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The battle plans for retirement lifestyle marketing are now being laid out. Until recently, marketers have mostly used a simple attack to sell retirement products and services—a carefree, leisure-based lifestyle. However, just as they knew about the Three Boxes of Life, they know about the New Retirement and all of its variations. They're coming up with a variety of retirement lifestyles (lifelong learner, youthful athlete, wise elder, and so on) to dangle in front of you, attached to their products, services, and experiences. The almost subliminal message is this: If you want that particular retirement lifestyle, you can have it. Just get out your credit card.
Where will these marketing geniuses turn their attention next? Just as they followed the baby boomers from the first box of life to the second, they have been making war plans and strategies for the transition from the second box of life to the third. Millions of people and trillions of dollars will be in transition. It's when your life is changing and you're moving through life transitions that you particularly need new products and services.
Marketing has changed over the years. One thing you may have noticed is less use of the so-called hard sell—a pushy, obvious, obnoxious approach. Particularly in the branding of companies and products, you may have noticed more use of the so-called soft sell—a more gentle, subtle, sometimes even witty approach. This didn't happen because the billion-dollar advertising industry decided to be nice and give consumers a break. It didn't happen because companies decided it was OK to sell less of their products and make a smaller profit. Just the opposite: marketers figured out how to sell us just as much, or even more, with a breakthrough concept: psychographics.
You and I think of the three boxes as stages of life; marketers see them as target markets. When the baby boomers were kids, marketers realized how many of them there were and that it was a huge business opportunity. It's as though they asked themselves, "What can we sell to kids and young people who are in the first box?" The answer, of course, was kid cereals, and toys, and dolls, and tennis shoes, and fast food. They carefully researched how to package products and where to place them in retail stores to be more attractive to children.
Did you know that you're a target? A target market, that is. In fact, if you're a member of the baby boom generation, you're part of the most targeted market that has ever existed.
Sarah is a bright and bubbly girl. She enjoys Brownies on Mondays, modern dance on Tuesdays and she's just got a place in the elite gymnastics squad at the local Eagles club, which means training three times a week and travelling to competitions around the country. She has an easy-going nature, making her a little 'people magnet' - always the centre of fun and laughter at school. She goes on the computer a lot and has just started using the internet to play games and chat.
Richard Wiseman, of the University of Hertfordshire in England, has studied luck and found that "lucky people" share traits that tend to make them luckier than others.