Project Clarity

My demographic, GenX, is enamored with the Baby Boomers. We appreciate their idealism, even through our standoffish indifference. A case in point: I was at a party in 1987, an outdoor affair in the springtime out in rural Chatham County, North Carolina. Dr. Bob was there, as usual. A research scientist, a biologist I believe, in the Research Triangle Park. Or an “old hippie” as we called him. One of many elder statesmen and stateswomen aboard this particular Viking ship.

Ahh, a band was playing. A loose confederacy of acquaintances banging out old Grateful Dead and Steppenwolf tunes. Dr. Bob leans toward me beside the campfire. Like the intentionally helpful neighbor in “The Graduate” he confides, “Rock and roll retirement homes.”

“What, Dr. Bob?”

“That’s what my generation is going to need. Rock and roll retirement homes, where they pipe in this stuff while we age on, little brother.”

At the time, I wrote that off as old hippie talk, but now I realize the astuteness of the good Dr.: The baby boomers, there’s a bunch of them, and marketers of most products and services need to take a close look at them.

As we scarcer GenX’ers take their jobs and the wheel of business and society (including the debt and other associated baggage), we need to study these folks closely. The rock and roll retirement home is not just a business proposition. Word to your Moms.