Selling Happiness: Boomers Look for Youthfulness, Optimism and Social Consciousness

I once had an editor that said, “I know I’m old. I just don’t want to be reminded of it all the time.” He made the comment in reference to the under-45 mission our magazine had tacitly adopted, which manifested itself in the photographs and language we used throughout the pages. Fresh-out-of college young ladies were shown planting flowers, just-married young couples walked parks together with toddler in tow, and the use of “cool” and “hot” in story headlines became ubiquitous.

Thing is, my editor’s philosophy was supported by hard research garnered through reader surveys and studies. Younger readers, predictably, wanted to see their peers in the magazine. However, interestingly enough, those same studies uncovered that older readers had no objection to seeing a younger, modern, and trendier stories and photos. Furthermore, they actually preferred this spin.

A recent study by the Geppetto Group reports that those in the Boomer generation are still looking for uplifting mechanisms and are even “identifying” with youthfulness when selecting brands. As well, adults beyond adolescent age want to see that companies are socially conscious through green efforts and sustainability. Far beyond advertising, however, public relations can be a primary engine for conveying freshness, optimism, and social responsibility in a brand.

For instance, a company that hires a PR firm to build its social media will be seen as
youthful and in-tune with the day. As well, it will be seen as socially conscious, by taking an electronic, non-paper route to reach their audience. Public relations firms often guide companies into strategic philanthropy so that the company is seen in the public eye as community-invested, in-touch, and reachable.

I once set up a story for an elder care company with a local newspaper. The photography
for the story was as strategic as the pitch. Although the article focused on a company
that goes into the homes of elderly, often ill, adults, I made sure that there were younger people photographed with the elderly so that there was a component of life and vitality to the article.

In keeping with the findings in the Geppetto Group study, public relations firms would do well to explore and identify a fresh mindset for their clients in order to reach a maturing audience who is looking to stay vibrant.