April 10, 2007
Taking Aging Personally
By Bernice Hurst, Managing Director, Fine Food Network
Blame it on the media. Of all the images non-Americans have of the U.S., one becoming more prevalent is that of Baby Boomers in hot pursuit of the fountain of youth. While most countries are grappling with the problems of an aging population, older Americans are seen (unsurprisingly, perhaps) as youth-obsessed in terms of consumption and the ways they’re demanding manufacturers and retailers adapt to their needs.
They are seen shunning retirement and taking on new careers, reinvigorating their sex lives through products such as Viagra, feeding a plastic surgery craze, and demanding healthier food options to live longer yet feel younger. New businesses are springing up to deal with them, including consultancies advising businesses on how to adjust their marketing and their products to this breed of elder shopper.
Bob Fell, a director of strategy and planning at Varsity, a firm offering advice on how to cope with this brave new Boomer world, recently told the Observer that older people are going to “change the way we do everything, absolutely everything.” For example, when advertising to the new elderly, Mr. Fell’s message to Las Vegas casinos was “out with the cheap bus tours, in with the razzmatazz and dazzle.”
But in Japan, the elderly are going for more brain-stimulating products rather than the health, wellness and appearance categories preferred by Americans. In Japan, a broad range of mental acuity products – ranging from books, toys, food and other things – are the rage.
Ryuta Kawashima, a neuroscientist who supervised development of Nintendo games popular with older people, told the Washington Post that the popularity of digital entertainment with older Japanese consumers reflects Japan’s stage of economic development. “The era of pursuing material wealth ended, and public attention is turning to mental health,” Mr. Kawashima said.
Japan is apparently the fastest-aging nation in the world, with among the longest average life spans, 85 years for women and 79 for men. Factoring in affluence results in a huge retailing opportunity, even though there is little or no evidence that claims for brain challenging products can be proved. Chiaki Ura, a researcher at the Tokyo Metropolitan Institute of Gerontology, believes that if a vaccine against Alzheimer’s was to become available, the brain-exercise fad would fade.
Discussion questions: Will the aging population be most significant in how retailing develops over the next 20 years or will another factor such as ethnic diversity, environmental awareness or something else have a greater influence?
Aging is an economic issue. It is not a joke, regardless of what entertainment (“Menopause: The Musical” is currently running in London) may be derived from it. It stands to reason that, as we all die sometime, the more people who live longer, the more the retail world will have to change to accommodate them. No matter how well we try to live, eating healthily, exercising bodies and brains regularly, making a longer life desirable requires a number of different approaches.
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Baby Boomers will have an overwhelming affect on how retail and product development will function in the future. But no more than other large, identified market segments. Overall, I see retail responding to the personal wishes and desires of the shopper more than ever before. The question is whether these companies are providing what is good for the customer, or just what they want, hang the affect on the environment, their long term health, or other people as we will be living in a world with less and less personal space. I also was intrigued by the earlier comment that if a cure for Alzheimer’s disease was found, those looking for mental health and growth would be so focused on that…interesting concept.
The aging of America will have huge economic implications in all aspects of life while the marketing of consumer packaged goods is hardly an exception. Some products and categories will make multi millions of dollars marketing “fountain of youth” products while others will capitalize on “die slowly and comfortably.” In any case, the macro results will come from what the actual market dictates and manufacturers and retailers will respond accordingly, as needed, demanded, and as time moves on. My opinion is that we are still in the relatively early lifespan of the aging baby boomer phenomena so accordingly most of the marketing is aimed at this time on products that cater to the early denial stages of aging. This will change with time as we boomers come out of denial and start to crave more for items that make us feel better!
Aging baby boomers will not even be the most significant demographic development affecting society, and retailing, in the coming decades. The most significant demographic trend will be age diversity; the fact that there will be large and growing populations in every age group, from infants to teens to young adults to middle-aged to seniors.
Yes, there will be more seniors than ever, and they will be a larger share of the total population than ever. But seniors won’t look, act, think or believe their age. So we may be older as a society but not as dramatically as you may think. As an older population we will be richer, not poorer, due to, among other things, economic and asset growth and a redefinition of retirement to include work. (Seniors will want to work, be able to work, need to work, and will be needed in the workforce.)
In fact we are becoming, for the first time in our history, a truly age-diverse society. Our demographic profile is changing from a pyramid–with a large base of youth and small tip of old–into a pillar, with large and growing numbers of all age groups. Some retailers will want to target specific age groups, some will want to target a broader market.
