July 30, 2012
By Gina Pagliaro
Our team collaborated with AdAge last month to discuss methods for understanding the male baby boomer (Dudes to Dads: U.S. Men’s Attitudes Toward Life, Family, Work, available for $249.00 from Ad Age Insights). And, although we approach mature markets from a behavioral perspective – monitoring the seasons of human life – we had to face a realization. Boomer males fly under the marketing research radar unlike the well-explored and developed persona of the female boomer. Newsflash, our male protagonist no longer maintains the outlook of the heavy-handed, breadwinner from the 1950s.
Who is the boomer male today? Pictured: Jon Hamm as Don Draper in AMC’s Mad Men. (Image © American Movie Classics Company LLC)
This clearly isn’t a novel statement. We all know that women and men are taking on different societal roles. But as marketers, are we really considering these evolving characteristics, due to the changing zeitgeist, in our communications efforts? Read the rest of this entry »
September 12, 2011
By David Weigelt
With the formal resignation of Steve Jobs, quite a few stories are coming out of the woodwork about Apple’s iconic CEO. One of my favorite stories takes place early in Steve’s rise to stardom when he attended the birthday of a 9-year old celebrity. Steve’s gift to the young man was, what else, a Macintosh computer. As the story goes, Steve pulled the boy aside during the party to personally watch him open the gift. As he was showing the boy how to use his new computer, two “older” gentlemen came up behind them and starting oohing and ahhing. The two gentlemen, clearly impressed with what they saw as a work of art, started asking Steve questions for which he quickly dismissed them and returned his attention to the young boy. As it turns out, the two “older” gentlemen were Andy Warhol and Keith Haring. At the end of the night, Steve continued working with the young man long after the other guests had left. Later, when asked by a reporter why he was so much happier with the boy than the two famous artists, Steve’s response was, “Older people sit down and ask, ‘What is it?’ but the boy asks, ‘What can I do with it?”
Steve’s reply could easily lead you to believe that the billionaire boomer is ageist – and you may be right. But as we’re about to learn in Steve’s first authorized biography, Mr. Jobs is a complex man.
My personal Steve story takes place about two years ago Read the rest of this entry »
January 17, 2011
By Ross Hollebon
Can the cult of coffee bean aficionados and brewing engineers help interactive developers and designers build a better mobile app for baby boomers? The 55–64 year olds (both trailing edge 18% and leading edge 13%) who make up 31% of the smart phone user base, certainly hope so.
A cup of coffee can be comforting and even necessary for someone starting their day. Some might confess they can’t even get through their day without a caffeine fix or two. Read the rest of this entry »
November 29, 2010
by Chris Boehman
Youtube, the world’s #2 search engine, has a powerful feature that many users don’t take advantage of: captions. Captions make your video available to more people (of all ages) in a lot of surprising ways, and benefit consumers and content creators alike. First, the obvious one: Read the rest of this entry »
March 27, 2009
by David Weigelt
The Pew Internet & American Life Project has released the 2009 version of its Generations Online report. As we suggest in our book Dot Boom, older generations are generally following suit with younger adults. Pew states, “Much as we watch demographic and age groups move up in degrees of access on our thermometers, we can probably expect to see these bars become more level as time goes on.”
A few takeaways include:
- 70-75 year olds make up fastest growing segment of online users
- Email most popular online activity for adults 64+ while email usage is waning for younger adults
Read the rest of this entry »