Porter Novelli

A look into Porter Novelli’s Styles database shows how Boomers are blurring the lines between old and young and, as they start to become seniors, are changing the way we think of how Americans will enjoy their golden years.  Read on for more, and check out our panel discussion: The New Age in Aging happening Dec. 12th in Washington, featuring our founder and former AARP CEO Bill Novelli as moderator, together with experts from Pew Research Center, The Human Rights Campaign Foundation, Associated Press and The Hartford Center for Mature Market Excellence.

Youth is wasted on the young? Not according to Boomers. Lately marketers are drawn to Millennials as the hip, high tech and fun cohort du jour. But, in addition to outspending other generations, Boomers often fit the stereotypes we affix to Millennials.

Consider entertainment.  Foodies. Binge-watching the newest releases on Netflix.  DVRing their favorite shows.  Obsessively pecking away at a computer game.  If all of those make you think of Millennials, you are right—but you should also be thinking of Boomers.

And what about those charitable giving habits?   There is plenty of idealism left among Boomers—and it’s often at levels that match Millennials. That, combined with the fact that Boomers have more of both time and money to give shows there is much to be gained by tapping into the passion Boomers have  for helping others. They are still seeking to better the world as they’ve done their whole lives.