Demographics: the boomers are coming

To grow your business over the next 3-5 years this may be a good time to look at what is happening to the generation known as the Boomer generation. As the amazing tailwinds of the pandemic subside, let’s look ahead and begin to appreciate what is happening with these older folks, those born between 1946 and 1964. In this In My Opinion post, I will provide three thoughts about the Boomer generation. This was the first group of people I believe with an official title (Boomer) for their age group. Here are my three thoughts:

10,000 Boomers turn 65 every day. Because there are 78 million men and women in this generation, these significant birthdays will continue until the year 2029. Many people 65 and older, even if they want to keep working may look to find work more in line with their age, physical condition, and overall attitude. In other words, the grinding is over. What can your club do to create meaningful invites for these new Medicare-eligible men and women? Opportunities likely exist all throughout your community, as Boomers live in large towns, small towns, and all towns in between.

The Boomer generation is in aggregate the wealthiest group who have ever lived. Yes, you read that correctly. Many today are working towards better health, longevity, and greater happiness. A few more games of golf might fit nicely into this plan. What can you and your team do to create an experience that feels extra special to those who are ready to reset their calendars and their time?

Boomers have limitations, ailments, and other physical challenges. As we age parts break down, things hurt…sometimes several things. From poor vision, poor hearing, and arthritis to folks who have new hips and knees, they may not have been the typical people on your tee sheet, but with 78 million searching for new ways to spend their time, you might want to prepare for the greying of the first tee. With thousands turning 65 every day, isn’t it time for your property to begin to look at things through the eyes and challenges of a golfing Boomer? Why not get together with golfers in their 60’s, 70’s, and even 80’s to understand their day and its struggles? Know this: Boomers love the game and want to continue to play it. The properties that create the best experience, understanding and working through the physical issues within the property, will earn greater loyalty.

Know too that Boomers only seem to see ads for vitamins, prescription drugs, special bathroom fixtures, and prostate problems. Less than 10% of all marketing dollars are spent on the generation that not only has wealth but wealth that is ready to be spent. Smart folks on Madison Avenue right? Boomers have smartphones, they have iPads too. Show up where they are (in larger font). Treat them the same as any member or guest, except learn to appreciate their struggles and then provide discreet assistance. As a group Boomers love people. They especially enjoy spending time and talking with young folks. Please do not assume to know what they want.

This post has been written to tell you about the amazing changes happening every day with people of a certain age. Because this trend will continue for the next 5+ years, it is time to study, appreciate, and then try things. Just know that Boomers are people too. They simply own a few challenges not faced by those in their 30’s, 40’s, and 50’s. There is deep opportunity here. It will take conversation, time, study, tries, and tweaks to build a story that helps Boomers feel comfortable and safe. That time will be well spent. And because there are 78 million of us, don’t worry about the club feeling old, as we have tons and tons, and tons of energy. So…..where are those blue tees? Thank you.

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Jack Dillon writes the In My Opinion posts. Jack is a consultant and author. Check out Jack’s new website at: www.youdontknowjackd.com. Sign up for a Zoom meeting to learn how Jack can help your property and team. Jack’s latest book is now available: The Grand Tug of War: buying and selling in the Real World will help buyer and seller with the issues of the everyday workplace. You can also call Jack at 407-973-6136.