CAN BOOMERS PUT THE HEALTH BACK IN HEALTHY EATING?

“Boomers are drifting into old age with poor eating habits and too little exercise…we do not have a healthy population moving into old age.”

That was the disconcerting message I got the other day while searching online for information on the relationship between aging Baby Boomers and health and nutrition. The source?  Shannon Proudfoot, Can West News Service in the Montreal Gazette. I was anything but reassured that Boomers are going to have an easy ride into old age.

Life expectancy for Americans has been growing with each generation. However, there are fears that this could be reversed during the Boomer generation. Obesity, with its associated chronic diseases, is beginning to rear its ugly head. According to S. Jay Olshansky, professor of public health at the University of Illinois, Chicago, “obesity in general is on the verge of causing an unprecedented decline in life expectancy in developed countries”. He predicts that Americans in particular will experience unprecedented health risks and that life expectancy will be reduced in the next 10 to 15 years.  Yikes!
 
Being a glass half full kind of guy, I immediately began to think of all the business opportunities that food manufacturers, restaurants, and supermarkets could generate from this negative forecast regarding the health of Boomers. To get a professional viewpoint on what was happening out there, I contacted Denise Kelly, RD, Director of Market Development-Healthcare, Lyons Magnus.  If anyone would have a handle on this situation, it would be Denise.

According to Denise, “the biggest concerns for an aging population are obesity, hypertension, diabetes, and bone health. Simply by increasing activity and making some simple dietary changes, Boomers can get back on track, live healthier lives, and reduce the need for some medications.”

One of the biggest “Hot Buttons” for the food industry right now?  According to Denise, it’s helping consumers battle hypertension by reducing the amount of sodium in prepared foods, while still providing a flavorful product. “Even though the recommended daily allowance for sodium is less than 2300mg/day, most people consume nearly 1½ to 2 times that amount, primarily by eating prepared foods or dining out,” Denise stated.

While manufacturers are beginning to respond, it’s not by marketing their products as “low in sodium”. Instead, they’re simply gradually reducing over time the amount of sodium in their products.  According to the Wall Street Journal, (“Food Makers Quietly Cut Back on Salt,” 1/11/10) “ConAgra said that by 2015, it would lower the sodium level in about 80% of its products by an average of 20%. Sara Lee Corp. made a similar commitment. Campbell Soup, which has focused broadly on reducing sodium for at least a decade, says it has already reduced sodium in the top-selling products in all its categories by nearly 24% since 2001.” It’s a small start – there’s a real opportunity for the food industry to discover how to keep flavor up while bringing sodium content down.
Besides watching their sodium intake, Boomers at risk for obesity and diabetes need to monitor their serving size (portion control) to reduce caloric intake as well as choose their foods wisely. “A healthy diet would include fruits, vegetables, whole grains, fish and poultry with limiting red meats and replacing butter with healthy fats like olive oil or canola oil,” Denise said.
 


"The food industry has worked hard to remove or reduce refined grains in cereal and breads and add whole grain and fiber. Vegetables are disguised in delicious beverages to make consumption easier. Salad dressings are now made with olive oil." 

After speaking to Denise, it’s heartening to know that manufacturers are beginning to take action and respond to these chronic health problems that are directly associated with poor eating habits and/or obesity.  The opportunities appear to be limitless for food manufacturers, but they have the challenge of producing food products that meet all the necessary nutritional and caloric requirements while satisfying the Boomer palate.  The key to success is educating the Boomer about good eating habits.  Perhaps food manufacturers can incorporate an educational component into their marketing plans. If not, it will be the pharmaceutical companies that benefit.  But I’ll leave that discussion for another time.

Posted by Tom Gorski

Some Like It Hot: Especially Boomers.

Back in the early 70’s, I once ordered a shrimp curry dish at a local Burmese restaurant. “Mild, medium, or spicy?” the waiter asked. “Spicy,” I replied. The second I tasted the first forkful, it was like being hit with pepper spray. My eyes teared up, my tongue and throat burned, and no amount of water, milk, or bread could cool things down. That memory came back to me the other day as I tucked into an order of beef with long-horn peppers at my favorite Boston Chinatown dive, the Gourmet Dumpling House. “I’ve come a long way,” I thought.

