Joseph Coughlin, Director of the MIT AgeLab, is frustrated at American business.
In spite of the fact that older people are living longer and better, his business students are stuck. “I can’t tell you how many pill reminder systems I have seen (pitched to investors),” he says.
So that’s how we’re seen by American business. How foolish of them. They’re leaving money on the table. Instead of selling us automated reminders to take our pills, they could be making tons more money off us by selling more expensive things. Like kiteboards.
Sir Richard Branson, kite surfing at 67
When will they understand that there is so much more to us, the older third of America?
If I could grab the corporate ear, I’d tell them this: at the age of 60, we probably have as many vibrant, productive years left as it took to raise a family. We’re looking at this big span of years and reinventing ourselves. We’re creating new ways to live in our remaining years.
Professor Coughlin has this theory of 8,000 days.
“There are roughly 8,000 days between birth and college graduation; 8,000 days between college graduation and midlife crisis*; 8,000 days between midlife crisis and retirement, and another 8,000 days in retirement.
People over age sixty are going to want to spend money on:
- electronic toys, tools, and gadgets
- fashion
- travel and experiences
- fitness and health
There are so many of us, and our numbers are growing.
Graphic Courtesy of MIT AgeLab
But corporate America just can’t seem to leave behind the image of people our age as doddering old fools. Besides pill reminder systems, they think we’re stupid about tech. Here’s an $1100 computer “for seniors.” The italicized lettering is from their ad.
Now, thanks to the WOW! Computer, countless older Americans are discovering the wonderful world of the Internet every day. Isn’t it time you took part?
Don’t get me wrong–this is fine for people who need it, but most of my friends don’t even use desktops anymore. They use laptops and mobile. Some, like my friend Oscar, use their smart phones almost exclusively.
Oscar never even looks at a computer anymore. In retirement, he does all his banking and digital interacting on his phone. His wife, 63, works for an international pipe manufacturer. She sells and arrange shipments of industrial materials all over the globe. How do you think she’d feel about the sales pitch for the $1100 computer, as follows:
With all of the “pointing and clicking” and “dragging and dropping” you’re lucky if you can figure out where you are.
I’m pretty sure Kathy knows where she is!
She and Oscar are not outliers. They’re typical of older folks these days.
Check this out:
My mother just shared an article with me about some elderly people remaining upbeat in spite of physical challenges. In the article, Fletcher Hall, a 76-year old man with poor vision and mobility, writes two blogs to keep himself engaged in daily news. When his vision weakens over the course of a day, he listens to audiobooks, ordering more as needed from his Amazon Echo smart speaker. He also uses Echo to stream classical and country music. In addition, he uses Alexa (the Echo’s built-in digital assistant) to help with seemingly simple tasks that are difficult with poor eyesight, like knowing time and temperature.
But American business is plain stupid. A long time ago, Fast Company posted an article that got them in trouble–but not enough trouble, apparently, because the article is still up. If you want to see it, click on the picture below.
Back to Professor Coughlin at MIT, who says, “The new ‘generation gap’ is expectations.” The kids expect one thing of older people (“they want to buy digital pill dispensers!”) while we expect another. According to this article, Baby Boomers spend more money on travel, pets, and retail than any other group.
I’d write more, but I need to get outside and do my morning walk while dictating the next chapter of my novel using Google Docs on my smartphone. While I’m walking, I’ll probably tweet John Legere, the CEO of T-Mobile, about the spotty reception around my neighborhood. He and I have this ongoing conversation. He says he’s working on it.
Because I want my dang internet and I want it now. But you can hold the digital pill reminder system for another decade or two.
I have actually bought new clothes in my 60s.
Just for fun, why don’t you tell us, in the comments below, what’s the most modern, 21st-century thing you’re doing now that you’re proud or excited about? Maybe that you never imagined yourself doing? Doesn’t have to be computer-related, but it could be.
Also, you can read the rest of the Forbes article here.
*There is no such thing as midlife crisis. Seriously. You can read more here: https://anyshinything.com/the-power-of-age/good-news-middleaged-brain
You tell it like it is Lynne and American advertising companies would be wise to hire you as a consultant. No one understands our demographic than you.
What a nice thing to say, Pat! Although sometimes I feel like a real dummy, because my readers are so far ahead of me.
Hi Lynne! This is such a good point and I really, really hope that some of the businesses and corporations with big advertising budgets are reading articles like yours. The problem of course is that most of their employees are young startups with no clue about what a dynamic and powerful group we over 60s are! But I honestly believe that as more of us write about it and spread the word it is bound to get their attention. Don’t give up!!!! And as for me and my usage…I still use a very LARGE desktop to do my writing. But then I have a laptop, a tablet, and a phone too. I LOVE technology and have to control my buying impulses for the latest and greatest all the time.