Boomers are not searching for the fountain of youth anymore, now that they are age 50 and beyond. The quest now is for the fountain of vitality.
Retailers that can help Boomers maintain their vitality–financially, physically, mentally, socially and spiritually–will be the big winners over the next 20 years.
Keep in mind the median age of the Boomer cohort, in terms of numbers, is just now 50 years old. That midpoint Boomer won’t hit 70 until 2027 and will be consuming like crazy between now and then.
The Boomers have the wealth and mass to influence how retailing will CONTINUE to develop. Larger font sizes on packaging materials, bifocal-friendly buttons, knobs, controls and age-specific products/services are just a few of the current examples. As the Boomers become more conscious about their mortality, concerns about the environment and how it impacts them will be raised. Retailers will respond by seeking environmentally friendly products and touting the benefits to this demographic.
Retail, and the vendor community which supplies retail, have largely ignored or trivialized the aging market. Yes, pharmaceutical companies and now HBA marketers have been and are accelerating bringing age niche specific products to market. Those, however, are extremely easy opportunities to exploit, and do not require a paradigm shift in either product development or merchandising practices.
For the vast majority of other products and retail segments, serving the aging demographic with integrity requires a shift in how products are designed and in how they are marketed. Aspirational marketing means relatively little (Viagra aside) to a demographic in the late stages of life. Real, tangible and appropriate product benefits and retail positioning…these are the keys.
The opportunities are vast. The science and process exist. Simply put, this is not rocket science. All that is required is a sincere desire to serve the community being targeted and to truly understand what the needs of that community are. And, because marketers and product developers are seldom in their late 60s, the “data point of one” paradigm will not prevail.
The Baby Boom generation has always been the perfect allegorical “pig in the python” as it relates to socio-economic impacts in the US.
If one believes this to be the case, until the “pig” completes its passage, it will continue to influence outcomes.
Retail has been finding ways to market to and feed off of the “needs” of this segment of our society for a long time and I see little to impede the potential. However the baby boomers are not, and will not be, the only game in town. In my opinion, environmental marketing has the most potential for adding volumes and supporting new businesses which increase the pie. Diversity, while an important, nay essential, marketing approach is simply a further division of the existing pie.
The baby boomer demographic has had a strong influence on consumer buying habits for fifty years and will continue to do so. This affects not only what the Boomer generation wants to buy but how it shops. Even though most retailers are enamored of the youth market, general merchandisers need to be more attuned to baby boomers’ size and style preferences if they intend to stay relevant, and there is probably a market for specialty retailers catering more aggressively to this population. Baby boomers’ changing lifestyles, housing patterns and health requirements will have a similar, profound effect on merchandise content if retailers are ready for it.
Aging will be a major factor, but separating from other factors will be difficult. For example, boomers probably will be sympathetic to the environmental marketing theme so there will be an interplay between age and interests. Overall, the issue will not be so much age as understanding what the customer wants, regardless of age. It may not matter whether it is boomers asking for healthier food or some other demographic group, as much as it matters that the ask is for healthier food. Today, too many retailers still define their merchandising by what they want to sell (read: higher margins), not what the customer wants to buy.
Baby boomers are people born from 1946 to 1964. They range in age from 42 to 61. This age group has always been a hot target for retailers, because they tend to be more affluent. Today, this group definitely cares more about how they look than they used to. My Mom didn’t look like Terry Hacher, Demi Moore, Felicity Huffman, Julia Roberts or Michelle Pfiffer in her 40s. But today, there are plenty of regular mom’s that do. Men didn’t look as good as George Clooney, Brad Pitt or Mel Gibson, but they are definitely trying. I don’t believe it is just looks though. I believe our society is becoming more and more aware of their health. Vitamins of all sorts are becoming more popular. Diet is also something our society is becoming increasingly aware of. Diabetes is still increasing, but as our knowledge of diet improves, hopefully that diagnosis will decrease. Technology is also catching on with the older population. I don’t see my mom playing Nintendo, but she wants to learn to “Google.”
Today’s baby boomers at 70 are yesteryear’s at 50. Baby boomers today are more alert and more tech savvy–and more educated. They refuse to fall into the category of “old people.” The average baby boomer does more research and is more knowledgeable than in prior decades. Health and the environment will be a focus. There is a demand for service and and convenience. As an attractive market with disposable income, this would be a target market for most CPG companies.