Then again, maybe not. According to the National Institute of Health, we start out life with approximately 9,000 taste buds. These start to decrease beginning at about age 40 to 50 in women and at 50 to 60 in men.  Phil Lempert, the food market analyst who tracks consumer trends in supermarkets and restaurants and runs SupermarketGuru.com, confirms: "There's no question that as the baby boomers are aging, they're losing their taste buds, and as a result, they're drawn not only to more spicy foods, but to more flavorful foods of all kinds." Does that mean my love affair with chili peppers is due solely to diminished taste buds?

A look at the taste combinations showcased on this year’s Top 10 Flavor Pairings in the annual McCormick® Flavor Forecast™ offered another perspective.
1. Roasted ginger & rhubarb
2. Thai basil & watermelon
3. Caraway & bitter greens
4. Bay leaves & preserved lemon
5. Almond & ale
6. Turmeric & vine-ripened tomatoes
7. Pumpkin pie spice & coconut milk
8. Roasted cumin & chickpeas
9. Creole mustard & shellfish
10. Chives & fish sauce

Odd as some of those combinations may seem at first, I think the people at McCormick are on to something. I see these flavor pairings as replicating the tastes of some of my favorite ethnic foods – the cumin and chickpeas of North African tagines, Southeast Asian turmeric and vine-ripened tomato curries, Cajun-inspired Creole mustard and shellfish.

We Boomers were the first generation to have the opportunity to roam the globe, either in reality or through the pages of glossy food and travel magazines. In the process, a cohort raised on Wonder bread became enamored with pitas, tortillas, and naan – not to mention salsas and sauces loaded with flavor, intensity, and heat. And while I remember my parents and grandparents preferring blander foods as they aged, I don’t see Boomers going back. In fact, as Boomers continue to travel and indulge their sense of adventure by exploring new cuisines, we at Gen-Sights predict that their interest in bold, exotic flavors will only increase, no matter what happens to their taste buds. And because Boomers have big spending power, that means new opportunities for those in the food and restaurant industries. For instance, adding spices and other flavorings could be a way of reducing salt or sugar in packaged foods. Supermarkets could boost sales of prepared foods by serving up bolder flavors. Assisted living centers and nursing homes can differentiate themselves by appealing to Boomer palates accustomed to the bigger tastes of ethnic food—or at the very least, making sure there’s a big bottle of hot, hot, hot sauce on every table.


Posted by Lynn Schweikart

I’m not buying it, period!

This is a line I’ve used time and time again with my two teenagers but this time it’s not my kids I’m speaking about, it’s the latest research from PricewaterhouseCoopers, Retail & Consumer Insights, This piece of research first came to my attention via a tweet I received from Brent Green, “Another example of flawed research, proclaiming the demise of Boomer spending. Research based on self-report, biased.”  Like Brent, I’m not buying it, period!

Boomer spending may not be leading the way out of the current recession, but I certainly wouldn’t advise my clients or anyone else to count this generation out. At 77 million strong, they will be entering their mature years as a different type of consumer than their “silent generation” parents. Boomers, always known for coloring outside of the lines, will apply this same approach to selecting products and services as they move beyond the standard retirement age of 65.

The spending power of Generations “X” and “Y” may be bigger, but Boomers are still an enormous market segment that shouldn’t be ignored. All indications are that marketers are beginning to realize that, and are starting to chase those dollars. Yes, it’s true; Boomers will be a bit more judicious when making purchases when retired but that doesn’t mean they won’t be buying. In fact, not only will Boomers be buying, they’ll be demanding the marketplace offer products and services to suit their needs and those needs will be many. 

