest, Wealthiest and Most Influential Group, on sale now.

Here is where you'll find information referenced in the book, as well as updates, news and perspectives from Matt Thornhill and John Martin, founders of the Boomer Project.