30 MM more people who are 60+ in 2020 vs. 2000 will be the biggest force in retailing by far, dwarfing, affecting, and subsuming all other effects.
Talking about how vibrant we will be in our 70s in comparison to earlier generations is the fun part. The flip side of aging is that more of us will experience the more traditional infirmities of aging–and for a longer time. Essentially we will push what used to be a few months or years of infirmity at 70 to a few years or even a decade of life from 80 to 90 or beyond. This will drive market growth of a different sort. It’s no wonder that at least five of everyone’s “top 10 careers of the future” involve health care.
Bad example, them aging Yanks. Unwilling to go quietly into that cold night. What absolute gall. Can’t they just lay down and decay like good Europeans and Japanese?
You’ve got to pick your spots when marketing to oldsters. Some years ago I consulted with a very successful regional supermarket chain that had the highest prices in the area, the greatest market share, and the oldest shopper demographic by far. I encouraged them to appeal more to younger shoppers with families. “You’re walking your customers to the grave,” I challenged. “But older people have more disposable income!,” they replied. “But they’re only feeding two old people with dwindling appetites instead of young families,” I responded. Kids can make Pop Tarts disappear in the twinkle of an eye (shake of a lamb’s tail, etc. etc.). Turned out I was right, but it took them half a decade to realize it and change. The point is, you’re going to sell fewer groceries to oldsters, but more bass boats. It all depends on what you’re selling.
Ethnic diversity (divisionism) and environmental awareness are just so much hoo-haw to the aging population. What do they care? They’re only going to be around for a few more years and their kids don’t listen to them, so why support divisionism and environmental issues that they’re still not convinced will be good for their kids’ futures? Trying to connect the retail desires of oldsters to unproven, superfluous, fashionable issues is absurd. That’s why they wear plaid shorts with knee-high black dress socks and sandals. They simply don’t care. (Oh, and a shirt, of course, but only for the women.)
I was particularly struck by Roger Selbert’s (a brilliant man) comments about age diversity. If you accept my argument that “diversity” really means “divisionism,” then you’ve got to wonder whatever happened to all those last-century initiatives to connect our young people with our geriatrics in an effort to blend our society, share the wisdom of the old with the young, and give the young an understanding of and appreciation for the old. We’re still abusing our elderly, and last week a rat crawled up and died in the mouth of an old person warehoused in a “retirement home.”
Do stories like this and failed attempts at blending our society across age lines affect our aging population? Ya’ think? With more and more single-person households–much of them in Sun City-type communities–how much “blending” of families is happening? Of course the aging are looking out for themselves, and of course they want what they want. It’s the new “Me Generation,” and it has absolutely nothing to do with ethnic diversity or environmental awareness.
Baby Boomers have and will continue to be a key factory in all consumer products. Just because they are aging does not mean they will not drive key markets. Only when their numbers significantly decline will they not be the factor. For example 200,000 square foot stores will not be shopped by Baby Boomers in ten or so years. Too much walking for items that can be bought online and delivered to the house will keep them out of large stores. They won’t be shopping clubs as they don’t need to buy a life time supply of anything.
Yes, the aging population is going to have a tremendous effect on retailing development in the next 20 years. But, consideration also needs to address the shrinking middle class. Sure, there’s going to be a demand for services/pills that play tricks with aging–and there will be people who can buy them. But, how about the other end of the spectrum? With people getting older and decreasing subsidized health care, there’s going to be a greater demand for o-t-c drugs and treatments, do-it-yourself doctoring might become the only alternative. With aging, the body changes–exercising/surgery can fix-up the packaging, but let’s look at the other end of the spectrum. Those people need clothes too–try marketing to them–try giving them something they need. There’s money to be made on the high end, but there’s money to be made on the low end as well. Retailing needs to consider the whole spectrum.
Most stores, theatres and hotels start promoting “Senior” discounts for folks at age 62 or 65. The oldest of the boomers will be getting there soon. Boomers are going to be happy to utilize the discount, but I suspect marketers will need to come up with some new euphemism other than “Senior” if they plan to appeal to THIS generation.