In my opinion, there’s one company out there that has been consistently innovating useful products for all market segments and that’s OXO. Their mission statement says it all: “OXO is dedicated to providing innovative consumer products that make everyday living easier.”* This is a brand that I’ve embraced not only for my 82-year-old arthritic mother (I most recently purchased an OXO Good Grips® watering can for her) but also for myself. Their products are cool and trendy and don’t scream “I’m challenged”; they simply say “I’m easy to use”.  I see this being the kind of company that will capture even more of the Boomers’ dollars as they move into their mature years. After all Boomers don’t want to admit to their physical limitations and nor will OXO with their products.

So yes, I will be buying as I move to the next stage of life; I just won’t be buying the research that implies Boomers spending power isn’t worth chasing.  I’m glad to say I’m not alone with these sentiments, just today I read a commentary from Mark Bradbury supporting my opinion. My belief is that Boomers will forge ahead with new demands in all product and service categories and this can only mean new opportunities for marketers.

– Posted by Tom Gorski

* OXO refers to OXO International Ltd. Good Grips is a registered trademark of OXO International Ltd. Watering can image and mission statement from www.oxo.com

Preparing for Caregiving Now and in the Future

Diane Sargent, Director of Corporate Relations at South Shore Elder Services(SSES) was looking for an alternative to the usual speaker when she was planning the program for the

SSES’ "Aging is Everyone's Future” conference and dinner which was held on May 11th. She decided to ask four professionals to share their caregiving stories in hopes that their different perspectives on this highly emotional topic would provide inspiration to the over 120 attendees and help them to realize they are not alone in their struggles.

I was so honored that she asked me to be one of them. I’d gotten involved with the SSES a few years back when I met Diane at networking events. She’d asked me for some marketing guidance for the organization, which I was happy to provide. I suggested SSES shift its brand focus from the seniors themselves to the caregivers, usually their Boomer children, and add more emotional impact to its messaging. 

The panel presentation, which was moderated by Kate Granigan of Overlook C.A.R.E.,  was therapeutic for both audience and panelists. Lynda Chuckran of Welch Healthcare and Retirement Group realized that, even though it had been a few years since her mother passed away, she had not really told her story before that evening. She talked about being an only child and the challenges of caregiving when you have no siblings to help out. Even though she works in the industry, she found it difficult to juggle her job and caregiving, along with her role as a single mother to a young daughter. She told the audience how important it was to be an advocate for our elders, especially when they no longer do that for themselves, and how to tap into help and support in community.

Susan Peters of Mount Vernon Mortgage shared her story about trying to do it all herself—even going back and forth to her mother’s house in the middle of the night when her mom called her in a panic. She told how she finally called upon her siblings when she realized she was at the breaking point, and how thankful she was when they stepped up to the plate and took turns staying with her mom. Her message was simple: ask for the help you need.

Harrison Stebbins' story was a bit different. When his older brother suffered a debilitating accident at age 16, 14-year-old Harrison became a caregiver, along with his parents. He continues to strive to help his brother be a productive citizen; recently, they purchased Amazing Grace Private Home Care together. Harrison’s caregiving role will continue for some time to come and could potentially become more complicated because his parents are aging, not only are they unable to care for his brother as they used to, they are beginning to need care themselves. 

As for my own story, it was about becoming gradually aware of changes in my Dad’s condition after my mom passed. Thankfully my sister and I live nearby and are able to share responsibility in Dad's care, but it still wasn't easy. Initially we struggled to find in-home services for Dad, this was a number of years ago, when there weren’t as many options as there are now. Then it was making the hard decision to seek out an assisted living facility; having to be honest with ourselves that neither my sister nor I had a living situation that would work for Dad, and that he needed to be in a more social environment.

It's amazing that there are events like this now where people can get so much information. There was nothing of this magnitude just 6-7 years ago, when I was beginning my caregiving journey. I’ve become so passionate about the elder care industry, and want to spread the word about all the products and services that are there to make caregiving a little easier.

