Advertising for Baby Boomers: Advertising for Eolds

That is what many of us are doing now. Young-Olds – or Yolds. Hey, it could be even worse: old-young – or ayongs.

The decade of ‘young and old’ begins

John Parker predicts that 65-year-olds will not retire quietly in the background
The year 2020 will mark the beginning of the decade of Yold.

Mr Parker is a little behind the curve with his predictions. Yours Truly (and the scores of others) ‘predicted’ this year and years ago. Taken from my book Advertising for Baby Boomers 2005:

Contrary to popular mythology, baby boomers do not believe they are still teenagers or young adults. (Some may, but they need therapy.) Boomers are strategically redefining what age means. This new definition incorporates the attitudes of some young people – but the real change is that many, instead of being exhausted. We are not ‘waiting for retirement’, we are waiting for new life, new challenges. Only a small percentage will opt for pure leisure. (I predict that in twenty years the word ‘leisure’ will still be in the dictionary, but will be followed by modifiers. Ancient.)

August 17, 2007

The word ‘r’ is time to retire
শিশু Many baby boomers, now 60 years old, want to be healthy and work forever. Many move to a variety of careers… so “leisure” is a passive word.

In a related non-development:

Manager: 3 Attractive Reasons Why You Should Hire More Baby Boomers

Recruitment in this population may be the best strategy to build a prosperous work culture.
By Marcel Schwantes

Good article. When I wrote this in 2003, it was just as good:

Back into the fold
A Giant Leap: There could be a small revolution in the creative end of the advertising industry. If you want to reach out to us, you have to bring back the talented men and women of the late forties and early fifties. These include copywriters, graphic artists, producers, directors and creative directors.

See a collection of those molds from then on yold Post:

The power of human resources / brain

I will end with a 2009 molded yold post that covers both yolds and yolds recruitment:

September 17, 2009

Late Bloomer Boomers
The Late Bloomer Boomer Movement is going to explode completely, and there is no way to stop it. Magic Equation: Thirty-odd years of experience and not feeling old and being relatively healthy and knowing that you have another 25 years of productivity.


Off-topic and just for fun:

Chuck is very calm and cutting-edge and a very important person post
Ashton Applewhite, You’re-An-Asshole-If-You’re-Ageist, a leading activist in the world and Shaker-Upper, quoted me in his book This Chair Rocks: A Manifesto Against Eczema.

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