The Rolling Stones aren’t washed up.

Neither are
Joan, Norm and Jon. The trio of New York Boomer
characters ―joust with the 21st century‖ in 50 to
Death, an online series told in five-minute
webisodes.
Season Two kicked off right after Super Bowl 2009
with ―Twisted,‖ guest-starring Twisted Sister guitarist
Jay Jay French. The running gag? Fanboy Jon
doesn't believe the middle-aged guy in the business
suit is really the wigged-out Jay Jay of yore.
To expand the show’s appeal beyond its Big Apple milieu, director Jason
Sokoloff and his cast are soliciting storylines from Boomer blogs like Time
Goes By. Sure, Boomers are self-absorbed, but that doesn’t mean they
can’t poke fun at themselves. Sending up their own solipsism is a big part
of Joan, Norm and Jon’s appeal.
Boomers aren’t about to be left behind in the techno revolution. Using the
45 to 63 years old Web as the medium of their message shows they're down with all those
twentysomething coders. Flogging the show in the blogosphere proves
Boomers are also hip to the power of viral marketing.
Source: Iconoculture
78 million

The oldest Boomers (63) Targeting Boomer men? Ditch the

young male models. That’s what
54% own a 401K apparel company Haggar did in 2006,
49% have a traditional when it launched a new ad campaign
pension plan that showed middle-aged guys the
18% concerned about way they see themselves:
affording health care ―dependable, capable, curious and
28% concerned with family-oriented.‖
staying useful and Before Haggar made its bold move, 55% of Boomer men claimed they
productive in retirement never saw men’s clothing ads, despite the vast amount of money
Source: Metlife Boomer companies spend on them. Why? Ads featuring younger guys don't break
Bookends Study through the clutter. By positioning clothes as a tool to signal competence,
Haggar reversed a 10-year sales decline in 2.5 years, amping brand
recognition from 39% in 2006 to 59% in 2008.
Boomer men want to stay youthful-looking as much as their female
counterparts. But that doesn’t mean they relate to male models half their
age. Ads that speak their language are more likely to score.
The way to a Boomer man’s heart is through his toolbox. Men buy
clothing built to last for comfort and durability, which makes brands like
Haggar more recession-resistant than haute couture labels.
Source: Iconoculture
In our work studying today’s
Boomers we’ve come to
accept one fact of aging:
Cognition patterns become
more right-brain oriented.
The right brain, which
processes memories and
emotions, also works in
sensory images, not words.
If you want to communicate
to the over-40 crowd, you
need to do so emotionally
and you need to do it with
photos and images.
We’re delighted to see this
verified by some new work
by Creating Results, of
Woodbridge, Va. The
strategic marketing firm
recently published a study,
―Photo Finish,‖ to gauge how
Americans 40 years and
over respond to different
types of images. Some of the
key findings:
Single-image ad designs
beat those featuring a
collage style by a nearly
two-to-one margin
Vibrant pictures with
brighter colors and more
expressive models beat
those with subdued
palettes and contemplative
models
Lifestyle images are
preferred to product shots
Candid photos edge out
posed photos
Source: BoomerProject.com
Marketing effectively to Baby Boomers now requires understanding how
distinct segments have been affected by the drop in retirement fund and
housing values and other economic fallout, as well as what messages
resonate with each. Boomers fall into three basic attitudinal camps,
according to Focalyst, a Millward Brown specialty division.
Yesterday: One-quarter fall into the ―yesterday‖ attitudinal bucket,
summed up by the statement: ―Life was better in the ’50s.‖ These
individuals have been most affected by the economic downturn, and are
concerned about an uncertain future. They tend to long for a simpler life,
feel that they have not accomplished much, and remain relatively
detached and ―disconnected from the grid.‖ Few express aspirational
goals. Many (about 40%) report a decline in health.
Messages that reassure these individuals that they are not alone, that
many others are also struggling to make ends meet, and acknowledge
and validate their long years of hard work may resonate with this group.
Today: About 30% of Boomers are categorized as having a ―today‖
outlook, represented by the statement: ―We live in exciting times.‖ These
individuals are confident, healthy, and satisfied with their lives and
accomplishments. They have higher income levels, have planned well,
and feel they have earned the right to an indulgent retirement.
Messages for this group should appeal to their sense of success and a
degree of vanity. Resonating themes include living the good life,
embracing the moment, celebration of self and deserved indulgence.
Tomorrow: The ―tomorrow‖ segment (45%) lives by the philosophy
―tomorrow will be better than today.‖ These individuals are ―spirited and
spiritual,‖ and remain extremely optimistic despite recent financial or
health setbacks. (About one in three has experienced a decline in health,
but is ―managing through it proactively.‖) They have strong values and are
highly connected to the community and to information. They feel young
for their age, and eight in 10 are pursuing a life of challenge, novelty and
change.
Messages that resonate emphasize hopefulness/optimism, the promise of
tomorrow, connection, giving back, religious themes/tie-ins, buying locally,
and generally aspiring to a stable future, as opposed to ―retiring rich.‖
Source: Mediapost.com

