Archive | October, 2008

Mon cheri, le Zoomer. . .

11 Oct

According to Moses Znaimer, these are some of the characteristics of the Zoomer:

Zoomer – noun.

1. The boomer with zip.
2. The boomer with loads of money.
3. The boomer who seeks thrills and adventure.
4. The boomer who has “been there, done that” – now wants quality experiences.
5. The boomer who is smart and computer/tech savvy.
6. Estimated age range: 45+

According to Znaimer, the Zoomer is the new audience. Everyone knows how much they have, what they want, and to some degree how they’re going to get it!

But apparently they’re being ignored by marketers. And I would agree to some degree. Our society is obsessed with youth and pre-youth, and we’re completely forgetting who has the real cash.

That said, the Zoomer exists because they were able to acquire that wealth within a consistent and more or less seamless career. It was hard work in a different economic climate. Their career transitions made sense. Nowadays, the number of people in their 20’s and 30’s with multiple degrees and years of job experience, but still can’t settle on a career (or find a job in some cases) is disturbing and discouraging. Our transitions do not make sense. And our economic climate sucks.

But the Zoomer is still largest demographic with that type of endless (it seems) disposable cash! They were essential in defining an era, and now have become the ignored and forgotten.

SO WHAT?

Znaimer thinks the focus will shift towards the Zoomer, rather he’s calling for a movement. Hire a Zoomer, market to a Zoomer. And while the evidence may indicate that it’s quite possible, I doubt marketers are that fickle.

Obviously, I challenge the broader definition of the Zoomer. I take it with a few grains of salt. I think there are plenty in that age range who do not fit that description, for various reasons and circumstances. Also, the concept of “thrill-seeking” varies from person to person, does it not? I mean, what’s a thrill these days? Not only does it vary from generation to generation, but it changes from person to person. And if the Zoomer has already “been there and done that” – what EXACTLY is a thrill for them? What’s left? I think this statement applies to all ages, not just the Zoomers.

MY THOUGHT…

As always, I see the transition become more of equilibrium – a balance in the score. Maybe there’ll be a change in the quality of goods, services, experiences, art, culture, music, etc. I hope there IS a massive movement and like everything else is society, the pendulum WILL eventually shift to accommodate The Overlooked (notice the capitals).