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By Matt White
Only a few years ago, the generational market segments were neat and clean. “Matures” were born between 1909 and 1945, Boomers between 1946 and 1964, and Generation Xers between 1965 and 1983.
These segments helped journalists generalize, marketers advertise, and researchers categorize. With the passage of time, however, even a mere five years, the generational waters have become murky once again.
Why? Essentially, the matures grew into “seniors,” a generation of boomers became matures, and the evolution continues. And while these waters may be murky, it is a surface and temporary condition. That’s because the “New Mature” is a whole lot different, perhaps even more interesting, than this category’s previous occupant. Consider the following Yankelovich-inspired matrix:
When considering the above attributes, think about how the old matures typically waved their senior citizen cards proudly, while the new matures tend to keep it in a drawer. Hidden along with the half price pass to the local bingo game. The old matures had grown children, while the new matures may have at least one child still living at home (perhaps even under the age of 18). The new mature is active, flexible, empathic, and worldly compared to his predecessor. “Maturity” used to be a rite of passage. It now seems to be thought of by its occupants as nothing but a label —an irrelevant one, like “hippie.” Being a mature used to connote a change of lifestyle, maybe even the next stage of settling down, i.e. we raised them, educated them, now we can rest. The new mature sees it as we raised them, educated them, now we can enjoy the relationship. That’s where our opportunity lies.
America enjoys upwards of 69 million people between the age 50 and 61. They have witnessed and/or been a part of more historic milestones than virtually any generation: The echoes of World War II and the divisiveness of Viet Nam. The evolution of rock & roll and the momentary glory of Woodstock. They watched the advent of Color TV and the contrived anarchy of MTV. Politically, they saw the end of the Cold War and the moral shame of Watergate. They can trace the path from Live Aid/Farm Aid to spirituality and the wisdom of the 12-step program. They’ve “seen it all” as the cliché suggests. What’s the common thread? Adaptability to change. A sensitivity to challenge convention, perhaps innocently and subconsciously. Underlying it all, I think, is the potential to change the mistakes of their parents.
A core of these 69 million New Matures have more money to spend than the previous generation. Many of them still have a vital role in the workplace, as well as the time and tenure to travel.
Where the Old Mature still maintained a parent-child relationship with their adult children, the New Mature has developed a bonding friendship with theirs. It’s not just about “visiting” anymore. Conventional wisdom saw the adult children traveling to visit the parents. Increasingly, the New Mature parents are doing the traveling to the children. Often, they are traveling together to a neutral, new experience destination.
Options, Excitement, and the Need to Simplify
Based on their psychographic profile and historical perspective, the New Matures have come to expect and, to some extent, embrace options. They’ve proven their ability to go-with-the-flow, evidenced by the turbulent socio-political times they grew up with. They weren’t necessarily born to multiple choices, though they’ve evolved with the growth of opportunities for decision-making. This takes shape from the mundane (120-plus television channels) to the complex (skiing or beach vacation). Therefore, they aren’t averse to the risk of trying something new. Since they philosophically understand that life is about the journey and not the destination, travel marketers have an opportunity to tap into their inner sense of adventure, both in terms of how to get there, and what to do once they arrive.
The cruise business probably best exemplifies the changes in relevant options. Not that long ago, as a ship was nearing a port of call, options were somewhat limited to beach and shopping activities. Today, they are seemingly endless, from yoga camp to parasailing. That plays right into the New Mature’s diverse needs, including a chance to connect the spiritual and the physical.
Excitement? Don’t deny the New Mature that option. Whether real or imagined, I believe they see themselves as being ready for anything short of rock climbing. My agency conducted some travel focus groups recently, and we had a number of New Matures project the attitude of “don’t tell me what I can or can’t handle.” Madeline Chaipel, a 60 year-old retired high school English teacher from New York, had a great story to tell. “I have three grandchildren, 13, 10, and 6. I got bored taking them to the beach. I’d read and they’d build endless sandcastles. So, I took them with me to Panama City, Florida to swim with the dolphins. Travel companies should advertise those types of activities, because if I can do it, anyone can!” While her example could be taken as extreme by some, her point is well taken and directionally relevant.
Even a company like Disney, typically seen as the province of families with young children, is targeting the New Mature. Disney understands that this age group sees no disconnect between youthful, whimsical adventure and themselves — and their friends and family.
So, the $64,000 question is how do we market to them? We know they have money to spend, they’re willing to take the time, but only the savvy travel marketers will win this group’s faith and loyalty.
1. Even though they like choices, keep it simple. While New Matures embrace weighing the options of destinations and types of vacations, don’t overwhelm them with details. To paraphrase James Carville, “It’s a vacation, stupid.” Give them a clear compelling message, but do the math for them.
2. Respect who they are and the generation they’ve come from. Generally, consumers aspire younger to advertising imagery. After all, most of us don’t want to admit to being old. However, this segment wants to relate to seeing their peers doing aspirational and like-minded activities at exciting and new places. Let them know you understand they are proud of who they are. Err on the side of active, not passive.
3. Stay as far away from stereotypes as you would the cast of Survivor. Even if you’re a vacation, destination, or transportation marketer that’s traditionally attractive to “older” travelers, give it a new twist. Choose music that will conjure positive images from a time and place they can relate to. Show their peers doing unique yet bonding activities with offspring in their late teens and early twenties.
4. Partner with companies that are strategically relevant to them. Amtrak Auto Train and Disney is a good example. Reach them in non-traditional ways. Use partner marketing and distribution channels that mirror your brand’s intrinsic value. Show them that the value transcends the hype of traditional media.
By all means let them know you understand their desire for adventure and discovery. Remember, this group fared better economically than their parents and predecessors, and perhaps even better than their children will. Show the New Mature that your product or service is worthy of their time, effort and dollar. Finally, they are probably tired of Motown music as the backdrop.
Peace.
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