Annah Grace’s PR thoughts

In the words of Jim Donovan, from his blog Pledge to Stay Young ”This is the generation that will re-define our concepts of aging and, once and for all, destroy the myths and stereotypes that have been perpetuated on older people for far too long.”

As the Baby Boomer generation reaches age 60, the PR professionals, as well as the rest of the world, must realize what changes are about to take place in our society.  I found an interesting article written by Bill Huey about what PR is and more importantly isn’t doing to adapt to these changes.  Huey’s article included several tips for PR practitioners including proposed paths that our profession must focus upon such as the medical field.  I think he might have overlooked an important potential cash cow for PR.  Think the travel industry. 

As the Baby Boomers grow into retirement, I believe we are about to see travel make a boom of its own. We aren’t just looking at a shift in travel trends, but in geographic demographics as well.  Florida has no hope of being a “real, Southern state” (not that it ever has, no offense Floridians) as these retiring “snowbirds” continue to take over. This will affect many regions, not just sunny Florida, in more ways than simply changing neighborhoods.  This generation is politically active.  I expect that many will run for an office fresh out of retirement.  Even if they do not, the regional interests will shift as well as the national political issues.  Political consultants take note:  solving the healthcare issue will be enormous in upcoming political races.

I certainly do not expect this generation to retire quietly.  I agree with many others that they probably will not ever acutally retire.  Which, by the way, I think is a great thing!  I am so impressed by the work ethic and standards by which this generation lives.  They have witnessed changing times and adapted to them since they were born, I don’t believe they will stop now and I surely hope that they don’t.  I look forward to their post-retirement businesses or jobs.

What does that mean for us in the PR world?  It means yet another way we can benefit from the Baby Boomer generation.  We can learn from them, get to know them and spend our careers targeting them because they are no doubt the largest demographic in America.  Not to mention, they are just so darn cool.

I believe that Art Workshop International has the right idea.  According to a pr.com press release, they are combining travel and hobby to cater to their primary target audience… the baby boomer. They’ve been doing business for 25 years, but have even joined the social media circle to push their art workshop to those active Baby Boomers online.  This is a brilliant plan.  I just wish that I had thought of it!