I read an interesting blog during NYC’s fashion week by a woman in her 50s, wondering why designers target young consumers and do not pay much attention to older buyers. So I got to wondering the same thing. I am used to seeing skinny models – and ever younger ones on the runway and on the pages of fashion magazines. I get it – the clothes do look best on youthful, beautiful, thin women. And despite the fact that I cannot turn back the clock, I still aspire to be young, thin and beautiful. Don’t we all?
But here’s the rub: “Baby Boomers” are the majority of U.S. consumers. So why does it seem that ads, social media, television, and traditional magazines and newspapers still focus so much attention and money on the prized “youth” demographic?
I have one theory – and it’s really depressing. It appears that as this recession and sluggish job market drags on, it’s the 50+ demographic that suffer the longest, as noted in this piece that recently appeared in the Huffington Post. Since we are aging in a recession, and some of us “Boomers” have children who may not be able to earn a living on their own, and we are staring at our dwindling retirement savings and/or towering college tuition costs, perhaps we do not have any discretionary spending money? Ouch! Getting old really, really stinks. (I know, just call me “Captain Obvious”.)
There are a few rays of hope for us old fogeys. For example, the Huffington Post has one entire section of its website devoted to the 50+ audience. I even stumbled across a marketing firm who specifically consults on effective methods of reaching and selling to “Boomers.” And I loved this webpage for a “waterfront resort assisted living community.” And another blog post I read consoled me by asking the question: how “over the hill” can we be, seriously, if Mick Jagger is now 70 years old? Although, truth be told, I don’t think even Mick makes 70 years old seem very cool.
I think there is a case for increased and improved marketing to those of us who are 45 years or over. And I’m not talking about reverse mortgages or anything that refers to my “golden years.” But come on – I will buy products that are “age appropriate” and are designed specifically for my demographic, just don’t TELL me you are targeting me. Don’t talk about my “silver hair”; increased waistline; or declining health. I don’t need you to tell me I’m old – I would like this unfortunate aspect of my life to be accommodated, not acknowledged. Is that too much to ask?
As my co-workers will attest, I am currently struggling to complete some intense work out DVDs, so I am sore and complaining every time I move around the office. All of the “fit-bots” (as I call them) in these DVDs are in their 20s and 30s, and of course, in peak physical condition. OK – that motivates me, as I said, because I still long to become young and beautiful. But I often wonder if some of these workouts should be adapted for those of us who have a few more miles logged on our knees and hips? I don’t want to work out with Richard Simmons thank you – but just an occasional tip to avoid back pain would be nice. And when it comes to fashion – I enjoy trends, but not all of them are appropriate for, uh, “women my age…” Where are the good-looking, high quality jeans that have a tad larger waistline?
There is money to be made here – I for one can’t wait for an increased line of products that make me feel and look younger, but don’t treat me like I’m old, or worse yet – ignore me all together!