That’s one of the reasons that Gen-Sights had a booth at the conference. It was our opportunity to launch our brand on our booth banner and handouts, and to meet the other vendors who were participating in the event. We talked a lot about the importance of getting the word out to Baby Boomers, who are both taking care of their parents and moving toward the age where they will be starting to think about their own care.

Since Boomers don't really like to think about their own aging, it's a little tricky to communicate in a way that resonates with them. That’s why Gen-Sights is helping companies target Boomers with branding and messaging that’s compelling and differentiating.

All in all, it was a very satisfying evening. It reinforced what I tell my Boomer friends who are caring for elders: don't be afraid to talk about it, don't be afraid to seek help, and if you don't know where to start, contact your local agencies like South Shore Elder Services or Council on Aging. They can point you in the right direction. Or seek out groups like the Senior Service Network or find publications like the South Shore Senior News. These are great resources for caregiving needs. And as we Boomers start to age, there’s sure to be more in the future.

(Pictured in middle photo L to R: Ed Flynn of SSES, Lynda Chukran, Kate Granigan, Laura Willis, Susan Peters, Harrison Stebbins)

– posted by Laura Willis

Boomers + Pets = A Full Nest

As I prepare to send my first born off to college this fall, it occurred to me that my wife and I are now one child away from an empty nest.  How will we Boomers ever cope?  After 18 years centered around scout meetings, school recitals, horseback riding lessons, little league games, you get the picture, I can’t imagine life without my kids. But wait, I do have other kids…furry kids, the kind that never talk back, that always greet you with a lick, and love you unconditionally, my dogs.

For years I’ve not only been sharing pictures of my kids with friends but pictures of my dogs too. When I bump into friends at the market as I did the other day and ask them how their dog is, they show me a visual photo album on their i-Phone. The conversation begins to center around our dogs; how they’re getting on in age and what their favorite outings are. I think to myself, have we come so far that our pets have replaced our kids? On the contrary, they’ve only been elevated to a new position in the hierarchy of the family, courtesy of the Baby Boomer. Gone are the days when our parents relegated the family dog to a chain attached to a tree in the backyard. Poor Rover, he was lucky if he even received even a passing glance.

Today things have never been better for Rover. According to the American Pet Products Association, in 2010, U.S. pet spending will reach a whopping estimated $47.7 billion, up from $45.5 in 2009.  Pretty impressive figures considering we are still struggling with a recession. It’s my guess no one told the dogs and cats we’re in one.  Considering that Americans spent $23 billion on pets in 1998, we’ve more than doubled our spending in just 12 years.   What a huge opportunity for a company marketing pet products to empty nest Boomers who’ll insist, nothing is too good for their Rover.

Traditional boomer product lines such as Harley Davidson, Paul Mitchell, Omaha Steaks and Origins, to name a few, have expanded their product lines to include dogs. After seeing a Harley guy stopped at a red light, with his pet Chihuahua along for the ride in a Harley dog seat, I know Harley Davidson gets it.  In my imagination, I see this burly biker gently massaging Paul Mitchell into his Chihuahua’s coat; then applying Origins conditioner to keep its coat silky smooth.  After the at-home spa treatment, they sit down to enjoy an Omaha Steak together. Sounds far-fetched? Guess again.

Consumer product companies have a huge opportunity to embrace the pet market the way they expanded into the children’s market when Boomers were raising their children. It wouldn’t be off the wall to see a Williams-Sonoma or Crate and Barrel come out with a line of pet products, if they haven’t already. The opportunities are endless, and if a company hasn’t thought about the pet market yet, they should consider that $47.7 billion market and all that discretionary money Boomers have to spend. Spending on our dogs has never been a question in my house; they are just another line item in my monthly budget.  

As I think about my life as an aging Boomer approaching that empty nest stage, I can only say I have two furry kids that will never leave their pampered nest.  While we wait for all those future grandkids, we have our dogs to spoil and spend on.  My nest will always be full.

(See a related article in Wall Street Journal, May 7, 2010.)

Posted by Tom Gorski

Shhh! Don't say aging!