How do you measure the comparative impact of aging vs. technology vs. sustainability vs. diversity, etc? Furthermore, retailing has different categories and different channels. Technology’s impact may be greater for electronics stores than supermarkets. Sustainability may have a greater impact on restaurants than music retailing. Given the increased vitality of the group that used to be considered elderly, will the demographic shift be as impactful? Translation: people in their 70s today are in better health and more active than those in their 70s 50 years ago.
Two important aspects of dealing with an aging customer base are those of DIGNITY and of RESPECT–qualities which have been traditionally linked with elders from time immemorial.
Although today’s Baby Boomers–and I am one–may cherish their vitality and relative youthfulness (i.e.: “Sixty is the new forty”), they still expect a certain deference and politeness from retail associates. Being addressed by terms such as “you guys,” “honey/hon,” “sweetie,” “dear/dearie,” or “young lady” (when one–although certainly a lady–is no longer young and distinctly proud of one’s maturity) is blatantly inappropriate and, frankly, disrespectful.
Although sales associates should be sensitive and attentive to this demographic/communication issue, they often are not, out of ignorance, misguided pseudo-intimacy, and lack of training–i.e., not approaching it from the customer’s perspective.
Therefore, to my fellow Boomers–and certainly any other age groups who may relate to this issue of politeness and appropriateness–I say, feel free to correct them whenever you feel even slightly offended by their attitude and/or terminology.
Direct feedback works wonders. Thank you on behalf of us all!
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Baby Boomers will have an overwhelming affect on how retail and product development will function in the future. But no more than other large, identified market segments. Overall, I see retail responding to the personal wishes and desires of the shopper more than ever before. The question is whether these companies are providing what is good for the customer, or just what they want, hang the affect on the environment, their long term health, or other people as we will be living in a world with less and less personal space. I also was intrigued by the earlier comment that if a cure for Alzheimer’s disease was found, those looking for mental health and growth would be so focused on that…interesting concept.
The aging of America will have huge economic implications in all aspects of life while the marketing of consumer packaged goods is hardly an exception. Some products and categories will make multi millions of dollars marketing “fountain of youth” products while others will capitalize on “die slowly and comfortably.” In any case, the macro results will come from what the actual market dictates and manufacturers and retailers will respond accordingly, as needed, demanded, and as time moves on. My opinion is that we are still in the relatively early lifespan of the aging baby boomer phenomena so accordingly most of the marketing is aimed at this time on products that cater to the early denial stages of aging. This will change with time as we boomers come out of denial and start to crave more for items that make us feel better!
Aging baby boomers will not even be the most significant demographic development affecting society, and retailing, in the coming decades. The most significant demographic trend will be age diversity; the fact that there will be large and growing populations in every age group, from infants to teens to young adults to middle-aged to seniors.
Yes, there will be more seniors than ever, and they will be a larger share of the total population than ever. But seniors won’t look, act, think or believe their age. So we may be older as a society but not as dramatically as you may think. As an older population we will be richer, not poorer, due to, among other things, economic and asset growth and a redefinition of retirement to include work. (Seniors will want to work, be able to work, need to work, and will be needed in the workforce.)
In fact we are becoming, for the first time in our history, a truly age-diverse society. Our demographic profile is changing from a pyramid–with a large base of youth and small tip of old–into a pillar, with large and growing numbers of all age groups. Some retailers will want to target specific age groups, some will want to target a broader market.
Boomers are not searching for the fountain of youth anymore, now that they are age 50 and beyond. The quest now is for the fountain of vitality.
Retailers that can help Boomers maintain their vitality–financially, physically, mentally, socially and spiritually–will be the big winners over the next 20 years.
Keep in mind the median age of the Boomer cohort, in terms of numbers, is just now 50 years old. That midpoint Boomer won’t hit 70 until 2027 and will be consuming like crazy between now and then.
The Boomers have the wealth and mass to influence how retailing will CONTINUE to develop. Larger font sizes on packaging materials, bifocal-friendly buttons, knobs, controls and age-specific products/services are just a few of the current examples. As the Boomers become more conscious about their mortality, concerns about the environment and how it impacts them will be raised. Retailers will respond by seeking environmentally friendly products and touting the benefits to this demographic.
Retail, and the vendor community which supplies retail, have largely ignored or trivialized the aging market. Yes, pharmaceutical companies and now HBA marketers have been and are accelerating bringing age niche specific products to market. Those, however, are extremely easy opportunities to exploit, and do not require a paradigm shift in either product development or merchandising practices.
