40 is the New 30
Posted by Aimee Deziel on June 15th, 2006
“40 is the new 30.”
An astute friend of mine made this remark last night - in the context of aging of course - and it has been with me ever since. I think she’s right. And as a marketing professional it stopped me in my tracks.
Think about it. From a consumer stand point, we’re witnessing the emergence of a demographic that has more wealth than the the traditional “30s” segment but has the same value system. Consider this snapshot:
Sitting around the table with me last night were not one, but two pregnant women. They’re both 40. My significant other is taking up hockey–at 43! Quite a few of my 40-something male friends are just now considering marriage, the purchase of a first home, etc.
Gone are the days when those in their 40s are just coasting, locked into a 25 year mortage and most of the way through the child-rearing experience and quite happy in their washed out dockers and curled-collar golf shirts. They’re trying new things, buying cool new cars, starting their families, and buying new houses. They’re hip, they’re fit, they’re still experimenting, and yet their income is higher than those who are actually in their 30s.
I haven’t fully analyzed the impact of this shifting demographic but I do know that those of us in marketing need to start shifting our ideas of how that age old 25-44 demographic is defined, and marketed to.
Most importantly, given this new revelation, can I get away with saying that in September I’m turning “the New 20″?
June 16th, 2006 » 2:49 pm
I am sure you could say that this september you are turning “the New 20″.
I am not a marketing person, but certain parts of marketing have always interested me and I am always amazed how how the groups after the baby boomers (Gen-X and early Gen-Y) have shifted away from many of the standard molds that marketers have been used to for so long. What might have worked for our parents when they were our age, does not work for us, as our life situation has changed and so has our attitude towards a variety of things.
Having children later, buying a house later, and basically starting what is considered “adulthood” a little later. You would think being the inbetween generation, our first priority would be working, as we get closer to the day where we have to take care of our parents (as our healthcare system can’t), and our children, but oddly enough we rebel, and try to stay feeling young for as long as possible.
Buying new cars, trying “hip” fasions, and having fun, versus the traditional house, car and kids.
I for one am probably the complete opposite though of many the same age as me. I am planning on getting married, having my first child and getting a mortgage started by the time I am 25.