Baby boomers don't really like to think about aging. Oops I said the word! Please forgive me, if you're a Boomer. According to the book Generations at Work*, the mindset of the Boomer is, “They'll never, never grow up, grow old, or die.” We're the generation that started “coolness” and still think we're pretty cool. Therefore when there's an ad for a cosmetic product, Boomer women don't like hearing "anti-aging" or "age-defying”. As I chatted with a Boomer friend, we were discussing how frequently the models used in those ads look like they're in their 20's or 30's at best. No way we can relate to them. Frankly, I think those products may, in fact, be targeted to the 30-somethings who are more "worried" about aging. A friend of mine in her mid 30's recently discovered her facial skin was sagging in a way she hadn't noticed before. She told me she’d be open to a nip-tuck down the road. Being 51 myself, I have to admit that I sometimes look in the mirror and do the little pull back on my cheeks to see how much younger I could look. And I try to eat healthy and exercise in hopes that I'll stay younger longer, but I really don't obsess about it. Marti Barletta author of PrimeTime Women™ says, "Boomer women are not "in denial" about how old they are or what they look like. They accept their age, actually relish it, and can't wait to see what the second half of life brings them."

That said, if someone is marketing to Boomer women, you need to get into the mindset that, while we may accept our age, we don’t want anyone, especially marketers calling us "old".

Statistics from a Focalyst study say that Boomers in general are offended by much of the advertising out there today. Since Boomers are the largest spending segment of our population, advertisers ignore this at their peril. We showed an ad for a denture cream at a Gen-Sights presentation back in January. Those boomers in the audience who hadn't seen it on TV were horrified. It was like a bunch of 20-somethings sat around thinking of a way to make fun of those "old folks" who need this product. Well, they succeeded. Not sure how much denture cream they're selling. Thankfully, I don't need the stuff yet, but probably wouldn't buy that brand if I could help it.

It can be challenging to create a successful cross-generational campaign. One exception is Mutual of Omaha’s "Aha Moment" campaign, featuring real people's stories, from all generations. Very moving and something we can all relate to. You can learn a lot about the Boomer mindset from this campaign. Job well done.

On a more serious note, I think that Boomers also don't like to think about their parents aging. I've had conversations with many friends and colleagues who have taken on the role of primary "concerned adult child" in their families. All too often, they see their parents begin to struggle a bit, maybe to the point where they need care, while the rest of their siblings are in complete denial. Perhaps it's because if they admit their parents are getting old and needy, they can’t deny that they are next in line. They think their parents will always be parents and able to take care of themselves. I know I thought that way until the role reversal happened in taking care of first my Mom and now my Dad.

There is a government statistic that states Boomers will be taking care of their parents longer than their children. Because Boomers are often unaware of the many services that are available these days to help with eldercare, they are often struggling to care for their loved ones alone, or are thrown into a situation in an emergency when one has a catastrophic incident.  When I attended a Senior Service Network meeting for the first time, and saw what’s available, I nearly cried to think about how much easier things could have been for my family, if only we’d known. Somehow, many of these services are missing the mark in reaching the Boomer children who need their help. This is no easy task, since Boomers don't really want to think about it. But there ARE ways to communicate with Boomers that resonate with them. Here are just a few suggestions.

• Provide good clear information on how you can help them
• Don’t use imagery or content that is rude, crude, and insulting
• Be the brand that is relevant, passionate, and committed
• Fulfill their needs and make their lives easier

There is still an us-them mentality when it comes to Boomers and "seniors", particularly for trailing-edge boomers (those 46 to 56). Since they and their parents are still on the younger side, aging is not something that has even remotely entered their minds. I myself shudder when I hear on the news that someone that had a car accident at the age of 60 is described as “an elderly driver”. I don't think so! The leading edge Boomers will be hitting 65 next year, but don't you dare call them "seniors".

*Generations at Work, Ron Zemke, Claire Raines, Bob Filipczak

– Posted by Laura Willis

Helping Marketers Tap into the P.O.W.E.R.™ of Storytelling

I was sitting on our deck reading the Sunday papers, when my sister cleared her voice to get my attention. As I looked up, she was holding the back page of the first section of the New York Times for me to see.

