Mature adults are asking marketers, “You talkin’ to me? You talkin’ to me?”

There are two kinds of trends that every marketer needs to watch. There is the overnight sensation, like Twitter, that demand your attention and force you to play catch-up. Then there are the Really Big Ones, like global warming, which change everything but are so big, and move so slowly, that long-range vision is demanded.

In the next ten years, the biggest shift in marketing will be the movement to the mature market (which shouldn’t be confused with the sudden uprising in “boomer marketing”), for 40+ customers. This is more than theory, by the way, it is numerically factual. Since 1989, this cohort has grown to be over 50% larger than the youth market. And just as youth and its values rightfully dominated our marketing culture for the past 50 years, older people and older values are now the majority (and in America, majority wins).

So welcome to the 21^st century, everyone. It’s an exciting time to be alive. An exciting time to be getting older. And, if you’re a younger marketer, that rare opportunity for some old dogs to teach us all a few new tricks.

Mike Baumayr, Chapter Two Communications

Mature marketing expertise from one of America’s “oldest” authorities on boomers, retirement, aging, longevity, and inter-generational marketing.

From the mature market news desk: Boomers are no different than any previous generation.

Long before the boomers began to weigh in on the importance of the boomers, life had pretty well established the fact that there were four basic seasons: Spring, Summer, Fall, Winter. And each of these seasons has its own unique set of psychological values.

Life, in other words, has turned out to be bigger than the boomers. In fact, life as we know it hasn’t even been remotely affected by this group; nor have the rumors of extended longevity in the 21^st century (one recent study predicted that half of the American babies born in 2007 would live to the age of 104) changed the rules either.

Below is a shorthand version of The Four Seasons. Remembering the importance, and universality, of these seasons is vastly more important than all the boomer books ever written.

How we process the world around us during each season of life:

SPRING

Childhood to adulthood, ages 7 to 18+

Highly imitative
Unquestioning
Nuance insensitive
Black & white reality

The worldview of life in Spring is comedic (life is great).

SUMMER

Young adulthood, ages 16+ to 40+

Rules-based reality
Rationally imitative
Very questioning
Slight sensitivity to nuance

The worldview of Summer is romantic (just about everything is possible).

FALL

Middle adulthood, ages 38+ to 60+

Reality seen in shades of grey
Context is key
Selectively imitative
Strong sensitivity to nuance
Selective questioning

The worldview of Fall is tragic (not everything is possible).

WINTER

Late adulthood, age 58+

Rarely imitative
Sensitivity to nuance peaks
Everyone’s reality is different
Faith over questioning

The worldview of Winter is ironic (a time of reflection).

Marketing should reflect life as we know it. Unfortunately, when we look in the mirror, the first half of life and the second half of life have completely separate reflections. Just remember that both are changing constantly, but we all go through the same ones on our own time.

What the World Series can teach us about maturity and experience when they matter most.

“To be honest I really never have been nervous in the big leagues. This is what I wanted to do my whole life. This is what I take pride in. For me there is no reason to be nervous.”

Sound like a rookie to you? Actually, it’s the voice of maturity, and maturity has nothing to do with age. They are the words of Cliff Lee, 31, ace pitcher for the Philadelphia Phillies, as told to the Associated Press. He mowed down the New York Yankees in game one of the 2009 World Series with full command of his pitches and his mind. Further, he knew that behind him was a roster full of equally confident teammates, most of whom had shared in a World Series Championship a year earlier. He could throw with complete confidence and an utter lack of fear in the Yankees’ explosive lineup. While a less experienced hurler might have hurled his dinner before the game, Lee drew strength from a deep well of experience. That’s why he could say, without hubris, “Game time is the time to go out there and have fun and let your skills take over.”

In fact, a main storyline in the Series was the wealth of veterans (old guys, to some) in both the Yanks’ and Phils’ lineups. Guys who thrive under pressure. It’s ironic that the oldest among them, 39-year-old Mariano Rivera, was the most feared. Bases loaded or bases empty, he remains stoic, unflappable. The only emotion he gives you is an unnerving calmness. No wonder ball clubs rely on guys like Rivera to mentor and inspire younger players, to show them that sports aren’t only played between the chalk lines but between the ears.

Not that the youngsters will listen. Witness the countless stories of immature divas wreaking havoc on their teams, destroying chemistry, disrespecting the game. Younger players lack the perspective and context of an older player. They’ve got serious game, but also serious issues. So it’s up to their more experienced teammates to lead by example, show them how to play and how to act like men. In that way, sports are like life. At crunch time, we’d all want to be cool under fire like Cliff Lee. We’d love to have the ball in our hands at life’s biggest moments, to look pressure in the eye and say, “What, me worry?”

Jody Olson, Chapter Two Communications
Mature marketing expertise from one of America’s “oldest” authorities on boomers, retirement, aging, longevity, and inter-generational marketing.

10 great things about getting older, part 2.

1. Old people love your kids (their grandchildren!) beyond reason. Young people have to take care of their kids.
2. Old people know what they like and buy it. Young people talk it over with friends.
3. Old people have more money to invest in worthy charities. Young people have to invest in themselves.
4. Old people appreciate not working. Young people fear unemployment.
5. Old people take care of each other. Young people take care of their families.
6. Old people volunteer their time. Young people don’t have any time.
7. Old people have 2/3 of the country’s wealth. Young people want to know how they did that.
8. Old people let the government pay their medical bills. Young people pay for the old people, then pay for themselves.
9. Old people go to school because they want to. Young people go because they have to.
10. Old people don’t worry about a mid-life crisis. Young people have them to look forward to.

Mike Baumayr, Chapter Two Communications

Mature marketing expertise from one of America’s “oldest” authorities on boomers, retirement, aging, longevity, and inter-generational marketing.

10 great things about getting older (and maybe even more mature).

1. Old people know what they like. Young people are still making up their mind.
2. Old people have time. Young people look forward to having it.
3. Old people do not fear death (hey, we live in the same neighborhood). Young people make jokes about it.
4. Old people are more concerned about being better people. Young people are more concerned with their careers.
5. Old people really mean it when they say they don’t care what you think. Young people can’t afford that luxury.
6. Old people want to put themselves back into the world. Young people want to take something out.
7. Old people have “we” values. Young people (of necessity) have “me” values.
8. Old people are wise. Young people are knowledgeable.
9. Old people are not people pleasers. Young people have to be.
10. Old people dress the way they want. Young people dress the way they should.

Mike Baumayr, Chapter Two Communications

Mature marketing expertise from one of America’s “oldest” authorities on boomers, retirement, aging, longevity, and inter-generational marketing.