56 january/february 2019
DIVERSITY MATTERS
The fact is, we have a diverse, aging population.
Estimated at 76 million strong, the baby
boomers are currently the largest living adult
generation. And they have a lot of spending
power. More importantly, though, millennials
are on track to surpass the boomers by 2019,
rising to 73 million while boomers decline
to 72 million. The oldest Gen Xer will turn
53 this year. The oldest millennial turns 37.
So, are we really that surprised that a shift in
marketing would occur? I don't think so.
What does this mean for us and our
profession? A lot, actually. Successfully marketing
our products and services largely depends on
being able to speak the same language as our
clients. So, if the majority of our guests feel
offended by claims to "antiage" or turn back
the clock, then we should just stop using that
language in our advertising or menu copy,
right? Unfortunately, it isn't that simple.
Our aging population happens to be comprised
of three specific generational segments, and
each segment sees the world very differently.
As professionals
in an industry
that's focused
on outward
appearances,
can we shift that
conversation?
Do we even
want to?
