Ah, the boomers. Certainly, they are one of the most iconic generations living today. They’re pro-business and highly successful with an appetite for that quintessential American existence–steady employment, steady growth, and leadership across the board.
Obviously, such broad sweeping terms could never be totally accurate. But anytime you present to large audiences, you have to target your message somehow and you’ll inevitably be reductive in your approach. Totally accurate messaging only occurs between identical twins that live together their entire lives. For the rest of us, we’re always searching a bit.
In our experience creating the content and counseling the delivery of presentations to boomers, we’ve learned a few things that seem to be important in nearly every scenario. Here are 3 tips:
1. What, When, How–Not Why: Baby boomers don’t need to be told why they should do something. They tend to look for the facts: what is it? When is it relevant to my needs? How do I move forward? These are the key questions for this business-minded demographic. Asking ‘why’ is far more abstract than they have patience for.
2. Brevity: Along with the first tip, it’s important not to get bogged down in details with the boomers. They’re a competent, highly capable bunch that has no misgivings about their abilities. They prefer to trust an adviser rather than learn every nuance of an issue. Efficiency is king.
3. De-Tech: Most baby boomers can appreciate the importance of technology in today’s business environment, but that’s not the same as being wired for technology. The rate of advancement in the technological space has been so great that it inevitably has left some people behind–not conceptually, but basically. A boomer can be familiar with and active on Facebook and still not fundamentally identify with social media the way a Millennial might, for example. It’s still tech-as-a-second-language for many members of this generation, so don’t treat them as if they live, breathe, and worship technology the way you do (if you do). They’ll be willing to take your counsel and advice on these issues. But, as an example, they’ll probably be more inclined to hear about social media from a managerial perspective than a change-your-personal-habits perspective.
With any kind of mass communications, it’s always important to employ balance and caution. Don’t run away with tons of stereotypes about these folks: there are boomers that have ungodly rankings on FarmVille and Angry Birds, and I even saw an octogenarian playing Words With Friends on her iPhone at a restaurant the other day. So take it easy, make some basic adjustments, and close the deal with your boomer audience.