32 to 44 years old
53 million
―Extremely‖ or ―very‖ concerned
about:
61% paying for unexpected,
major expenses
60% managing day-to-day
expenses
57% having too much debt
52% paying off credit card
balances
52% having no/reduced
income due to job loss
Source: 2009 American
Retirement Study by
Scottrade
Foodies want nothing more than to cultivate sophisticated, healthy eaters.
Now they have a social network to share tips, tricks and philosophies.
Future Foodies of America was founded by
Hsiao-Ching Chou, former food editor at the
Seattle Post-Intelligencer, who has a 2-year-old
daughter. The manifesto: ―Parents who believe in
the imperative of teaching their children to have a
holistic relationship with food that is as much
about pleasure as it is about healthfulness and
nutrition.‖
Its wildly popular Family Dining Series, co-created with online parent
guide Red Tricycle, designates family-friendly nights at upscale Seattle
restaurants like Tilth and Crémant.
Laying the groundwork for a lifetime of good eats is serious business to
modern parents. Being able to vent with and learn from each other is key
to navigating the complex course.
Restaurant lovers won’t let kids-in-tow stop them from dining out, but they
always appreciate businesses that make them feel extra welcome.
Source: Iconoculture
For many families struggling with today’s economy, college tuition simply
breaks the bank. Upromise, the largest private source of college funding
contributions in America, is offering a creative opportunity for future,
current and even recent graduates to win $10,000 toward a higher
education.
As part of its mission to help make a college education more attainable,
Upromise recently launched its Tuition Tales video contest.
―Higher education is critical for building a better life and competing in a
global economy, especially in challenging economic times,‖ said David
Rochon, president of Upromise. ―Tuition Tales is another important way
Upromise is helping Americans achieve their dream of a college
education.‖
The video contest, which runs through May 3, encourages people to
submit a 30-second video entry. The videos will be judged on quality, fit to
theme and creativity. One contestant in each of three categories (Saving
for College, In College Now and Paying it Back) will win $10,000 for
college education expenses.
Source: BusinessWire.com

Toy manufacturer HaPe
International has released
the world’s first line of 100%
bamboo toys.
The line of toys, ranging from
brightly colored building tiles
to kiddie sized castle kits,
was developed in
partnership with UNESCO,
the United Nations
Educational, Scientific &
Cultural Organization. The
toys are friendly even to
sustainability sticklers
because bamboo is a rapidly
growing grass with easily
renewable harvests.
Building blocks have been a
staple of childhood play
since the Lincoln Log era. By
revamping the concept for
greener sensibilities, HaPe
should capture the attention
of both environmentally
aware parents with a
nostalgic side and their
budding kiddie architects.
Source: Iconoculture
According to the Marketing to Moms Coalition, mothers are responsible
for 85% of all household spending because they influence purchasing for
their work, themselves and all of their immediate and often extended
family members. Yet, according to a survey of 1,000 moms nationwide,
many don’t think marketers are doing a stellar job of connecting with them
and many feel downright ignored.
More than half of American moms don’t think ads are effective in
connecting with them (54%), and less than one in five think ads are
regularly targeting them (18%). Even more so among working moms, who
make up the majority of moms in this country. Breaking it down further
into segments, single moms (making up more than one in three American
households) don’t think advertisers are trying to reach them, nor do the
highest spending, wealthiest and most educated moms.
So what do women want? Make them laugh and show them having fun
with their family. Here are the top ad attributes cited in the survey:
Show mom having fun with her kids (87%)
Make me laugh (86%) – well ahead of ―pull at my heart strings‖
(64%)
Acknowledge my multitasking (86%)
Help me be healthier (78%)
Source: BSMMedia.com
Here’s a Gen We twist on The New Propriety: Felix
Doolittle now offers personalized playdate cards —
for kids, not parents.
Upon entering a new home for a playdate, wee
ones can present their temporary hostess with their
name as well as their guardian’s name, phone
number and e-mail. They’re also perfect for passing
out to new friends at the playground.
Whimsical images set playdate cards apart, with graphics like giraffes,
centaurs and slingshots. While Gen We may not be concerned with how
well they’re outfitted, Millennial and Gen X parents love any chance to
shower their little one with personalization and identity.
Leaving behind a memorable, keepsake card makes future playdates
more likely; including an e-mail address enhances the village experience
of parents and guardians.
Source: Iconoculture

