As from this Saturday, Mick Jagger is turning 65 and will officially be entitled to a basic state pension of probably under $180 a week. Not that he needs the money. Mick will be officially an old-age pensioner. He represents the new boomer, always age-defying and creatively charged to change the world. Have you seen his live performance this year "Shine a Light” which he acted as executive producer. I think a new Rolling Stones album is in the making. Michael Philip Jagger was born in Dartford, in the south of England, on July 26, 1943, the son of a school teacher and a hairdresser. He is the oldest among the Boomers (born between 1943 and 1960, aged between 47 and 64). He joins the rank of other Boomers including Bill Clinton, Bill Gates, Oprah Winfrey, Tony Blair.
What are Boomers like? There’s a strong sense of “Individualism” – sense of self-sufficiency. They are anti-establishment. They are more well educated and generally in good financial shape. Many research offer considerable advice with regard to potential changes in health and finances, but a question of particular concern to an aging generation is how to deal with their lifestyle in changing world? When career, financial, health potency and family circumstances change, how do they keep, and even improve, their sense of who they are, their self-esteem, and their satisfaction with their life?
Companies are rushing to get in front of the revenue train, searching for a constituency of consumers to whom they hope to market to and never has their been so predictable a mass of humanity with an undeniable need as the aging Baby Boomers. The Boomers have accumulated special skills, tons of knowledge, and a sense of being productive. Their pride in themselves is often tied to their youth, careers, and families. And many, especially those used to exercising their minds and using their hard-earned skills, want to retain the levels of competence that are important to their self-concept. The idea is to continue using our skills and knowledge, but in different ways. This time around, they are not using their vast storehouse of knowledge and capabilities to advance a career, make money, or "prove something". They are ready to change the world, again.
If you talk to those top model agencies in NY or London, they will tell you older models are the fastest growing segment and in high demand. They are referred to as "classic" or "sophisticated." After all, what middle-aged woman wants to buy moisturizer from a model who's too young to order a martini? Boomers want to see someone they can relate to.
J.Crew has introduced an online section within online store that features 58-year-old Los Angeles model Pia Gronning. The sundresses will be the same, but the styling will be more age-appropriate and sophisticated. The aspiration in ads has shifted to having a full, rich life. If you look at many of the fashion and luxury brands and products today, they are missing on these “new youths”.
