Perhaps the biggest challenge facing those who serve Boomers is the language used to engage them. Terms like “senior,” the “elderly,” even “older adult” carries negative connotations that usually suggest diminished or declining capacities. Terms like “retirement,” not to mention “retirement homes” are irrelevant in today’s world of extended, healthy and active life spans.

Marketing leaders indicate that Boomers and other active older adults are best reached by appealing to their core values, interests and lifestyle choices rather than by marketing campaigns that target their chronological age. Many Boomers who are active, engaged, adventurous types respond best to experiences that promise them the same. Interestingly, there are plenty of 20-, 30-, and 40-somethings, not to mention, 70-somethings who are also outgoing individuals who will respond favorably to these kinds of expansive and intriguing experiences as well.

Organizations like public libraries that market themselves to Boomers effectively acknowledge this life stage as a time of exploring options, making new connections, learning new things, re-tooling skills for the next “adventure,” and sharing talents. By effectively targeting Boomers with promotional campaigns and slogans that speak to life options and interests, organizations will also attract people of all ages who share similar interests and issues.