Actually, I’m thinking it would be neat to have a very large desktop for my office. The screens are so slender and pretty now, and I’d still have all the portable stuff to play with. Yes on the impulses. I’m always excited about the shiny new things!
Thanks for the encouragement, Kathy.
Shout out to Mark Anderson, my tech guy at AquaZebra.com for getting rid of the math equations before every comment. I tend to my blog in the morning hours, typically, and it’s too dang early for arithmetic. Thanks, Mark!
Remembered 🙃 that I forgot to add what I’ve done that I thought I would never do at this age. So here goes, I spent a week on a Cattle Drive, driving a herd 50 miles, wearing period clothing, and sleeping on the ground. Slept like a baby every night and had a wonderful time. It was a re-enactment of an 1850s Cattle Drive.
WHAT!!! Cindy, that’s fantastic! Did you write up an account anywhere that we can read more about it? Kudos to you, WonderWoman!
I did post each day from the drive. Here’s one of the funnier ones. The rest are in a category all their own. It was a popular series. Oh, and Wonder Woman” I wasn’t. I’m sure Wonder Woman never got blisters.
http://oldageisnotforsissiesblog.com/day-4-of-the-great-florida-cattle-drive/
Can’t wait to read it. Thanks for sharing!
The work I do in my encore career as a tour director is tied into technology. I submit my resume and cover letter to companies through email. The interview process is done by phone. Payment for my work is electronically deposited into my checking account. When I am “on the road,” texting allows me to have access to the “home office” whenever a need arises. Having constant access to a phone, a GPS and the internet is indispensable in my profession. Six months after I retired from my former career in 2010, I bought my first smart phone. I told the salesperson that I needed a phone that would take me “kicking and screaming into the 21st century”…and I haven’t looked back!
Sue, you reflect the new reality of the second half. This is how we use technology. The ad for the $1,100 computer is ridiculous isn’t it! But it’s maybe how we are seen.
It makes sense to acknowledge that there are “digital natives” and “digital immigrants.” Boomers fall into the immigrant category, and just like moving to a new country, we have moved into a new world. It requires desire and work to adapt to our new surroundings, learn a new language, and develop new skills. Our parents and grandparents were born in the Industrial Age and died within that time period. We began our careers in the Industrial Age and now the world around us has morphed into the Information Age or Technological Age. We really do have a choice as to whether or not we will immigrate fully and become actual citizens in his new world, or whether we will cling to the ways of the old world. I am a second generation American on my dad’s side. I “witnessed” the results of immigrants who chose to move forward and do the work required. That’s “in me” and plays a significant role in who I am today.
I’ve seen the term “digital natives” before but never extrapolated, as you have, to the whole comparison with immigration. It’s a brilliant metaphor, because it IS difficult, but we must do it. Otherwise, just like the non-English-speaking grandmother surrounded by a bewildering new culture, we will be left behind.
Businesses are trying to pitch us older folks this crap for probably the same reasons we keep seeing incredible ageist and aggravating advertising–because young whippersnappers (using this dated phrase intentionally!) populate product development and Madison Avenue! It’s maddening! As for what i’m doing “at this age” that I never imagined myself doing: blogging and interacting with so many fabulous women–like yourself–in cyberspace. Swearing like a sailor. Planning a retirement that includes travel, taking classes, recharging a yoga practice and who knows what else! Another wonderful post, Lynne!
But Roxanne, if you try to do all that, how will you ever remember your PILLS!?
Some effing young whippersnappers will sell me a device to remind me!!!
Hahahahahaha!
Hi, Lynne!
Exactly—wake up people! Wake up business world!
Sir Richard is living proof!
It reminds me of a 98-year-old physician I interviewed a while ago—he’s a hundred now; still working. Toward the end of our conversation, I thought I’d just check on his familiarity with the internet and electronic devices, and his response was, “Actually, I prefer the iPad.”
There’s Mr. Robert Marchand (Paris), the 105-yr-old world record holder in > 100 yo cycling distance/hour. (His record Jan 2014 = 26.9km in an hour; this year: 22km distance in an hour)
Pills. Please.
I’m turning 60 in less than 60 days. This summer I learned to land paddle. (Stand-up paddleboard on land.) It’s a super workout. For those of us not close to water, and it’s a fraction of the cost of a bicycle, a kayak or kite-board. (Although, the latter must be incredible!) If it wasn’t for our Canadian snow and winter, I’d be out there now.
Pills?
Truth is we can get off many of the latter by regaining our fitness and strength.
Mr. Charles Eugster gave a TED talk in 2012, Why it’s a good plan to do bodybuilding at 93.
And see how neat you look! New clothes. Exactly!
Thanks for the reminder of what is possible, Lynne!
Danie, I love your comments. You are always so upbeat and positive! Thanks for weighing in. Best wishes.
Right on!!
Thanks, Cindy!