Boomer Generation | Nones Notes

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?

When it comes to advertising, it turns out that the Baby Boomer generation sees things quite a bit differently than the Millennial generation.

In fact, based on neuromarketing research conducted last year by Nielsen NeuroFocus, generational differences account for some interesting neurological contrasts between Boomer and Millennial brains.

The research results also point to how companies might find it wise to tweak the design and presentation of their advertising based on the age levels of their audiences.

Consider these distinct differences found by Nielsen NeuroFocus in its research:

Brain Function: The Boomer Brain likes repetition. Boomers also tend to believe that information that is “familiar” is true. On the other hand, the Millennial brain is more stimulated by dynamic elements such as rich media, animation, and lighting that cuts through their “perception threshold.”

Distractions: Boomer brains are more easily distracted, whereas Millennials are adept at dealing with “bleeding-over” communications such as those found in dynamic banner ads and in contemporary magazine layouts.

Attention Spans: Boomers have a broader attention span and are open to processing more information, whereas Millennials prefer at-the-ready, multi-sensory communications. (And “impatience” is their middle name.)

Colors: In advertising, contrasts gain the attention of Boomers in advertising. With Millennials, it’s more the intensity of the color palette overall rather than contrasts within it that does the trick.

Humor: The Boomer generation prefers lighthearted, clever humor in advertising messages – positive and not mean-spirited. Boomers also like relatable characters that aren’t much younger than themselves. Millennials tend to prefer offbeat, sarcastic or slapstick humor – basically, the kind of humor that many Boomers find offputting or even offensive. Making special effects and other visual hi-jinks part of the shtick attracts the attention and interest of Millennials, too.

It turns out, there’s some real science behind these findings, too. Nielsen NeuroFocus reports that when people are in their mid-50s, distraction suppression mechanisms tend to weaken. Even as early as the mid-40s there are dramatic declines in neurotransmitter levels – particularly serotonin and dopamine.

How does that manifest itself in situations where we see “Boomers behaving badly?” Dopamine declines can lead to thrill-seeking behaviors to compensate. And a drop in serotonin levels can lead to the feeling that “something is missing” – thereby leading to classic midlife crisis behaviors affecting a person’s professional life and personal relationships.

… And as we know, that often doesn’t end up particularly well.

But here’s the more central takeaway from the research: Boomer-Millennial differences don’t turn out to be so much a function of differing world views; it’s more a function of the aging process itself.

So look for the Millennials to begin responding more like Boomers in the coming years.