There was a beautiful full-page, full-color ad for the new Apple iPad. Even though I was sitting on the opposite side of the deck, one glance told the entire story. You got the sense of an adult, cuddling a child on her lap; together they were reading Winnie the Pooh on what appeared to be an actual-size iPad.

The real beauty was that the center of focus was the storybook on the iPad screen, complete with illustrations of Pooh. All you saw of the people were their hands and feet. If you’d ever read to a child, or been read to as a child yourself, you could picture yourself there. “Wow,” I thought to myself. “There’s an ad that truly demonstrates storytelling P.O.W.E.R.™!”

At Gen-Sights, we work with marketers who are interested in connecting with the Boomer market and tapping into that generation’s $2 trillion in buying power. (“Who wouldn’t want to target an audience with that much potential,” you might ask?). One thing we stress with clients is that if you want to really connect with Boomers, you better tell them a story—the authentic, powerful story of your brand.

See, while it’s true that almost everyone loves a good story, thanks to changes in the way the mind works as people age, Boomer brains have become particularly receptive to information presented in an emotional, narrative style. To help companies understand how to translate this into their marketing communications, we’ve developed some tips for creating stories with P.O.W.E.R.

P. for Perceptive: Become a perceptive marketer. Start by taking the time to truly understand the needs, wants, values, and concerns of your particular slice of the Boomer audience. TIP: Not all Boomers think alike! Then look at the ways your product or service might align what you uncover. The insights you gain through this process can then be used to create a story that will resonate on a deep level with your target audience.

For instance, one perceived barrier to an electronic reader like the iPad is how it might affect the reading experience. In the Apple ad, you not only see that the book’s page, including type and illustration, is authentically reproduced, but the child’s hand is reaching out to turn that page. It’s a real ah-ha moment that demonstrates one can still enjoy the pleasurable elements of the traditional reading experience.

O. for Ownable: Whether you’re marketing a product or a service, the story you create has to represent your brand truth. Everyone from the CEO to the customer service rep to the guy driving the delivery truck has to feel like they own that story and equally important, are living it. The most valuable information you can give your customers are stories that demonstrate your real passion for what you do and the way you really do it.

With this iPad ad, Apple is hinting at the ways it might transform reading, much the way the company’s previous “i-”devices changed computing, listening to music, and using the phone.

W. for Win: Obviously, when the consumer buys your product, your business will win. But your brand story has to contain a win for the customer as well. Will your product make life better? Easier? More fulfilling? The story has to tell of the win that the consumer will enjoy, courtesy of your product.

To continue with the iPad analogy, the ad shows how the device, with its big screen, creates opportunities for sharing, just like a real book.

E. for Emotional: Sure, the features and benefits of your product or service are important, but can you describe them in a way that touches your target in an emotional fashion? Forget the fact sheet; talk instead about the compelling idea behind your business.

Apple could have run an ad that explained how many books the iPad holds, but instead they showed only a picture of a mother and child reading together. That says it all.

R. for Real: Forget fluff and hype. People today, especially Boomers, are hungering for real, authentic experiences that are relevant to their lives or the lives of the people they care about—and buy things for.

So does this mean the iPad is targeted to Boomers? Well, I for one could imagine a Boomer loading one up with beloved children’s books as a gift to a grandchild. (Maybe that’s how the mother in the ad got her iPad!) Or maybe Boomers buy one for their parents, so Mom or Dad can read books, watch movies (again that big screen), and surf the web without dealing with the complexity of a computer. Of course, when it comes to themselves, Boomers are surprisingly technologically savvy, love new things, especially if there is demonstrable value, so we’ll see how all those apps turn out. But one thing is for sure, at least with their iPad print ads, Apple seems to be telling Boomers a story with P.O.W.E.R.


– posted by Lynn Schweikart
photos captured from www.apple.com/ipad