In the world of marketing communications, it seems that confluence is in the air. This point was underscored recently by Eric Trow, a MediaPost columnist who is also vice present of strategic services at Pittsburgh, PA-based marketing communications firm Gatesman+Dave.
Trow’s main point is this: Despite the big differences that marketers have traditionally noted between members of the Boomer Generation and their younger Millennial counterparts, today the two groups are becoming more similar than they are different.
In particular, Boomers are beginning to act more like Millennials.
Trow identifies a set of fundamental trending characteristics that underscore his belief:
- Boomers increasingly want instant gratification – and related to that, they want convenience as well.
- Boomers are embracing technology more every day, including being nearly as dependent on mobile devices as their younger counterparts.
- Boomers connect online – with adults over the age of 65 now driving social media growth more than any other generation at the moment.
- Boomers want control – and to that end, they do their research as well.
- Boomers want to live healthier – with levels of interest in natural, healthy and environmentally responsible products rivaling those of younger age groups.
- Boomers are more questioning of traditional authority – and not just because of the 2016 U.S. presidential election race, either.
Putting it all together, Trow concludes that he and many other Boomers could, in practice, be classified more accurately as “middle-aged Millennials.”
Speaking as someone who falls inside the Boomer generation age range, I concede many of Trow’s points.
But how about you? Do they ring true to you as well?