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While TV advertisers fight over those coveted 18 to 34-year-old millennials with disposable income and a need to look cool, direct response marketers wisely focus on the Boomers and Xers that make up the bulk of the market.
Boomers and Xers have a lot in common, mainly a rebellious nature and seemingly unquenchable thirst for special knowledge, but there are also some crucial differences between the two.
John Carlton is, of course, the Boomer’s boomer, having embraced every moment of the social and political landscape, growing up in the 60’s and staying true to his roots, while remaining sharply in tune with all generations through his market research and the diversity of the friends he keeps.
Kevin Rogers, I’m the Xer who can check off just about every box that defines the term child of divorce, youthful wandering, unhireable in the real world by resume and, of course, we’re also welcoming our special guest, our podcast producer…
Brian McLeod, who just happens to be exactly one day older than Kevin and has a ton of intriguing insight on the subject.
This Podcast episode is a little different… instead of digging into one of John’s previous Psych Insight rants, we decided to record a brand spankin’ new Psych Insight on a live call recording.
A FEW HIGHLIGHTS FROM THE SHOW:
John: All of the writers that we know and we communicate with a huge group of the A list writers in the country, it’s beyond fascinating as a subject, it’s startling.
Kevin: Gen Xers are facing their midlife crises and it really raised eyebrows for Brian and I. It set off this great discussion and it’s all going to come back to how you need to think as marketers about attracting these Boomers and Xers and identifying with them and the similar, but sometimes vastly different worldviews they carry with them.
John: This is probably a good time for a warning. Too much reminiscing, too much living in the past as a marketer is going to hurt you, but I am living proof that you can still embrace every part and, of course, the life well lived is the life well examined…
Kevin: The collective conscious (of today’s generation) is in complete disarray and will never really come back together.
John: The collective unconscious of my generation was very focused on a small number of things.
Brian: Our generation grew up with a big advantage, hip parents. Our parents had good record collections.