Talkin' About Our Generation
According to a survey conducted last year by the MetLife Mature Market Institute, we 76 million baby boomers are clearly a force to be reckoned with. The study reports that of those who turn 62 this year, 77 percent are in good to excellent health with a net worth (excluding home value) of $257,800, and an average annual income exceeding $70,000.
It’s no wonder we’re a prime demographic for American marketers.
A recent U.S. News & World Report story also pointed out that boomers annually pump an estimated $1 trillion into the marketplace via the purchase of everything from luxury cars and vacation homes, to designer shades and state-of-the-art iPods.
No slouches they, advertisers have been quick to jump on the baby boomer bandwagon by using idols and images from our youth.
Cream’s classic hit, “The Sunshine of Your Love,” serves as the soundtrack to a commercial for Touch of Gray hair coloring, with the announcer explaining that “ The generation that swore it would never get old ... didn’t. Welcome to the summer of life.” The ad concludes with a shot of happy, peppy 50-plussers on the beach in surf gear, one of whom laughingly reminds us to “never trust anybody over 90”— a new twist on a nostalgic ’60s mantra.
And “Easy Rider” Dennis Hopper proves that he hasn’t left his “born to be wild” days in the dust, as he assures us that we can realize our free-spirited retirement dreams by joining forces with Ameriprise Financial.
Clearly, we’re here, there and everywhere. More cases in point:
Steve Carell has brought the 1960s sitcom “Get Smart” back to life on the big screen.
“LOVE,” Cirque du Soleil’s magical, mystical tribute to the Beatles, is playing to packed houses in Vegas.
Frankie Valli and The Four Seasons are once again in the groove, thanks to the Tony Award-winning Broadway musical “Jersey Boys,” based on the story of their life together.
So, there’s no better time to embrace My Turn, a magazine about my generation and yours.
Here you’ll find the health and fitness tips you need to live life to the fullest, as well as worry-free ways to make your dollar grow. You’ll also find inspirational stories about Northeast Ohioans on their way to charting a successful new course — whether it’s former Cleveland Indians manager Mike Hargrove, who left a 35-year career in baseball to focus on what matters most to him; or Katheen Varga, determined not to let adversity deter her from persuing her passion.
In every issue, you’ll travel to a not-to-be-missed locale, such as the quaint Canadian town of Niagara-on-the-Lake, known for its award-winning theater and laid-back ambiance.
Whether you’re an empty nester ready to downsize or someone on the brink of bidding adieu to the hassles of homeownership, My Turn will clue you in on the best places to live.
Enjoy. The best is yet to come.
12:00 AM EST
August 5, 2008