For the vast majority of other products and retail segments, serving the aging demographic with integrity requires a shift in how products are designed and in how they are marketed. Aspirational marketing means relatively little (Viagra aside) to a demographic in the late stages of life. Real, tangible and appropriate product benefits and retail positioning…these are the keys.
The opportunities are vast. The science and process exist. Simply put, this is not rocket science. All that is required is a sincere desire to serve the community being targeted and to truly understand what the needs of that community are. And, because marketers and product developers are seldom in their late 60s, the “data point of one” paradigm will not prevail.
The Baby Boom generation has always been the perfect allegorical “pig in the python” as it relates to socio-economic impacts in the US.
If one believes this to be the case, until the “pig” completes its passage, it will continue to influence outcomes.
Retail has been finding ways to market to and feed off of the “needs” of this segment of our society for a long time and I see little to impede the potential. However the baby boomers are not, and will not be, the only game in town. In my opinion, environmental marketing has the most potential for adding volumes and supporting new businesses which increase the pie. Diversity, while an important, nay essential, marketing approach is simply a further division of the existing pie.
The baby boomer demographic has had a strong influence on consumer buying habits for fifty years and will continue to do so. This affects not only what the Boomer generation wants to buy but how it shops. Even though most retailers are enamored of the youth market, general merchandisers need to be more attuned to baby boomers’ size and style preferences if they intend to stay relevant, and there is probably a market for specialty retailers catering more aggressively to this population. Baby boomers’ changing lifestyles, housing patterns and health requirements will have a similar, profound effect on merchandise content if retailers are ready for it.
Aging will be a major factor, but separating from other factors will be difficult. For example, boomers probably will be sympathetic to the environmental marketing theme so there will be an interplay between age and interests. Overall, the issue will not be so much age as understanding what the customer wants, regardless of age. It may not matter whether it is boomers asking for healthier food or some other demographic group, as much as it matters that the ask is for healthier food. Today, too many retailers still define their merchandising by what they want to sell (read: higher margins), not what the customer wants to buy.
Baby boomers are people born from 1946 to 1964. They range in age from 42 to 61. This age group has always been a hot target for retailers, because they tend to be more affluent. Today, this group definitely cares more about how they look than they used to. My Mom didn’t look like Terry Hacher, Demi Moore, Felicity Huffman, Julia Roberts or Michelle Pfiffer in her 40s. But today, there are plenty of regular mom’s that do. Men didn’t look as good as George Clooney, Brad Pitt or Mel Gibson, but they are definitely trying. I don’t believe it is just looks though. I believe our society is becoming more and more aware of their health. Vitamins of all sorts are becoming more popular. Diet is also something our society is becoming increasingly aware of. Diabetes is still increasing, but as our knowledge of diet improves, hopefully that diagnosis will decrease. Technology is also catching on with the older population. I don’t see my mom playing Nintendo, but she wants to learn to “Google.”
Today’s baby boomers at 70 are yesteryear’s at 50. Baby boomers today are more alert and more tech savvy–and more educated. They refuse to fall into the category of “old people.” The average baby boomer does more research and is more knowledgeable than in prior decades. Health and the environment will be a focus. There is a demand for service and and convenience. As an attractive market with disposable income, this would be a target market for most CPG companies.
30 MM more people who are 60+ in 2020 vs. 2000 will be the biggest force in retailing by far, dwarfing, affecting, and subsuming all other effects.
Talking about how vibrant we will be in our 70s in comparison to earlier generations is the fun part. The flip side of aging is that more of us will experience the more traditional infirmities of aging–and for a longer time. Essentially we will push what used to be a few months or years of infirmity at 70 to a few years or even a decade of life from 80 to 90 or beyond. This will drive market growth of a different sort. It’s no wonder that at least five of everyone’s “top 10 careers of the future” involve health care.
Bad example, them aging Yanks. Unwilling to go quietly into that cold night. What absolute gall. Can’t they just lay down and decay like good Europeans and Japanese?
You’ve got to pick your spots when marketing to oldsters. Some years ago I consulted with a very successful regional supermarket chain that had the highest prices in the area, the greatest market share, and the oldest shopper demographic by far. I encouraged them to appeal more to younger shoppers with families. “You’re walking your customers to the grave,” I challenged. “But older people have more disposable income!,” they replied. “But they’re only feeding two old people with dwindling appetites instead of young families,” I responded. Kids can make Pop Tarts disappear in the twinkle of an eye (shake of a lamb’s tail, etc. etc.). Turned out I was right, but it took them half a decade to realize it and change. The point is, you’re going to sell fewer groceries to oldsters, but more bass boats. It all depends on what you’re selling.
