Page 22 - Boomer_Times_November 2020

PP Media Buzz PP

Grey Is the New Black — By Darwin Porter
Advertisers and marketers should take note of the tuition soared 1,100% Expenses in virtually every
profit potential of an aging population. At present, the other field also went skyward.
60-plus generation (i.e., “Late in Life Baby Boomers”) Of course, there are downsides to the senior econ-
control 80 percent of the American economy. It’s not omy: After retirement, many Boomers find it difficult
going to stop there. to maintain their former lifestyle. And instead of an
By the end of the decade, seniors will far outnum- early retirement, many are staying on the job market
ber millennials and members of generation Z, and will longer than ever instead of retiring at age 62 or 65.
control even more of the wealth. Every day, 12,000 American men and And to an increasing degree, Boomers seem to be clear that they
th
women celebrate their 60 birthday. In China, the older population must use their voting power to overcome major legal and institutional
increases by 54,000 every day. barriers.
Senior incomes in America tend to be higher (and more resilient and Marketing expert G. Richard Ambrosius suggested that “advertising
durable) than that of younger generation because many older people should focus on lifelong health and well-being, productivity, later life
collect pensions or have investment incomes. Of course, others are autonomy and empowerment, and connectedness to family, friends,
heavily in debt and not prepared. Studies have shown that American and community. By doing so, perhaps the general public will come to
women outnumber American men by more than 25%, and that women view later life as something to look forward to and enjoy, defining ‘old
tend to be better at managing their incomes. age’ as a time to celebrate the uniqueness and worth of each individual
H H regardless of their age or infirmity.”
See AND hear Darwin Porter every month on Zoomertimes TV. Perhaps, indeed, marketers and advertisers will look upon seniors as
Tune in on YouTube (search zoomertimes TV), on Facebook. a potentially profitable consumer demographic. One can only hope that
H com/Boomertimes, or on BoomerTimesFL.com H they’ll directly address and appeal to them, bypassing Generations X

Surveys have also shown that a 70-year-old today lives better than and Z in favor of their (wealthier) elders.
a 50-year-old in the 1980s, during which Ronald Reagan was president
for eight years. Darwin Porter, sometimes with
In a recent article, AARP claimed, “Baby Boomers have the bucks, THE SEDUCTIVE SAPPHIC EXPLOITS OF the collaboration of Danforth Prince
MERCEDES
but advertisers often don’t seem to care.” DE at www.BloodMoonProductions.
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In this election year, more than any other in political history, politi- H Hollywood’s Greatest Lover v e r com, is the author of at least 50
cians seem to have gotten hip to the message that as a demographic, seminal biographies of celebrities
Boomers can mean the difference between their party’s victory and its “From Garbo to Dietrich, from Eleonora Duse to Isadora Duncan, who include Judy Garland, Donald
from Eva Le Gallienne to Tallulah Bankhead to Katharine Cor-
nell—even to Valentino’s two wives—star seducer Mercedes de
defeat. Of course, aging is not what it used to be: In 1900, men faced a Acosta was the Perfect Sapphic Lover.” —Alice B. Toklas Trump, James Dean, Bill & Hillary
ANOTHER UNORTHODOX OVERVIEW OF CELEBRITY AND FAME FROM
DARWIN PORTER & DANFORTH PRINCE
life expectancy of 42. Clinton, and Ronald Reagan and Darwin Porter
According to estimates, Boomers control $60 trillion of the nation’s his intensely competitive wives (Jane Wyman and
assets, maybe a lot more. Nancy Davis). His most recent biography is an overview of the arts-
Of course, they had a lot of breaks when they entered life. After World industry socialite Mercedes de Acosta, lover, muse, and mentor to
th
War II, Americans experienced the greatest economic growth in the some of the most influential and empowered actresses of the 20
history of the world. For example, on my street in Staten Island, houses Century.
that sold for $28,000 in 1970 now pull in $1.3 million. For information about how you can meet him for an overnight at his
As one economist put it, “Whereas the Boomer generations enjoyed home in New York City, click on https://AirBnb.com/H/Magnolia-House
enormous prosperity, they seem to have made a collective decision to or contact DanforthPrince@gmail.com.
pull the ladder up behind them.” Be sure to listen to Darwin’s discussions with Anita at regular
In distinctive contrast, millennials faced a different world: Housing intervals on Zoomertimes TV. Boomer Times: Bringing you better
costs rose 300% to 700% above what their parents paid, and college access to a familiar friend.
Words! Words! Words!... Continued from page 9
I take a break, a break I took. I often swim, as I once swam. I stand for truth, as I once stood.
I bake a cake, but never book. I skim some milk, but never skam. I land a fish, but never lood.
I eat that cake, that cake I ate. I fly a kite that I once flew. About these verbs I sit and think.
I beat an egg, but never bate. I tie a knot, but never tew. These verbs don’t fit. They seem to wink
At me, who sat for years and thought
I see the truth, the truth I saw. Of verbs that never fat or wought.
I flee from falsehood, never flaw.
Dr. Richard Lederer is the author of more than 50 books about language, history and humor,
including his newest books, “A Treasury of Halloween Humor” and “A Treasury of Christmas Humor.”
To order signed copies, explore his website, verbivore.com or write him at richardhlederer@gmail.com.
Planet Word is an immersive language experience located at the historic Franklin School in
Washington, D.C. Ideal for all ages, Planet Word is a voice-activated museum (the world’s first!), and
its interactive galleries and exhibits bring words and language to life in all sorts of fun ways. For more
Richard Lederer information, please go to: PlanetWordMuseum.ORG.
22 / BoomerTimes & SeniorLife BoomerTimesFL.com NOVEMBER 2020