Boomers love triangles and pyramids
Let’s face it, Americans over 50 love triangles and pyramids – after all, we were imprinted with them early on; the number three is embedded in our psyche.
In 1960s, ’70s and ’80s our developing young minds were inundated with pyramids and triangles. Some were seductive, some were mystical and some were just plain scary.
There was the infamous Los Angeles Pyramid Party scam of 1980 – a kind of early social networking phenomenon – which, until it was busted by The Man, went viral to the point that get-rich-quick attendees caused traffic jams on the freeways (HT Steve Sailer blog).
Inside a pyramid, we learned, razor blades would spontaneously sharpen, food would be preserved and spiritual energy would channel the wisdom of the ancients. Thanks to Mythbusters, we now know better.
So let’s not even get into conspiracy theories that swirl around the pyramid on the back of a dollar bill. The government has an all-seeing eye? C’mon now, really.
Of course, the grandaddy of them all is the Bermuda Triangle. Coined in the 1960s, the term quickly passed into Boomer-speak, spawning magazine articles, books, TV shows and movies for decades.
Bounded by Miami, Florida, and the islands of Bermuda and Puerto Rico, the triangle is the last known whereabouts of countless missing persons whose boats and aircraft mysteriously disappeared without a trace.
The usual suspects are extraterrestials or the ghosts of long-dead pirates. Pirates? OK, OK, all together now: aargh!
But there’s a far more plausible explanation; it’s Madison Avenue! We’re sure of it because they have already admitted to “disappearing” millions of Americans over 50.
Why Madison Avenue disappears 300,000 Americans every month
Over four million Gen Xers celebrate their 50th birthday in 2015. Which, as we have posted before, means they are disappearing from mainstream brand advertising at the rate of around 300,000 a month.
Yes, Madison Avenue is spiriting them away, never to be seen again. Dropped as models and actors in most advertising, and no longer specifically targeted after 50, they now join their slightly older siblings in the eerie, silent fog of the Boomer Triangle, where relics of the past are imagined to drift along in a nostalgic, befuddled reverie.
§ They are bad for brand-building: they scare off the kiddies.
§ Unable to tell Snapchat from a chapstick, they are no longer cool.
§ They cannot adapt to new brands, or change behavior. So why bother?
Venturesome Millennials are rethinking the Boomer Triangle myth
The gulf between fact and fantasy is a costly one: the Boomer-Plus Generation™, born 1940-1965, is not only America’s most affluent generation, it is also the most adaptable.
Happily, some daring young disruptives have begun to realize the old myths are wrong. Rather than the Boomer Triangle, the 50+ market is actually the pot of gold at the end of the rainbow – the lucky Saint Paddy’s Day shamrock of 93 million consumers who own over 70% of U.S. household net worth.
That would be us, the Boomer-Plus Generation, aka The 15th Nation.