Ethnic diversity (divisionism) and environmental awareness are just so much hoo-haw to the aging population. What do they care? They’re only going to be around for a few more years and their kids don’t listen to them, so why support divisionism and environmental issues that they’re still not convinced will be good for their kids’ futures? Trying to connect the retail desires of oldsters to unproven, superfluous, fashionable issues is absurd. That’s why they wear plaid shorts with knee-high black dress socks and sandals. They simply don’t care. (Oh, and a shirt, of course, but only for the women.)
I was particularly struck by Roger Selbert’s (a brilliant man) comments about age diversity. If you accept my argument that “diversity” really means “divisionism,” then you’ve got to wonder whatever happened to all those last-century initiatives to connect our young people with our geriatrics in an effort to blend our society, share the wisdom of the old with the young, and give the young an understanding of and appreciation for the old. We’re still abusing our elderly, and last week a rat crawled up and died in the mouth of an old person warehoused in a “retirement home.”
Do stories like this and failed attempts at blending our society across age lines affect our aging population? Ya’ think? With more and more single-person households–much of them in Sun City-type communities–how much “blending” of families is happening? Of course the aging are looking out for themselves, and of course they want what they want. It’s the new “Me Generation,” and it has absolutely nothing to do with ethnic diversity or environmental awareness.
Baby Boomers have and will continue to be a key factory in all consumer products. Just because they are aging does not mean they will not drive key markets. Only when their numbers significantly decline will they not be the factor. For example 200,000 square foot stores will not be shopped by Baby Boomers in ten or so years. Too much walking for items that can be bought online and delivered to the house will keep them out of large stores. They won’t be shopping clubs as they don’t need to buy a life time supply of anything.
Yes, the aging population is going to have a tremendous effect on retailing development in the next 20 years. But, consideration also needs to address the shrinking middle class. Sure, there’s going to be a demand for services/pills that play tricks with aging–and there will be people who can buy them. But, how about the other end of the spectrum? With people getting older and decreasing subsidized health care, there’s going to be a greater demand for o-t-c drugs and treatments, do-it-yourself doctoring might become the only alternative. With aging, the body changes–exercising/surgery can fix-up the packaging, but let’s look at the other end of the spectrum. Those people need clothes too–try marketing to them–try giving them something they need. There’s money to be made on the high end, but there’s money to be made on the low end as well. Retailing needs to consider the whole spectrum.
Most stores, theatres and hotels start promoting “Senior” discounts for folks at age 62 or 65. The oldest of the boomers will be getting there soon. Boomers are going to be happy to utilize the discount, but I suspect marketers will need to come up with some new euphemism other than “Senior” if they plan to appeal to THIS generation.
How do you measure the comparative impact of aging vs. technology vs. sustainability vs. diversity, etc? Furthermore, retailing has different categories and different channels. Technology’s impact may be greater for electronics stores than supermarkets. Sustainability may have a greater impact on restaurants than music retailing. Given the increased vitality of the group that used to be considered elderly, will the demographic shift be as impactful? Translation: people in their 70s today are in better health and more active than those in their 70s 50 years ago.
Two important aspects of dealing with an aging customer base are those of DIGNITY and of RESPECT–qualities which have been traditionally linked with elders from time immemorial.
Although today’s Baby Boomers–and I am one–may cherish their vitality and relative youthfulness (i.e.: “Sixty is the new forty”), they still expect a certain deference and politeness from retail associates. Being addressed by terms such as “you guys,” “honey/hon,” “sweetie,” “dear/dearie,” or “young lady” (when one–although certainly a lady–is no longer young and distinctly proud of one’s maturity) is blatantly inappropriate and, frankly, disrespectful.
Although sales associates should be sensitive and attentive to this demographic/communication issue, they often are not, out of ignorance, misguided pseudo-intimacy, and lack of training–i.e., not approaching it from the customer’s perspective.
Therefore, to my fellow Boomers–and certainly any other age groups who may relate to this issue of politeness and appropriateness–I say, feel free to correct them whenever you feel even slightly offended by their attitude and/or terminology.
Direct feedback works wonders. Thank you on behalf of us all!