11 to 31 years old
84 million
The top three hopes/dreams
for the future are (in the
following order):
1. Have one marriage
partner for life
2. Have good physical
health
3. Work in a career I love
Source: Cassandra Report
study of 14–32 year olds
Generational identifier pictures on
pages 1,3 and 5 sourced from Corbis
Wanted: 100 ―socially-networked‖
Millennials. Job: Test-drive the
2010 Ford Fiesta and bring your
friends along for the ride. Ford’s
handing over the keys in
exchange for spreading the word
via social networking sites.
More than 1,500 young hopefuls posted YouTube videos touting their
awesomeness. Those chosen to join the Ford Fiesta Movement will get
―secret assignments‖ from Ford Mission Control and document their
adventures for six months.
The campaign targets consumers born between 1979 and 1995, expected
to be the largest cohort of all U.S. drivers by 2010. Building fuel-efficient
cars isn’t the only way to reinvent the auto industry. What better way to go
viral than putting Millennials behind the wheel?
No matter how great the buzz, not many young drivers can spring for a
new car, especially in a recession. But branding begins with first
impressions, and Fiesta’s off to a good start. Whether they’re amping in-
car connectivity or Twittering sales campaigns, automakers who want to
survive are reaching out to Millennials.
Source: Iconoculture
More teens play online games than visit social
networking sites. Also, the number of teens using
e-mail has dropped significantly over the past four
years. Those are among several of the more
interesting nuggets contained in the latest report
issued by The Pew Internet & American Life
Project.
The new report, Generations Online in 2009, found that despite the
commonly held perception that teens live on sites like MySpace and
Facebook, 78% of teens 12–17 play online games while just 65% use
social networking sites. Pew found that those numbers diverge for the
older segments of Gen Y, as just half of adults 18–32 play online games
while 67% of them are on social networking sites.
In general, teens and Generation Y are more inclined to use the Internet
for fun than for utility–which perhaps also explains their diminishing
interest in e-mail. ―These younger generations are significantly more likely
than their older counterparts to seek entertainment through online videos,
online games, and virtual worlds, and they are also more likely to
download music to listen to later,‖ said the report.
Source: Mediaweek.com

Zumeo.com is a social
networking and online
recruiting site for college
students, recent college
grads and first year hires.
Users first take a ―self-
discovery‖ test that highlights
strengths and weaknesses
(Zumeo partnered with
career consultant Career
Key to develop an
assessment test to help
match a user with the
appropriate job).
The user then creates a
―Live Resume‖ that can be
updated and shared with
recruiters, friends or
colleagues or even shared
with other social networks
like Facebook and MySpace.
Source: TechCrunch.com
Research from Park Associates found that more than one-fourth of
broadband users ages 18–24 are interested in having social media
features integrated on their TV. The report, Social Media & User-
Generated Content, found that multiplayer gaming, in-program chat and
―most watched‖ lists were among the most desired social extensions
sought out by Gen Y respondents.
This should come as welcome news to companies like Yahoo!, Microsoft,
Intel, Amazon and Netflix, all of whom are actively seeking ways to push
the Web (and presumably our social networks) into our living rooms and
onto our TV sets.
This research also dovetails with other research findings that Gen Y
doesn’t watch TV and that when they do they prefer to watch
programming or access content on their own terms and time line.
Source: debaird.net
We reported on a growing Lent movement last year and it has gotten
even bigger in 2009. For some, it’s chocolate. For others, it’s coffee or
cigarettes. But as this Easter approaches, some young and devout
Christians are anxious to return to what they gave up for Lent: Facebook
and MySpace.
Many users describe the popular social networking sites as addictive,
which is why they say giving up these 21st-century temptations is a
sincere sacrifice.
―It’s been hard, especially in the beginning,‖ said Kerry Graham, who says
she gave up Facebook for Lent. Her boyfriend challenged her to do so,
describing her as a ―Facebook fiend.‖ During the first days of Lent, the 23-
year-old graduate student admits she had to stop herself from typing the
site’s Web address nearly every time she checked her e-mail.
―Some of my friends think it’s silly, since people usually give up food,‖
said 16-year-old Emily Montgomery, who says she’s given up her access
to MySpace. ―I wanted to give up something that’s really hard for me.‖
―It’s a form of spiritual awareness that allows you to reconnect with God,‖
said Jocelyn Chiu, an Emory University sophomore and active member of
her Presbyterian church. ―By giving up something that used up so much
of my time, I realized that I had been leaving my spiritual life behind.‖
Source: CNN.com